Why is it that despite considerable investment in design, search engine optimization and marketing most websites just fail to do anything for their owners? A website is just another form of direct response marketing yet most sites fail to utilize even the most basic website strategies let’s look at a simple website strategy that utilizes your site and email to provide you with a list of never ending prospects and allows you to boost sales to existing customers.
What do your prospective clients need?
When you speak to prospects on the phone or over email, what are their requests? I take it you are an expert in your field and the information that you share with them in these initial conversations helps them towards a purchase, starts your relationship and also establishes your credibility.
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Does your website do any of this?
Most people use the internet for information. If you are looking to buy a new car the first time you are likely to do research the various options and start to build a picture of which vehicle you will go for.
Now, most websites concentrate on selling the said car so, whilst the customer will eventually get to that stage, you have missed an opportunity to start the sales pitch much earlier in the process and will now be competing on price and in a big pond.
You should be looking to establish a relationship with your prospects as early as possible in the sales cycle. If you can provide meaningful information (which is likely stuff you take for granted) and publish this on your website then you will catch people searching at this early stage and have a chance to build a relationship.
A Simple Website Strategy
Putting the information on your site is not enough. You need to make contact with the client and then build upon this and the best and most inexpensive method of doing this is through email marketing (emarketing).
As an example:
– You add a review of a product or service to your site
– you provide a more detailed report for download
– client can download report if they provide email address
At this stage, you have a lead with a pre-qualified area of interest, a lead that you can follow up in a non invasive way via email. You can either build a list around these contacts for bulk email or contact them direct to see if you can help.
Email The Tail that Wags the Dog
When it boils down to it, there is one thing that marks the difference between a successful website and a total, abysmal failure Email.
Email is the tool you use to establish the relationship. Email is the tool that allows you to build up your credibility with the client and email is the tool that will bring that client back to you when they are ready to buy as they have received so much solid and useful information.
What You Need
You need a website that allows you to easily publish information. The web has moved on and there are now various content management platforms that make managing your own website as easy as updating your Facebook status.
You need an email marketing tool that will allow you to gather email addresses, manage lists and send a regular email to multiple recipients.
You need to focus on the informational requirements of your prospective customers.
New Customers + More Sales from Existing Customers
This strategy works well to get new customers but it works great to sell additional products to existing customers. They already know and trust you so if you are sending out a regular email with products and services related to the ones they have already purchased from you then the additional orders will start tumbling in.
This is a basic overview and you will need to put in some thought regarding the content that will appeal to your prospects but by following this strategy you will soon see how your website can feed you a never ending stream of prospects and customers.
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