You spend a lot of money on marketing and SEO to ensure that targeted traffic reaches your website, but most first-time visitors aren’t ready to hire your IT company. What happens next? If you don’t have a plan in place, these visitors will leave your website and most likely forget all about you.
There are a couple of options. One is to encourage visitors to follow you on social media. After all, everyone is doing it, and it’s a good way to build relationships with prospective clients. What you might not realize, though, is that there’s a better option.
While it’s true that you publish valuable information and compelling content through social media, there’s no guarantee that followers will see it. In addition, if they don’t see your updates when posted, odds are they’ll never see them, and your efforts will be wasted.
This isn’t to say that social media lacks value. However, you’ll find that you see much more consistent and marked returns through email marketing. Here’s how.
In order to make email marketing a success, you first have to generate leads, which is to say, convince website visitors to provide their contact information. How can you accomplish this when many modern web users are so hesitant to part with their personal information?
You already know that targeted visitors have some interest in the IT services you provide. In order to entice visitors to sign up to receive email from you, you need to offer something of value. There are a couple of easy options to consider.
The first is providing “gated content” that those seeking your services would find useful. Teasing articles related to updating network security or upgrading to new operating systems and other software will encourage visitors to trade their contact information for access to the authoritative content you have to offer.
You might also allow access to a free tool or other useful resources that your prospects will appreciate. By giving this access away for “free” (i.e., in exchange for nothing more than contact information), you have the opportunity to impress prospective clients, endear them to your company, open lines of direct communication, and ultimately, build a lasting relationship.
Email with Care
With great power comes great responsibility. Once you have the email address for a prospective client, you need to be careful what you send via email. Nobody wants to feel harangued, and the difference between email and social media is that recipients are going to see every email sitting in their inbox.
By emailing sparingly you can have an incredible impact. You can provide value, nurture relationships, and remain fresh in the minds of prospective clients so that when they’re ready to hire an IT service provider, your company is at the top of the list.
There are two major financial benefits to be gained from email marketing. First and foremost, it entails far less expense than other marketing channels, and it’s a great way to attract prospective clients and keep current clients involved.
Even better, however, is the return on investment. The Digital Marketing Association (DMA) reports that for every dollar spent on email marketing, there is an average return of $38. That is an incredible return rate of 3800%! When you connect with clients, current or prospective, one-on-one via email, you have the best chance to be seen, build relationships, and engineer returns.
Working with OptimWise
If your IT company is looking to generate more qualified leads, and develop a digital marketing strategy designed for long-term growth, contact OptimWise today to learn more about our inbound marketing campaigns designed specifically for IT service providers like you. OptimWise can operate as your outsourced marketing team, or work collaboratively with your in-house marketing team to build a sustainable digital marketing plan with long-term ROI.