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The Online Marketing Road Map: Step 7 – Email Marketing (Part 2)

Showing Customers the Way: Converting Traffic to Leads
Showing Customers the Way: Converting Traffic to Leads

We’ve discussed the importance of email marketing and how to get started with it in Part 1, now in Part 2, we’ll explore how to use email marketing to convert web traffic into warm leads and customers. Getting traffic to your site is just one component of the online marketing process, the most important part is to get the right traffic that’s intent to take the conversion you need for your marketing efforts (e.g. filling out forms, calling your office, downloading your products, etc.). In order to find the right traffic, you have to create the kind of content that’s compelling to your core audience. With that content, your next stage is maximizing that relationship through captured contact information, most notably, your email marketing list.

Email marketing can help you cultivate the relationship with your prospects because it provides a way to build trust through a series of strategic emails that seek to provide useful and relevant content that primes your audience to act on your behalf. The following three (3) stages will help you turn visitors to your site into prospective leads and finally satisfied customers:

  • Stage 1: Capturing Customer Information: It’s important to turn visitors to your site into warm leads, and to do this, you have to know who they are. This first stage allows you to capture customer information via a web form or pop-up box that grabs their email address. Having contact information is valuable currency to an online marketer, thus you must be willing to give something in return to your prospective customer so that they feel compelled to hand over such a valuable commodity. Free templates, eBooks, whitepapers, tip sheets, and mobile apps are great ways to encourage people to fork over their email in exchange for your useful download. Promotional offers that provide severe discounts or limited-time deals can also work, if they’re used sparingly within your industry.
  • Stage 2: Sending Regular, Targeted Emails: Sending an email at least once a month (more if your industry and the popularity of your topic demands it) is a great way to stay on your customer's minds. During your capture stage, you can begin the process of list segmentation by having customers opt-in to special categories based on their interests (e.g. international travel, weight loss tips, etc.). You can even segment your lists internally with additional information you’ve obtained from your subscribers like their email addresses, or behaviors you’ve observed over a series of messages you’ve sent. Sending regular, targeted emails over an extensive period of time also helps you test the vary times and dates of delivery that maximize your campaign’s potential. Also, cool tools like A/B Split Testing your email marketing campaigns help you find what content really resonates with your list members.
  • Stage 3: Surveying Your Converted Customers and Tweaking Your Strategy: Some of the best information you’ll obtain will come from people that have answered your call-to-action and been converted to happy customers. Surveying these customers to find out what they like, dislike, and would change about your products or services is an excellent way to uncover new ways to better serve them, and go out and get more customers like them!

In Part 3 we’ll delve into key metrics to watch to keep you on top of your email marketing game, and provide a more in-depth look at how you can use these stats to expand your reach and grow your customer base.

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