By: Linda Fulkerson
When I worked as the director of digital services at a large media group in Texas, one of the sales trainers gave a statistic about following up with potential customers. He said the average customer has had seven contacts with a business before they buy. Seven. So, one-and-done marketing won’t generate the best results. We need to follow up with our potential customers, who, in marketing terms, are called “leads.”
Email marketing is still the best way to nurture leads in order to convert them into buying customers. This is accomplished by embedding a web form, also called a “lead capture form,” onto your website. Typically there is some sort of offer to give in exchange for a site visitor’s email address.
Once you have their email, you can easily follow up with a series of automated emails (using what’s called an “auto-responder) that let your readers get to know you as well as to provide them with some valuable training or information.
There are a number of great email marketing services available. I use one called Aweber, but there are many good ones out there. Today’s poll asks, “Do You Use Email Marketing?” If you have email marketing questions, please use the comments area to ask them.
Do You Use Email Marketing?