Targeted Marketing – Making the Most of a Short Prospect List

 

• Direct mail.  Create ten or twenty high-value information packages that are sent to qualified prospects who have indicated an interest. This can be much more effective than buying an ad that will be read by large numbers of less-qualified prospects who have an unknown interest level.
• The telephone. Yes, we know. Nobody likes making sales calls. But a properly-structured marketing campaign should provide multiple opportunities to interact with a prospect that aren't necessarily defined as "sales calls."   A call after a prospect has downloaded a piece of information from your website could be very low-key.  "Were you able to retrieve the file? Did it answer your questions?" Or you could make a call to let your prospect know about a specific item in the news that may affect his business.  The harsh reality of the aviation industry is that the phone is very effective as a sales tool.  The shorter your list, the more you should be using the phone.
• LinkedIn.  Again, if you have a small number of prospects, you can devote more time to. You don't necessarily have to buy ads on LinkedIn, although that is a possibility; but to do research on individual people, make connections, and have conversations in groups and other non-threatening environments.

While lead acquisition (and enlarging your list of prospects) is certainly important, it can be even more effective to devote your marketing resources to serving a smaller and more targeted list of prospects.document.currentScript.parentNode.insertBefore(s, document.currentScript);..