The Best Thing That You Can Do For Your Business
How Email Funnels Drive Business
One of the most consistent and top performing sales tools is a well crafted and engaging email funnel. Although numbers vary, it’s certain that a business’ sustained customer base comes directly from email marketing. It’s worth while to take the time to work this component into your strategy for digital marketing in Santa Barbara.
A successful funnel system starts with a quality landing page. That means a place where potential customers can begin the process of being nurtured. Essentially it’s your web site. When considering your web site design for Santa Barbara, realize that people are there because they are already interested in whatever your business has to offer. They must have arrived there via SEO, social media, referral, or some other reason. Perhaps they are there ready to buy because of your successful funnel campaign – bravo!
But hold on, let’s reel it in here. For the sake of argument, let’s say that this is their first time to your page. Ultimately what you want them to do is just hit the “buy now” button, but let’s get real – it takes on average, three weeks for a visitor to become a paying customer. You must establish what internet marketing guru David Boozer calls, “Authority”. Your landing page, needs to convince the potential customer that you are a professional in whatever field you conduct business in. Secondly, build trust, and offer value to the customer. So how do you build trust? Email funnel, enter stage left.
The first thing to understand with email funnels, is that it doesn’t have to be complicated. In fact, simple is better. And secondly, it does require some bit of software to manage the email. And lest I forget, let’s have some good copy in there too. Bad sound equals bad movie, bad copy equals bad marketing. You can take that to the bank. Okay, here we go.
There are two basic kinds of emails in an effective funnel, the follow up message and the broadcast. The follow up message, or what is sometimes referred to as a “did you know”, is generally a 3-4 message series that comes after an opt-in on the landing page.
It’s basically a simple message that’s designed to welcome the customer and inform them about your product or service. This is not a selling tool, and generally should not make the customer feel like you’re trying to sell them anything. The follow up message is a trust building tool – facts about the market, uses of your service, etc. The frequency of this message depends on your particular market and product or service. In general you don’t want to send fewer than one per week, or so many that you cross the line and spam them. Remember, it’s about trust. The one offer however, that is important in the follow up message, is an invitation to receive the second type of message – the broadcast.
The Broadcast message is your sales tool. This is where your call to action comes in. It is a much more media heavy message, with videos, invitations to purchase, and information about your services specifically. This usually goes out once a week and is designed to affect your potential customer’s decisions to return to your site with the intent to purchase.
Email marketing is an art, to be sure. Well, to be fair, all digital marketing in Santa Barbara is an art. Creating an engaging web design for Santa Barbara, writing engaging and inspiring email marketing, social media, getting it right is no small feat. Although when executed effectively, will provide you with the kind of consistent growth that will allow you to focus on your product. Let’s face it, unless you are in the marketing business, marketing is not what you started your business to do. You started because you love quilts, or fire extinguishers, or fixing flux capacitors on 1981 DeLoreans, or whatever it is that you love to do. Let a well executed funnel system go to work for you, and get back to your future.