Covid 19 has brought many challenges including the need to work from home
Amongst the many challenges currently faced by American businesses as they come to terms with the shock Covid 19 has wrought on their working lives is that of targeting the American workforce at home. What initially started out as a temporary measure has for many now become the norm, with a number of US companies announcing that their workforce will stay at home until at least mid 2021. For businesses, particularly those in the B2B sector, the question arises: how do I target my contacts while they’re working from home?
Count on Your Trusted Data Provider for Advice
The answer comes down to the data you have at hand and, in particular, the data provider you’re working with. You want one who has the experience and the know-how to navigate you through these turbulent times. We’ve been asked for advice from own own clients and, as a data provider with over 25 years of experience, our response has been:
1. Don’t discount email marketing
Your contacts are working from home but that doesn’t mean they’ve stopped working full stop! They’re still checking their emails and research has shown that email engagement has been trending upwards and unsubscribe rates downwards during the pandemic. If your email data isn’t up to scratch, we have over 40 million business contacts available that can be segmented as follows:
Company Size/ Number of Employees
Industry or SIC Code
Company Annual Revenue
Job Title
Geography
Women & Minority Owned Businesses
2. Go old-school with snail mail
Yes, it might seem like a blast from the past but direct mail is making a comeback. Seen as more personal than email, direct mail can be extremely effective for marketers looking to engage their audience. And just because your contacts aren’t in the office, doesn’t mean you can’t send them something to land on their doorstep. We can provide the postal data you need to run your next direct mail campaign.
3. Consider social campaigns
According to the New York Times, social media use has shot up since March. For example, there has been a 27% increase in the use of Facebook amongst Americans since the pandemic hit. Your audience could be sitting out there in their homes waiting to engage with your social ads. Lighthouse List has a wealth of phone data, email data & MAIDs, that can be matched to social users for advanced targeting. What’s more, our data can be segmented by interest and demographics to ensure you’re reaching the right prospect.
4. Run a targeted digital ad campaign
If social and email campaigns aren’t enough, there’s always the possibility of running a display or video ad campaign. We have over 750 million cookies that can be segmented to create your ideal custom audience for a hyper-targeted and effective display campaign, plus our CTV data is ideal for running video campaigns.
At Lighthouse List, we know that every company has its own specific data challenges and no one size fits all. Why not get in touch to discuss your needs and see how we can help? Contact us today to discuss your company’s strategy for targeting workers at home.
