Communication is vital to generating new business
Wednesday 08 July 2009
TAGS: Databases | Email marketing
As reported in: FreshBusinessThinking.com
Winning new customers and retaining old ones has never been so important for businesses, so communicating regular, targeted information about the products and services on offer to the right contacts is essential. Neil Robbins, managing director of online marketing agency Silverbean, considers the importance of data capture and email communication and its impact on generating new business strategies.
An ongoing email contact strategy is paramount to generating revenue for your business, so having an effective way of capturing key information from customers and potential customers is crucial.
Email marketing is one of the most cost-effective, quick and responsive mediums for businesses that want to communicate with their existing or prospective customers.
A simple subscribe section on your company website requesting the name and email address of visitors will allow ongoing communications informing them of news, information and special offers relating to your products and services.
However, there are ways of getting more detailed information from visitors to your website. Provide your website users with an incentive to tell you more about themselves and what they may be looking to buy in exchange for access to informative white papers or a free industry report.
How the captured data is then subsequently managed plays an important part in the communication process. Businesses should have a well-managed database which allows them to send email recipients targeted information tailored to their preferences. This will encourage better response rates and ensure that the email is a welcome addition to their inbox.
But without the technology, knowledge or experience there is the potential for an email communication campaign to go wrong. A specialist agency can help with everything from data sourcing, to email design and production and advanced email reporting. And of course they will know the tricks of the trade to ensure the email campaigns deliver results.
They can also work with businesses to create lead generation campaigns which capture fresh, relevant email addresses that can be targeted with information and offers by generating traffic to your website. A specialist agency can help you achieve this through search engine optimisation, pay per click marketing and online PR.
Those responsible for purchasing products and services for businesses are increasingly looking to the internet to do their research. If your company does not have a strategy in place to connect with these people, then your competitors will get there first!
Neil Robbins is Managing Director at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your marketing objectives through good online lead generation; please contact our resident lead generation expert using one of the following.
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