You've put together a fantastic offer for your customers. You have your website ready to handle the crowd. Your calls-to-action, landing pages, and thank-you pages are all ready to go. Now, what next? When you have all these pieces in place, the next step is to start promoting your offer and getting people to pay attention. But how do you do that?
Here are some simple steps to promoting your offer in a way that will turn visitors into leads into paying customers.
- Decide who you want to promote the offer to. Your email database probably has a mix of existing customers and leads in various stages of the sales process. You can make the offer to everyone in the database or a subset. Make this decision up front so you can target your message.
- Create engaging emails. Each email needs to talk about your offer, its value, and its benefits. It should be short and concise. The goal is to get people to click through and get them to a landing page. Be sure to embed a CTA into the email itself. Be sure it displays well on mobile devices as well as full-sized desktops. You need three emails because you will send out a primary, then a follow-up, and then a last follow-up.
- Send out the first email. You know the audience and you have the email ready. Pull the trigger.
- Track response. Some people are going to respond to your first email. Some people will respond to a second email. Others will respond to a third one. You need to know which ones have responded and do not send them any further messages about that particular offer.
- Send out the second email to those who did not respond to the first one. This should be three or four days after the first went out.
- Send out the third email to those who did not respond to the first two. This should happen about 2 weeks after the first one went out.
- Measure your results before, during, and after the campaign. Which email got the best response? Did one offer perform better than another? How many people came to the landing page but did not go through with the offer? All of this information will give you information on what is working, what is not, and what needs improvement.
With these distinct steps, you will have success in promoting your offering. You will have information that will help you with the current campaign as well as the future ones you might be thinking about. And don't forget to say "Thank You!" All of this is part of making your content marketing a success. Email marketing can be a very powerful tool. However, it can blow up in your face if you aren't conscientious of the people on your email list. Don't be too pushy with your offer. If people don't respond in a timely fashion, don't nag them. That's a good way to lose followers and customer trust.
Questions and Final Thoughts
How do you make your offer enticing?
