If you have a service business with a large customer value, getting just one new customer can add a huge amount to your bottom line. This is why it is very important to be able to convert leads that run across your website into paying customers. One effective way to do this is with email marketing.
The idea behind email marketing is that you offer a free report or guide on your website in exchange for a lead’s name and email address. Then you can send this person information that might be helpful as well as incentives to return and become a customer. Here are some ideas on what you can send to your customers:
- A guide to doing a regular maintenance task related to your business. For example, a dentist might send info on how to brush properly. An HVAC company might send a report on how to change a AC filter.
- What to look for in a company in your market. Be sure that you can claim that you fit all of those points. Make sure that you are not pitching yourself. Instead make it seem like you are writing from a third party’s point of view.
- An invitation to an open house that you are holding. This can be a good way to get a lead to your company so that you can sell them in person.
- A discount for their first purchase. Offering a nice rate on their first purchase is a way to convert a customer that may still be on the fence. Then once they are a satisfied customer, they will be more willing to come back to you at your regular price.
- Anything else that would help them make a purchasing decision. If you can think of some information that would be useful to people trying to choose a company in your market, sending this out can make you seem like an authority in your market.
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