Many people are surprised to see how many visitors their website receives in any given day; but they are even more surprised and are usually dismayed to see how few visitors converted into sales. You have to realize that people visit websites for many reasons:
- some wind up there accidentally by clicking on the wrong link
- others go there to find information, but didn’t find what they were looking for
- some find what they want and buy instantly
- many people who visit your website to do preliminary research
The people that visit your website on accident or don’t have a need for your service are not considered prospects, but the people who are visiting your website with interest, but are just not yet ready to buy, can definitely be considered leads.Converting these visitors into leads and from leads into customers can be done with a traditional sales tactic using modern technology.
Traditionally, when you meet a prospect you would talk to them, share some insights, and engage them in conversation. Today, the internet removes a bit of the social element from sales, so you need to reach out a little bit more in order to interact with your prospects. Email newsletters are an effective way of staying in touch with your leads and keeping them current in what is happening in your industry. If you use email newsletters on a routine basis and provide tidbits of advice that are valuable enough to make your recipient keep your email and open future emails from you, you have actively started the conversion process.
The email newsletter is not about HAMMERING your goods and services – it’s about engaging them in conversation, helping them solve problems and becoming a trusted resource.
By keeping your name, your products, and your services out there with anyone that has shown an interest in you, you are making it easy for them to decide to use you when the time is right. Not everyone that visits your website needs what you are selling right away, but you want to be the one they choose when the time is right. Email newsletters are instrumental for reminding people of who you are, what you have to offer, and why they should choose you.
Do you have an email marketing success story? Please share it in the comments section.
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