A Perth, Australia, teenager Matt Corby posted an image of a less-than-a-foot-long Subway Footlong. The image that circulated around the web last week showed a Subway FOOTLONG® measuring only 11”. The article posted on BuzzFeed.com suggests that legal action could be possible for false advertising; I will leave the legalities of the less-than-a-foot-long sandwich to the legal people. But the lesson that I take away from this situation is the importance of delivering on promises that you make to your customers.
Following up with potential clients is crucial if you want to succeed in business. I am sure you have heard people say, “The money is in your list.” when they talk about getting clients. However, if the people on the list don’t know what you do or how you can help them, having a list is meaningless. The money can only be in the list if you communicate with your list. You have to constantly be in touch with the people on your mailing list or they will forget about you and your business. People get inundated with marketing messages. It’s important to be in constant contact with your ideal clients.
Don’t Make All Your Communications About Business
Not all of your communications with your prospect have to be business related. A personal touch goes a long way. Send your potential clients hand written thank you notes or greeting cards for key milestones such as birthdays or accomplishments. When you see articles that you know will interest people you are networking with, share them; forward the link to the article with a note as to why you thought this would be valuable information for you. And don’t forget picking up the telephone is a great way to stay in touch with your prospects. A quick phone call to see how things are going in their business and how you could potentially help can go a long way in building lasting business relationships.
Vary the Methods You Use To Stay In Touch With Prospects
Don’t just limit yourself to email communication. Social media is a great way to engage on a day to day basis with your prospects. Make sure that the people on your mailing list know how to reach you on social media. Include the links to your social media profiles so you can have another way to keep up with your prospects. If you are a Gmail user install rapportive to give you greater visibility into all of your contacts (prospects and customers). Rapportive shows you everything about your contacts right inside your inbox.
Also, never pass up an opportunity to meet with the people you want to do business with in person. Your potential client will always do business with someone they have met in person instead of someone that is just a name and an email address.
Don’t Give Up, It Takes Time
It is very rare that people will buy from you on the first try. You have to stay at the forefront of your potential clients’ mind. Ideally you want to be the first person that your client thinks of when he or she is ready to make a purchase. You can only accomplish this by following up and staying in touch with your prospects. Your blog and social media content is a way to keep your customers engaged during the early stages of the buyer cycle in addition more personalized follow up periodically will go a long way in closing sales.
I’m sure you’ve heard that the money is in the list, and if you haven then well…the money is in your list! So, If you haven’t begun building a marketing list or have be ineffective then now is as good a time as any to start. Offering an eZine is the most common way to build a list. These daily, weekly, bi-weekly, or monthly communications provide useful information to the reader and keeps you connected to your prospects and customers.
Through various marketing activities you will drive visitors to your website. Every person that visits your site will not have a current need for your product or service at that moment or simply will not be ready to buy from you. For this reason you want to entice as many of those that do visit your site to subscribe to your eZine mailing list. By opting in to your list these website visitors agree to be sent communications such as newsletters, catalogs, promotions and other information about your business.
Here are five simple ways to building your list of prospective clients.
- Add Multiple Subscription Boxes to Your Website
Although it sounds simple enough, few people actually have enough subscription boxes on their site. At minimum half, yes half, of the pages on your website should have subscription boxes. The home page is not always the first page website visitors land on so you need to be able to capture subscriptions from anywhere on the site. The most common place for the subscription box is in the right column of the site. But you can integrate a subscribe box just about anywhere in your site. For example, you could add one just before a page or article starts, in the middle or even at the end. As long as you have good content on your website, you won’t have a problem getting people to subscribe to your newsletter.
- Offer Free Content as an Incentive
There are 30,000+ eZines and eNewsletters available via the web and that number grows by the day. Chances are your website visitors are already subscribed to many that they don’t read. We will get into the types of content to offer, but by offering an incentive you are giving them immediate value in exchange for their email address.
- Use Pop Up Windows
Popup windows are still effective ways to get subscribers, especially in niche markets. There are several different types of popup windows you can use. The first is a pop up window on exit, which pops up after you leave a website. The benefit to on-exit pop ups is that the visitor has had time to get to know a little about who you are more inclined to provide their information. The second is the popup window on-entry which obviously pops up when you first go to a website. Finally, depending on how sophisticated your website is you can have pop ups that only pop up on certain pages. The benefit of these is your free offer can be related to the type of content on the page that they are visiting. You can do a web search to find tons of popup programs; one of the most popular (currently) is Popup Domination which offers both a WordPress and a standalone version. I recommend the pop over that can’t be knocked out by popup killers. So when someone visits your website they get interrupted by your top message you want to get across immediately, i.e. asking them to subscribe to your newsletter, etc.
- Maximize Your Email Signature
This is so simple, yet people forget to even do it. Think about it, in the course of doing business you send out quite a few emails every day. Use these communications as great method to pick up some new subscribers to your list. At the end of each email you send include a 1-4 line ad for your newsletter. Do not simply say “subscribe to our eZine” create a statement that shows value to your audience. You will be surprised how many people will sign up from your email signature.
- Contact Previous Customers
If you are just starting your eZine don’t forget to reach out to past customers to invite them to subscribe. Tell them you’re starting an ezine and let them know they can subscribe anytime they like and get all the information for free. These people have already proven their interest in you or what your selling, so it makes perfect sense they would want to hear from you more often than they already are (if at all!) This simple method is powerful and another one that most people over look. Your customers are likely to be your biggest advocates and past customers generally spend 70% more with you than a new customer.
What strategies are you using to build your list? What challenges do you face in trying to gain subscribers?