- 1.Turning Web Visitors Into Web Leads: Part 1 – Site Design
- 2.Turning Web Visitors Into Web Leads: Part 2 – Site Content
- 3.Turning Web Visitors Into Web Leads: Part 3 – Lead Capture
- 4.Turning Web Visitors Into Web Leads: Part 4 – Email Autoresponders
- 5.Turning Web Visitors Into Web Leads: Part 5 – Onpage SEO
- 6.Turning Web Visitors Into Web Leads: Part 6 – Offpage SEO
At this stage of the series, you know the basics of design, content, and lead capture – now we need to talk through the messages you send those captured leads.
What are Email Autoresponders?
Email autoresponders are included in the majority of online email marketing software (such as Aweber [affiliate link]). This powerful system allows you to create email marketing messages in advance, schedule those messages in the sequence you’d like them distributed, and then automatically send them at a key date or specific action taken by your prospect or customer.
For example – our lead capture / bait piece discussed in the previous post. Once your lead confirms their request for information, you could setup your autoresponder to send a “Welcome” email automatically, a “Just making sure everything is making sense to you so far” email 1 Day later, a “Here’s what others have said about our services” email 2 Days after that, a tutorial video 2 Days after that… and so on.
Email Autoresponder Approaches
One of the most effective ways I’ve found of communicating to new web leads, is to use the “x biggest problems” approach. By this I mean, identify what the top 3 to 5 problems your prospects currently face, name them, then offer solutions one email at a time.
The structure looks something like this:
Introduction & Overview: Welcome the reader, congratulate them on taking the first step in learning more about your services. Tell them what they’re going to discover in the coming days. List each of your “biggest problems” with a sentence or two beside them, to set the scene of what’s to come.
Problem #1: Spell out the first common problem you’ve identified. Explain the problem in detail – why is this a problem, what outcome does it stop the reader from achieving. Offer 1-3 possible solutions, with at least 1 of them being a service you offer. Include a testimonial relevant to this problem. Include a link to a relevant video if possible. EDUCATE DON’T SELL!
Problem #2: As per Problem #1.
Problem #3: As per Problem #1.
Summary & Call to Action: Here, you’re going to remind them of what they’ve learned. Then you’re going to encourage them to find out more – whether it be through a “complimentary consultation valued at $x”, a free white paper, a free demo, or even a low priced information product or service to get them started. 2 or 3 testimonials would be helpful here too.
Newsletter: All subsequent emails will be your regular e-newsletter (weekly, bi-weekly or monthly) – if you have one. Keep sending meaningful & helpful emails (sprinkled in with carefully structured sales messages) until they opt out!
How to Create an Email Autoresponder Sequence
Thanks to the power of Aweber & its ilk, creating an email autoresponder series is as easy as “paint by numbers”.
Check out this short video I created to help explain the process:
You don’t have to limit your autoresponders to lead capture.
Have you got an upcoming seminar or other event you’d like to share with your list?
Got a new product or service coming out, which your clients are wanting to hear more about?
Want to keep your customers updated as to where they are in the client onboarding process?
You can use your email autoresponder to address each of this scenarios!
Blogs are a great way to highlight how quickly the weeks can go swooshing past 🙂
The formula I’ve shared in this post is powerful in its simplicity. It can really help position your business as unique in your market place.
As always, if you have any specific questions not covered here, feel free to reach out to us & we’ll answer your questions the best we can.
In the next week or so I’ll create the next post in this series: #5 – Onpage SEO.