How Do You Communicate to Your Customer Base?
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This article, which we have broken into two posts, is curated from the latest issue of the magazine. In the first post, we examine the “mailing list” (or in the “old days” it was/is a box of business cards), and what it represents to you in building relationships with your clients. The second post focuses on reinforcing your credibility on the way to success. Enjoy the article today, and then we will direct you to the second half. Thanks for reading!
Why Your Business Needs a Mailing List Right Now
In this article you will learn all about one of the best ways to build your online business – which is through email marketing. But before we dive in, let’s take a look why this kind of marketing is so effective for small businesses such as yours.
Email marketing is easy to leverage.
It is one of the easiest and fastest ways to harness the power of the Internet for your business and make extra sales. Why? Because all you do is compose an email, customize it to suit the reader (their first name or last name), and click the broadcast button to reach thousands of people… instantly! Within seconds, everybody on your mailing list knows all about your special offer or new service.
Email marketing is highly scalable.
Unlike an ‘offline’ business where the more customers you have, the busier you are, in email marketing, it is much easier because regardless of the size of your mailing list, whether it is 100 or 10,000, all you need to do is click broadcast and everyone on the list gets notified – all for the same effort! It just takes one click, no matter how many people you send an email to.
Email marketing is highly targeted.
One of the reasons why Email marketing is highly effective at getting sales is because the recipient of the email gets a targeted promotion seemingly created just for them. You are marketing directly to the customer through their PERSONAL mailbox. Not only will you grab their attention firmly, they will tend to respond with the right buyers mind-set because they are marketed to directly (unlike other advertising where the buyer might not be in the frame of mind to buy things).
Email marketing is personal.
Auto-responders allow you to customize the email in such a way that it allows you to connect with the subscriber individually. The more personalized your email, the better the result (treat it as though you are writing to your best friend).
You can automate many tasks with your auto-responder. For every new opt-in subscriber, you can time your emails so that you can build a relationship with every new opt-in subscriber. You decide what to send to them, when to send it to them and the frequency between each email.
Email marketing acts as an excellent way to pre-sell your products and services. You might not be able to cram a long sales letter into your email, but at least you can pre-sell your subscriber and lead them to your blog, sales letter or website to check out what you have to offer and set them in the right frame of mind before they evaluate what you have to offer.
Now that you can see how effective email marketing is, let’s show you some of the techniques on how to build stronger bonds, in-still stronger credibility and increase your opt-in list response with relative ease… all with email marketing!
Developing The Competitive Edge
One of the most important things you must do to achieve success online is to build a solid relationship with your subscriber.
Building a relationship is important because it can make the difference between making a sale and losing it to your competitor.
You see, just like in real life, if I had to choose between a friend who provides a service like car repair and a stranger who offered the same service for the same price, I would choose to use my friends services every time.
Why? Because I’d rather give HIM my business compared to a total stranger.
That is how email marketing will work for you. Online marketing is very competitive and you will have a lot of competition from other businesses in your niche. So when two marketers are promoting the same product, having a strong rapport with your subscribers will give you a competitive edge and the sales will come to you rather than them. Take this scenario as an example:
During a massive launch online where high-ticket items are being sold and tons of marketers everywhere are sending emails to their subscribers, most marketers would be offering bonuses to ‘bribe’ their customers to buy through their affiliate link.
Sometimes, 3 or more would be pitching the same offer with similar value. So the question you should be asking yourself is if you were in the shoes of your subscriber, why should your subscriber buy from YOU instead of other marketers? Once again, if you have built a strong relationship with your subscriber, they will be on your side and will chose to buy from you instead. One of the best ways to build relationships with your subscriber is to strengthen the rapport between you and your customer.
Here are a few ways to achieve that:
- Keep in touch with your mailing list often. Don’t mail them only when you need to promote a product or service.
- Ask about their needs and concerns. Use questionnaires and surveys to get them involved. Ask them what they want you to provide for them to help them with whatever problem your niche solves.
- Send them gifts sometimes. It could be in the form of free reports, tutorials, checklists, discount coupons or even free samples.
- Be personal. Let them see your human side or your personal life. It sure beats dry, stale Emails that talk about product launches all day.
- Be educational. When you impart something of value to your subscribers, they will see you as an expert and will be more inclined to listen to what you say. This will come in handy when you want them to ‘listen’ to you and buy whatever you are selling.
As you can see, it isn’t just about getting into a potential client’s mail box. It is about establishing and nurturing a win win relationship with the potential client for the long term. Let’s talk more about credibility and trust. You can read part two of the blog post here:
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