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Informative Articles

Customer Service: A Matter of Common Sense
There's more to customer service dealing with order fulfillment, returns, complaints and questions. Good customer service is based on respect and concern --- qualities that can't be spelled out in a company policy. Consider: The managers of two...
Small Businesses Speed Growth With New Online Customer Care
MESA, Arizona, Dec. 8, 2005 - PromoterZ(tm) (pronounced promoters), a new online customer loyalty, care and referral system for small businesses, is now available at www.promoterz.com. The system provides an online service that includes customer...
Things A Customer/Client Should Never Hear When Shopping At Your Place ...
Do you know what your customers are hearing? Are you using "shoppers?" It might be a good idea, along with some employee training on some specific ‘do’s’ and ‘don’ts’, though I'm not sure you could even conceive of these things I've been told...
Using Alternative Media to Generate More Customers
Copyright 2005 David Frey Last week I received a very nice thank you gift from a friend of mine, Eric Ruth, who is arguably the number one marketing coach to the personal fitness trainer industry. Eric, asked if he could interview me about a...
Wrapping Yourself Around the Customer
The concept of wrapping ourselves around our customers is worth a second look. Isn't that a great customer service philosophy? My friend Bill McBain with Benjamin West sent me an email following the last newsletter about his meeting with his...
 
Convert Leads Into Customers, And Customers Into Super-customers!

A simple definition of marketing is "the getting and keeping of customers." To sell your product or service, you must have customers. To increase your revenues, you must have customers, and you must turn those customers into repeat super-customers.

The easiest way to do this, both on- and off-line, is through a content newsletter. There is no doubt that content sells. Useful content builds trust and credibility, and over time turns your customer from a stranger to a friend.

An online newsletter is easy to begin--all you need is an autoresponder. I use Aweber for my newsletter (http://aweber.com/?203081). You can advertise your newsletter on your website, on forums, on your business card, in articles you write, on traffic exchanges, and in your email signature. If you faithfully do these marketing tasks, your email list will grow over time.

You must provide useful and informative content in your newsletter. If you want subscribers to read it and (eventually) buy from you, do not offer them junk. I define "junk" as opt-in spam. Don't fall into the habit of sending out advertisements veiled as "articles." Don't send only solo ads. Instead, research topics for your newsletter and write quality articles. Subscribers who are impressed with your newsletter will buy from you. But it will take time to build trust. Trust is not built through junk.

There are three phases to this process: 1) Get a lead; 2) Convert that lead into a customer; and 3) Convert that customer into a super-customer. Your newsletter will help you accomplish all three tasks.

If you sell or market a product or service, and you are driving traffic to your website, you typically


have only one shot at capturing the interest of a prospect. If I go to your site and click away, I may never come back. You need some sort of follow-up system. A newsletter is the perfect vehicle for follow-up.

If you are sending targeted traffic to your site (any other type of traffic is a waste), visitors will be interested in the content of what you are offering. To keep their interest, and to keep your name in front of them, offer a f-re-e newsletter. Even a simple, once-a-month newsletter will do.

If they sign up, you then have a chance to build a relationship. This is done through your content. Many people don't buy something the first time they see it, but as they come to know you and your product through your newsletter, they become more willing to purchase. Over time, just by offering a newsletter, you can convert more leads into customers.

You turn those customers into super-customers also through your newsletter. If the product or service they bought from you was quality, you have built even more credibility with them. Perhaps now they will make repeat purchases, or join a membership site you offer, or even become an affiliate for your product or service.

But the key is to offer useful, informative content. If the premier issue of your newsletter is nothing but an ad similar to your site, you will lose that lead. Build relationships through high-quality content, and you will convert leads into paying customers into paying super-customers.

Remember - no list, no money.

About the author:

Kirsten Hawkins is an online marketing specialist from Nashville, TN. Visit http://www.pageranksite.com/ for more great online marketing tips and webmaster resources.

 

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ICS: Institute of Customer Service
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Customer service - Wikipedia, the free encyclopedia
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azcentral.com faq - Welcome to the azcentral.com help center where you can find answers to azcentral.com and Arizona Republic customer service questions.
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CafePress.com : Help Desk : Customer Service
Email Us Send us an email and we will respond to you within 24 hours. Call Us Toll Free 1-877-809-1659 Customer Service Hours ...
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Customer Service Week - The Celebration Source
Provides how-to information, gifts and decorations for successful Customer Service Week celebrations.
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Nashville - Tennessean.com - Middle Tennessee Customer Services
Customer service, advertising or news-related questions or problems (615) 259-8000. ... (615) 242-7253. Email Customer Service customer @tennessean.com. ...
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Customer Service Institute of Australia - dedicated to Australian ...
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The Globe and Mail: Home Delivery Customer Care: Home
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  • work from home and make more money

  • wrapping yourself around the customer

  • writing the book on great customer service

  • your customers are more than a number

  • your diamond mine the lifetime value of your customers

  • you must build a customer list