The most frequently asked questions I get regarding marketing to generate leads and new customers are all around the topic of buying, using, and renting prospect lists. Since the list IS, by far, the single most important element of any marketing campaign, this is a topic that is worthy of some time and energy – but most of the IT business owners I talk to have very poor to outright terrible strategies when it comes to this part of the marketing equation. So let me set the record straight…
The greatest "secret" of obtaining a hyper-responsive mailing list is this: great lists are not bought, they’re built. That might not be the answer you were looking for, but it is the truth. Going out and buying a list with the intention of turning the people on it into loyal, high-paying clients is akin to buying a bride. Can you do it? Sure, but not without a lot of cost, time and risk.
The responsiveness of a list is in direct proportion to the relationship you have with the people on it. So if you are sending a campaign (online or offline) to a list of people who do not know you and whom you have no credibility or relationship with, your response is going to be very low.
But take a list of people who not only know you, but also like you and trust you, and the response will be much more positive. That’s why you want to take great care in building and nurturing a relationship with your house list. Here are 4 tips for getting that done:
Put ALL your contacts (customers, prospects, and media contacts) in a good CRM system. I’m amazed at how many businesses do NOT keep a database of all their customers and prospects. Some have been in business for YEARS and only have a list of 20 to 30 names. That’s a crying shame. In my office, we have a rule that “Everyone goes into ACT!” You should do the same.
Offer something of value on your web site to encourage visitors to opt in and give you their contact information. This is also the only legitimate way to gather e-mail addresses. It can be a free report, audio interview, free trial, etc. As long as it has a high-perceived value, people will opt in to get it.
Attend as many networking groups and social events as possible, and trade business cards with everyone you meet. Learn how to work a room instead of standing in a corner next to the plants. Everyone you meet should be followed up with AND put into your database for nurturing. They might not be ready to buy right now, but if you continue to stay in touch with relevant and interesting content (via newsletters, etc.) you’ll find that many will end up calling you when the need arises.
Once you start building a list, communicate with it frequently using both online and offline media. Again, keep it personal and interesting; no one wants more “stuff” clogging up their inbox or mailbox. Use personal stories, photos of you, your staff and clients, case studies, valuable tips and guides, and other useful (and entertaining) information. The goal is to get your readers to look forward to getting your communications.
Posted via email from Robin Robin's Managed IT Services Sales Training
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