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.