Before we get into email marketing there are a couple of terms you should be familiar with. First there is the term “primary conversion” which means a user on your website contacted you through your phone number or email contact form. The second term is “secondary conversion” which means they converted per a secondary option on your website. Not everyone that comes to your website will convert into a lead by calling you or sending you an email through your contact form. Many that do come to your website may want to continue to stay in touch with your business through a less committal way which is where the secondary conversion option presents itself.
One type of a secondary conversion is to collect a person's email address so you can continue to nurture that relationship with that potential future customer. When we think of the term relationship we think of friendships, partners, parent/child but a business relationship is still an important relationship. A person who is willing to hire you and trust you with their hard-earned money needs to have a certain level of trust built with you. That relationship is not always built through a quick glance at your website especially, if the service you provide requires a deeper commitment on their part. No one is going to give you their email for free, so before you can get that email address you need to provide something of value, which leads to the next concept of a lead magnet.
A lead magnet is a valuable piece of content related to your business and provides value to a user that is interested in your business or services. A lead magnet can be many things such as a newsletter, an ebook, a how-to guide, worksheet, or checklist. It is worth the investment in creating a quality lead magnet so you can acquire their email address and you can continue to engage with the person to demonstrate your value and how you can solve their problems until they are ready to be a lead.
Once you get a person’s email address now you can start sending them a strategic and meaningful email marketing campaign to continually build and nurture that relationship. The purpose of an email campaign is so they understand the value you can provide them and how you can solve their problem.
There are two types of email marketing campaigns. First, there is the sales campaign which is designed to reinforce the value proposition of your business, continually build trust and make the ask. You need to ask them to become a customer so you can help them solve their problem which will benefit them and you. This sales campaign is best sent after they have signed up for your lead magnet. They have found your business, checked out your website for a while and now asked for your lead magnet. They are interested in doing business with you but they need a little time to have that relationship cultivated and perhaps more trust built up. That is fine because this sales campaign does that and helps lead them to converting.
The second email marketing campaign is a nurture campaign which is for those who did not convert during the first sales campaign. Not everyone is going to convert so now we want to continually maintain and build that relationship with them so when they are ready to hire someone to solve their problem you are there in front of them with quality email content. The nurture campaign is all about sharing quality information that can be sent over time.