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Informative Articles

Blocks to Customer Focus
Despite all the proclamations, catchy advertising slogans, and customer service publicity, service levels have improved only marginally in the last few years. As Harvard Business School professor, Rosabeth Moss Kanter, puts it "Despite the...
Customers - What They Really Want - 6 Secrets of Customer
What customers really want can be divided into two areas. Firstly - they want the core service of your business to meet their needs. They expect your product or service to work. If you say you're a plumber, then the customer expects you to fix their...
Great Customer Service Is The Foundation Of Business Success
Customer Service: fundamental to success... but so often forgotten. No matter what you're selling, widgets or copywriting services, business success is built on satisfying customers -- one at a time. It's about delivering great customer service....
The Customer Is King
I'm sure you've all heard the expression, "the customer is king". Some companies live by this rule - and those tend to do very well. Others say the words but, well, they're just words. These companies do not do as well. And other companies don't ...
The Shrinking Ad Dollar
CPR CPA CTR... what does it all mean? What it means is dollars "out" of your pocket instead of "in" to your pocket. Advertising dollars are gaining in value, meaning the regular advertiser now gets MORE for his dollar than he did a few years...
 
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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  • 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