Sounds more like a Facebook question but in the very near future it could be one of the most valuable assets your company owns – your prospect database.
Give away free “stuff” on your website. The cost of getting the free “stuff” – give me your contact information. I believe it is only necessary to get an email address. Make it simple and nothing that would put off those wanting the information. If they are a true prospect they will engage you further as they learn more about you and learn to trust you.
Once you have the email – what to do now?
Build a campaign around each and every one of them. It may depend on what they downloaded, it may depend on what part of your site they downloaded from. If there is any way to further narrow down what the interest was or the level of interest then I would recommend doing it.
What might a campaign look like?
An email inviting the person to sign up for the newsletter – I would recommend not automatically signing them up.
More free information based on what they have already downloaded
An invite to see you at the next conference – with a date and ability to fix a specific time with you
A link over to your blog about the same subject, an article on the same topic, it might even be another site.
Keep them in your database and have the ability to update the database when the need arises to keep track of any interaction that might occur from your outreach.
Work? Why yes it could be, think about who we are talking about – they have gotten to your website because they needed information about a possible buying decision. My thinking is that these prospects are hotter than most others you may trip across – keep them dear to your heart and nurture them.
If you have done any of these please post back and let me know what has worked for you.
Rick Simmons is a principal at Dinkum Interactive, a firm specializing in online marketing solutions for small and medium sized businesses around the globe. With more than 25 years of experience in advertising and marketing, Simmons has spent the last four years focused on search engine optimization, and other Internet marketing strategies. Reach him at 267-626-9094 or rick@dinkuminteractive.com.
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May 16, 2012. Posted under: Blog.
I collected my god-daughter from dance class the other day and we grabbed a “treat” on the way home. Charli is 10, super bright and delightful. As we ate liquid chocolate, she told me about her school assignment where they had to devise a restaurant for kids. Her big idea was that while kids were waiting for their meal, they
[...] Finally, email marketing is an essential tool. Rick has spoken about establishing and maintaining relationships in previous blog posts so a quick refresher may be in order. [...]