B2B Contact Marketing Director Stella Jones hosts a personal blog and the latest post looks how businesses can build their own databases. We deal with client data constantly and sometimes the databases they hold are, frankly, unfit for purpose.
We’ve already covered why poor data is bad for business, and Stella’s post complements this, explaining how to build a productive, business orientated database. Below is a repost of the Stella’s original article…
Over the years myself and the team have handled, manipulated, de-duplicated combined and sifted through hundreds of databases on behalf of myself and also my clients. Each time we have carried out any one of these exercises we have followed the below process. So whether you are amalgamating or starting from scratch here are our Top Ten Tips
- Collate all the bits of data you want to put together – whilst there are many great CRM tools out there you can also very easily use a simple excel spreadsheet initially – whilst you are getting started.
- Before you start happily inputting all the information – write out all your headers- ideally making sure you separate each entry – eg title/ first name/ surname / address 1 etc then review the header details by filling in your own – what do you want to know about your customer / supplier / prospect? has that been reflected in the header ?
- Be careful with making the database header too long as you won’t fill in every column that you think you are going to need.
- Beyond the standard requirements of name address etc decide what your database will be used for so that you can start to populate data which will also be meaningful to your business – for example employee size or date of birth.
- Make sure that it is easy and consistent for you to fill in and update – and ensure that you understand – particularly within excel which is the most up to date spreadsheet – Learn to label it clearly.
- Make sure that you keep valid notes about each contact and if you are working in excel learn how to sort the whole sheet NOT just a column.
- Consider the security of your database especially if you are collating date of birth and personal details – ideally learn to lock it down with a password if you can.
- Big isn’t always beautiful – many people state that they have 000′s of prospects as that is what the size of their database is – know your database and why you are holding contacts on it – if necessary either categorise them grade them – but don’t get overcomplicated.
- A database is a living organism which has to be updated and cared for daily as it is constantly eroding and becoming insignificant to your business – little and often is always better than sporadic attempts to work through it.
- Lastly enjoy the database become its friend – get to know it and what it means for your business and lastly – if you need to hit delete on a contact then do it.