Don't sell first; make a friend through your list by marketing a
newsletter where people wait for your emails.
- 32 -
1st Things 1st
In the world of Net marketing, conversion of a visitor to a buyer is done through relationships.
The goal of any site is to draw in visitors. But that's only the start. A one-time visitor is just that, one chance at a sale or conversion. When a visitor is one that comes back over and over they're more than a visitor, they become a buyer and the buyer has the potential to bring true returns.
The question then turns into what makes this individual come back?
Naturally there's the content that the site provides to bring value that will make them want to come back. But it may be more than that. The thing that will make somebody prefer to come back over and over is the sense of belonging. That's where the relationship starts. The relationship that's built serves as a bridge between the buyer and the site.
The beginning thing in establishing a relationship is the building of trust. Too many sites amass e-mail addresses and info with the intent to sell this data to other people for profit. This sold data is then utilized as lists and possibly as spam. As a reputable web site, this must be a no brainer doctrine and is the first building block of trust is a published policy that data will never be sold, traded, or otherwise compromised and stringently enforced.
Most customers want to be informed about updated info on a subject of interest, fresh products on the market, and in general, news. What they don't want is the feeling of being spammed. Even in the finest
- 33 -
environments, there's an excess of data and if the customer feels bombarded, it won't build a beneficial foundation.
It's best if the site offers a number of choices for update. As a whole, e-mail in the form of a newsletter is the most common, but it can be the most derisive form of communications if not utilized correctly. If the site offers daily updates, it should likewise offer a weekly compilation so that the user can get the same info, but just once a week, or even once a month.
When utilizing email for communication, keep the commitments that are made. If the web site says it will send updates once a day, don't send more than that. If it states that it will send tips to make the users life easier, don't send sales pitches. Nothing will anger a buyer than to be taken advantage of.
Contact Drew Innes at drewinnes@me.com or call +61 414 555 966 for information on his Private and Group Coaching Bootcamps
- 34 -