The Most Important Tool Your Website Should Use

Most websites don't do this properly.

But the most important tool your website needs is a way to capture email addresses, to build an email list, so that you can continually market to those people through email campaigns. 

You can use Contact Forms, or Pop-ups, but however it looks on your website, it must be simple, easy to use, easy to read, and the viewer should easily understand what they're giving up their email address for.

Whatever they are signing up for, such as more information for a product or service, it should be interesting, it should be easy to understand, and it should be compelling. 

Later on, you'll be using these email addresses to continue to market to this group of people through email campaigns. Maybe these people will not be your clients or customers today, or even next week. It could be that they convert to a customer 12 months from now. But the point is to have this email capturing system as soon as possible, so you can build an email list that is as large as possible. 

Here's how to effectively set up collecting email addresses:

1. Collect emails through a simple contact form.
This can be as simple as creating a contact form to allow people to ask questions, request a quote for services, or other simple ways to allow people to get in touch with you. Once their request comes through, add them to the appropriate list in Mailchimp to manage your email addresses and follow up with marketing at a later time.

2. Offer something free in exchange for their email address.
To say something as simple as "Sign up for our free newsletter" doesn't work much. If you are a start-up business, you first need to establish credibility with your consumer base by offering something valuable, interesting and worth their time. So, let's say you are an Interior Design business looking to collect email addresses of prospective Clients. You can offer a free "5 Important Things Home Owners Forget When Planning For A Home Renovation" PDF download or email newsletter to encourage visitors to sign up. You want the content to feel important to your consumer in a way that they wont want to miss out on some valuable information they may not know about. 

3. Pop Ups are okay to use.
While most people find pop-ups to be annoying, they are still often the best way to get your visitor's attention by focusing on one aspect of your website. And if the content on the Pop Up is interesting and valuable, and makes it easy for people to submit their contact information, then there is a higher chance they will be interested in using it and not find the pop up to be annoying. 

The most important way to use your business website is to collect email address. Over 50% of visitors to an average website will leave within about 7 seconds of viewing it for the first time. This means, that time is crucial to capture their attention and collect their email address. That way, you have a way to help them come back at a later time. You'll help your customers and clients slowly ease into making their first purchase with you. 

Lesson 2: Use Email Marketing To Drive Business Leads

Email is the most effective way to bring people back to your website. As long as you focus on collecting email addresses and leads, this process is incredibly simple.

The problem is that most website owners don't focus on capturing leads. Most people visit your site, and then quickly leave it forever - never to come back. But if you design your website to capture leads, then you can continue to market to that group of people for many months to come.

The best email marketing campaigns are ones that provide valuable information. They are roughly sent out once per week on average, with the idea that your prospects & leads will eventually convert to clients and customers over the coming months.

But don't think of your email as a way to keeping trying to sell and annoy people. Instead, think of it as a blogging platform that gives your email subscribers valuable and important information that will help build trust over time.

Here are 4 things to keep in mind when using email as a marketing tool that I have found to work extremely well for growing your business online.

1. Send out emails roughly once per week. 
Most of my clients fail to do this. But it is one of the most effective online marketing tools there is. Make it a habit to write a blog once per week, which can also function as your weekly newsletter. On average, most email marketing is pretty effective went sent out roughly once per week, or every other week. You want your leads and potential customers to remember your business's products and services. Think of it almost like billboard advertising. Print advertising and signage has the primary purpose of helping a product or service stick in your mind over time. Your emails should do the same by being a regular weekly or bi-weekly reminder of your business. 

2. Focus your email content on valuable information.
No one likes to feel like they're just being sold to for no purpose. So instead of always trying to push a sale, think of your email campaigns, blogging, and other marketing as a chance to educate, help or improve the lives of your leads. If you sell leather purses, for instance, educate your customers on where you source your materials, how you came up with the design, or actual testimonials of why your previous customers love the design. If you are a therapist, offer free blogs for lifestyle tips on how to manage your emotional and physical health, or regular reminders on how to start the day off right. After 6 or 7 of these blogs or email newsletters, it's okay to ask for a sale or offer a promotion. Over time, your clientele will have started to trust you as an expert, and are more likely to move towards a purchase because you've invested time back into them. I've found this strategy for email marketing to be the most effective of any online marketing that you can possibly do. 

3. Email marketing is a slow and patient process.
Most of your customers and clients will not covert to make a purchase on Day One. In fact, the majority of them are still gathering information, studying their options, and trying to make the best decision possible before moving forward on a purchase for a service or product. So think of your email marketing as being a patient and reliable guide to help them towards making the right decision. Many of your leads may in fact take 6 or 12 months to convert into a paying client. On average, a consumer needs around 7 points of exposure to your brand or products before being ready to actually pay for your product. So if you are sending out emails once per week, then it is roughly going to take, on average, 7 weeks before that person is ready to make a decision. So be patient as you do email marketing, knowing that it will only pay off in the long run.

4. Direct people with a clear call to action on each email. 
Failing to provide a clear 'Call To Action' on all of your emails is going to result in lost opportunity. Your 'Call To Action' doesn't need to be perfect. It just needs to be there, and it should be obvious. A big button with a clear direction is all you need. For instance, the email could say things like "Call Us Today For A Quote" or "Shop Now" or "Get Started Here." Whatever your 'Call To Action' should be, just make sure you get in the habit of including it on all your marketing material, so that when a customer or client is ready to move forward, it is obvious what action they should take to get started.