Increase the Chances of Getting Your Leads to Call
In the previous articles of this series, we discussed your website, advanced SEO, creating good content and social media. There’s just one more piece of the marketing plan left.
Best Email Marketing – 7th Time’s the Charm
Despite your best efforts at designing a great website, promoting it, writing good content and sharing it online, people won’t buy, call or even contact you the first time they’re on your site.
Unfortunately, most people don’t buy the first time they see your offer. In fact, it’s widely agreed that it takes seven “contacts” or “touches” before someone will buy from you.
But as we’ve seen throughout this marketing series, what seems at first like an obstacle, can be your opportunity. Remember, you just have to do a few things just a little bit better than your competition to succeed.
Here’s a helpful infographic from our partners at Constant Contact about The What, When, and Who of Successful Emails.
Provide a Road Map
Visitors come to your website looking for answers. Perhaps it’s a tip or an explanation of something they want to know more about. You’re hoping they’re looking for the phone number they can call to fix their problem. Whatever it is, they’re looking for it. It’s your job to show it to them.
Guide your visitors from the answer to their initial question to the next thing they need to know. Provide direction. Tell them what they need to do next.
If they’re looking for a “plumber near me,” your site assures them you’re a plumber in their neighborhood. So tell them to “Call Now,” with your number in clear text (hopefully it’s clickable so they can call with just one tap).
If they want to know how to do something, tell them to read other articles related to their first question.
Call to Action
But what if they don’t call? Have you been listening? They’re probably NOT calling the first time they visit you site.
Now that we finally have that cleared-up, here’s what you need in addition to your clear “Call Now” and clickable phone number. Every page should have a simple offer – coupon, how-to guide, special give-away – that you offer at no cost in exchange for their email address.
The offer can change periodically. But the key to best email marketing is building an email list of potential customers.
Don’t waste all your marketing efforts by failing to follow-up with your hard-earned website visitors.
Follow-up is the Key
An email list offers two immediate benefits. First, when someone gives you their email address, you can potentially follow-up with them until they eventually buy from you. Over time you can learn which emails are more likely to become customers and you can focus your attention of them.
Second, once you have an email list, you can send offers to hundreds (or thousands) of people anytime you want to. If you cultivate your list properly, these people get to know you and look for your emails in their inbox. They’re more likely to open your emails because they like you. And they’re more likely to buy your offer because they trust you.
More is Better
Many people say “email is dead!” That’s because some emailers fail to build relationships with their list. The people on your list should see you as helpful on your website, on social media and in emails.
There should be a consistent theme that creates a good feeling within your visitors, your readers, your viewers, you list members and your customers, knowing that you are here to help them with their problems.
Don’t waste all your marketing efforts by failing to follow-up with your hard-earned website visitors. When someone visits your website, give them what they came for plus a little more.
More is usually better, right?