In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey discuss the value of creating and maintaining a marketing database for small businesses.

Doug explains why a database is far more than a contact list; it’s a powerful tool that helps you get your message in front of the right audience. They break down the steps to building a useful database, choosing the right CRM system, segmenting your contacts for targeted communication, and ensuring you’re compliant with GDPR. Real-life examples, from pubs and cafés to pest control firms, show how even small businesses can see big results from smart database marketing.

Key Takeaways

You can begin with a basic spreadsheet. Capture names, email addresses, phone numbers and postcodes. Add new contacts regularly and treat the database as a growing asset.

CRM systems can help you manage contacts, track communication, and automate marketing. Options range from simple platforms like Mailchimp and Capsule to industry-specific or fully customised tools.

Dividing your database by location, client type, or purchase history enables more targeted and relevant marketing. One message doesn’t fit all.

Always follow GDPR rules. Only market to people who have opted in. Responsible data management isn’t just about legal compliance; it protects your brand’s reputation too.

Best Moments

“If you’ve only got 20 people in the audience when you’ve paid for the whole theatre, you’re wasting your time, that’s what happens without a database.”

“Your database is your marketing foundation. Without it, who are you actually talking to?”

“CRM systems aren’t just for big companies. They’re tools to help you work smarter, not harder.”

“Build the habit: add new contacts every week. A database is never finished, it’s always growing.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

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