It really doesn’t matter what business you are in, the information that you can provide to your prospects is of high value to them. If you provide the information as a free service, you are likely to convert more prospects to clients.
The process of ‘giving freely’ is a great marketing tool in many industries. For this very reason you should create a regular professional e-zine or newsletter to send out to those prospects that you have connected with over time.
Information is valuable to your market; provide information in articles that will help them save money or grow their market share. Either way they will have an interest.
Creative writing can be a challenge because of the time and the effort required to select the material and prepare it for despatch. If that is a problem for you, then you can locate professional copywriters to put some material together for you on a regular basis.
The key here is to provide information that is useful and do so in a regular and convenient format. That will normally be a newsletter. Here are some ideas to help:
- Regular contact with your market can be achieved by an online database and auto responder system.
- You can feed your online database by using a website capture form.
- The frequency of your online newsletter can vary subject to your market, but is generally accepted that a newsletter once every 2 weeks is acceptable in most industries. The point is that you have to create the interesting content.
- Consistent branding should be achieved across your website, newsletter, and marketing material. Have opt-in forms in all of them for clients to join your database register.
- When you communicate to your prospects, provide exceptional value and relevance.
- Personalise your communication so that the articles and the newsletter talk to the person. When you write your newsletter, do so from the angle of personalisation. Talk to the person on an individual basis rather than some generic broad informational manual or article.
- Make it easy for the prospect to contact you via mobile, email, and calling in.
- Put a name on everything. If the prospect wants to make contact, they have a name to make contact with.
- Allow your newsletter to build your circle of influence and relevance. Over time it can multiply the value of your prospect database. When you make that regular telephone call to your prospects, the conversation will be much easier.
- Follow up your database a few days after you send out your newsletter. Talk about the feature article to see if that was of any use to them.
- Ask your prospects if there is anything that they would like you to handle or discuss in upcoming newsletters.
As easy as this process is, many businesses struggle with e-zines and databases. They seem to find the organisation and process a bit of a challenge. Make no mistake here; business today has changed radically and the levels of communication have opened right up.
Be prepared to be a ‘cut above’ the competition when it comes to the client and prospect communication process. Over time it will help you build massive market share and opportunity.