Don’t Forget Your Data

All businesses need accurate data, especially about actual or potential customers, in order to develop marketing strategies.

However, the data you hold about people, especially the people you’re trying to convert into customers, is far more strictly policed now than it was just a year ago. So how do you make sure you have the data you need without falling foul of GDPR?

Why Might Your Data Be Out of Date?

The business world you move in isn’t a static one. Micro-businesses come and go: perhaps the owner gets interested in something different, and starts a new business, or maybe they conclude that running a business isn’t for them. In a larger company, people come and go — perhaps including your contacts.

This may mean that the email or phone number you have no longer exists, or that the person on the other end doesn’t know who you are — so you have to start again from scratch. Or it may mean that you’re trying to market to someone who no longer needs your services. All a waste of time and money.

Keeping Your Data Up to Date

Even if you have a sophisticated database, such as a CRM system, it’s not enough to leave it just sitting there. You can do a number of things to make sure you have the latest data.

You can ask people for as many points of contact as possible, whether alternative phone numbers and emails or social media links. It helps if they get something back for taking the trouble of providing this — a voucher, perhaps, or a piece of advice exclusive to these people.

Removing bad data can go hand in hand with reaching out to your contacts on a regular basis. Either giving people a call once a month or sending out a newsletter reminds them that you’re there, as well as identifying dead connections that can be removed.

Are You Being Legal?

GDPR isn’t really scary, but it is the law and has to be followed. The two most important things to bear in mind are that you have to be able to tell anyone what data you’re keeping about them (and be able to delete it, if they ask you to) and that you can only send them marketing communication with their explicit consent.

The main downside of GDPR is that following its requirements can be time-consuming. On the other hand, you can outsource keeping your data up to date and GDPR compliant. You’re very welcome to get in touch with us if you’d be interested in how we could help you.

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