Online Web Research Services & Data Research, Data mining

There are various ways of gathering information about your clients but first a word or two about the types of data and types of research.

Secondary Data
Information gathered from published data sources about the characteristics, lifestyle, buying behaviour of your target clients is known as secondary data. These data sources could be government reports; information held by Chambers of Commerce, business libraries or trade associations; newspapers, radio and TV; Industry directories; trade publications and magazines and so forth. You might gather this type of information by visiting libraries, specific websites or by doing a keyword search in a search engine such as Google or Copernic or on bookmarking site such as delicious. This type of information gathering is often referred to as doing desk research. Secondary data not only provides you with extensive information on a sector, a market, your competitors, your customers but it plays the very useful role of putting your primary data research into context.

Primary data
When you gather information directly from your customers or from target clients this is known as primary data. There are numerous ways of doing this:

* Face to face interviews
* Telephone interviews
* Hiring interviewers to go through a questionnaire with people in shopping malls, in the street, at airports for example
* Self-completion questionnaires
* Talking to people who have attended one of your speaking engagements or at networking events
* On-line surveys
* 'Listening' on social media sites such as Facebook and Twitter, on-line forums
* Observation
* Focus or discussion groups

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You have a message you want to get out. That's great. However, you have a lot of competition for the attention of your audience. Direct mail, TV and radio advertising, newspaper and periodical advertising and of course, internet advertising. And we have not even started talking about social media (for example, Twitter and Facebook). All of this competition for the attention of your audience could be bad news. The good news is that you have so many channels, or tools, to get your message out. With a little knowledge and some well-planned strategy your business can be one of the few that get the right message to the right audience at the right time. Here are three tools to make sure that your message stands out.

If you wanted to pound a nail into a wall, you would not use a pair of pliers. Likewise, if you wanted to tighten a faucet, you would not use a hammer. In other words, you need the right tool for the right job. That means you need to know two critical pieces of information: 1) what is your desired outcome and 2) what is the best tool to get you there. This is true in any endeavor, be it carpentry, plumbing or communicating. Here, of course, we are talking about communication, which is a good thing because I know nothing about either carpentry or plumbing.

On the other hand, I do know about communicating a message. Effective marketing and communications require you to start with the end in mind. What is it you want to accomplish? Ask yourself, at the end of this, what do I want to have happen? Without this critical piece of knowledge, you can never strategically get where you want to go. You could end up there accidentally, but it would take you a lot more time and a lot more money. In this economy, very few of us have extra time or money. I know I sure as heck don't.

So what is the goal of your marketing campaign? Obtain more leads for your sales staff? Drive visitors to your website? Get people into a local restaurant? Have people buy their next car from your dealership? Create a robust online community? Whatever the answer is, you need a clear picture of your desired outcome before you can strategize how to get there. You then need accurate information in the form of accurate data and business intelligence so you will know what is relevant to your audience. Finally, your offer has to be one that allows a win for you and your audience.

SO LET'S TAKE A LOOK INSIDE OUR STRATEGIC TOOLBOX:

* TOOL #1: KNOW YOUR DESIRED OUTCOME BEFORE YOU START
* TOOL #2: CURRENT, ACCURATE DATA IS KING
* TOOL #3: MAKE INTERACTIONS WIN-WIN

We will look at each of these in more detail in this week's three part series Three Tools to Build an Outstanding Communication Strategy. So make sure you check back, or even better, subscribe to the feed. Don't miss out on a tool you could use to build your business.