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