What is a directory? A Directory is a source of company information, it is the collection of data all stored in one easily accessible place, it is data that is split into categories and searchable to the public. It is essentially a database of information containing company names, phone numbers, email address, fax numbers and addresses. They come in a few different forms. Have you ever picked up the Yellow Pages at home? That is a paper directory, on online one is essentially the exact same thing but stored on a server and accessible via the internet.
They vary greatly in size, some may contain a few hundred businesses but the larger ones can contain detailed information on millions of businesses. The address, website and phone numbers are not the only information you may find on an online one, if the company has requested it you may even find an advert detailing their company, what it does where it is located and how it can help you.
Some directories focus specifically on an industry sector (and example of this is the 'Promotional' market), there are some directories out there that only allow promotional company to advertise wit them, another specific industry you may come across is 'Manufacturers'.
Whether you're targeting the consumer or business market, the first step to optimising lead generation is to make sure you're using sufficient quality data.
Your own market data should be up to date, compliant and have sufficient information to enable effective segmentation and targeting of prospects. If you are in any doubt as to the quality of your data or if you want to expand your pool of prospects a professional list broker can really help.
Direct and email pieces really must have a strong focus on a 'call to action'. You need to strongly suggest to the reader that they should take a particular course of action. 'Buy Now' is seen everywhere, largely because it works! Including a call to action serves two purposes. It starts the reader moving along the sales cycle through such actions as registering for further information, a product trial or to download vouchers and coupons. In addition, using tracking codes on coupons or website addresses the call to action allows you to monitor responses to your creative piece.
When creating your call to action, consumers respond better to direct and email communications with an emphasis on a clear offer . Your main aim should be to create an offer to attract a purchase as early as possible in the sales cycle. Examples of this sort of offer are percentage discounts or two for one offers.
In B2B marketing things are somewhat different. Although simple offers have a place, thought leadership-based calls to action tend to initiate earlier purchasing decisions. Your calls to action for this group could include invitations to web-based seminars or to download research surveys and the latest white papers.
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