Let’s pretend I just gave you a stack of crisp $10 bills, 100 of them. Now let’s go sit down by a cozy fire and review the last 100 visitors who came to your website. For each visitor who ended up opting in to receive your marketing material via e-mail, I’ll let you keep a $10 bill. If the visitor left your website never to return again, then you have to crumple up a $10 bill and toss it into the fire.
At the end of this exercise, most small businesses would have less than $100. That’s $900 that could have been in your pocket that is now gone—forever! When you don’t get your website strategy right, this happens in real life, hour after hour, day after day. If you want to build a substantial e-mail marketing list, you need to turn your website into a "lead-capture machine." Here are three steps to follow:
1. Create an irresistible "lead magnet." The purpose of the magnet is to attract your visitors and give them a reason for opting in on your website. Free reports, white papers, e-books, Webinars, etc. can be used to both attract and educate your prospects.
2. Offer the magnet on your website in a compelling way. The traditional "Subscribe to My Newsletter" lead-capture form ain’t going to cut it. Your opt-in form must draw the visitors in with a compelling message and needs to be placed in a very conspicuous place.
3. Automatically follow up with the opt-ins to convert them to customers. Once the person fills out your lead-capture form, you can use powerful marketing automation technology to begin to follow up with your new opt-ins. For example, you send a series of e-mails in this order that read along these lines:
Day 1. Immediately confirm their request, and deliver your "magnet."
Day 2. Send another educational, value message that creates value.
Day 4. Discuss the problems your offering helps prospects to overcome.
Day 7. Present an offer that relates to the conversation in prior messages.
Day 14. Deliver even more value, and follow up on the special offer.
Co-Founder and Vice-President of Customer Service
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