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Providing Value through Web and Email Marketing
by Mackenzie Fogelson, M.A.
Printable Version
Knowledge is something that is often taken for granted. It is also one of the most powerful and cost-effective tools for reaching your target audience. By offering valuable knowledge through your Website and Email Marketing, you can meet client needs, build better relationships, and increase your ROI.
Meet Client Needs
Among the many goals that you have for your Website, meeting
the needs of your clients should be at the top of the list. Before
thinking about what you want your Website to look like or do, think
about what your clients need. Their desires should drive not
only the design, but the navigation, functionality, and content provided
as well.
Identify the true needs of your clients. What will help them to better understand your industry, save them time and money, make educated decisions about their needs, or even keep them safe? The answers to these questions can be addressed in E-Newsletters and published on your Website, providing a wealth of value while meeting the needs of your current and potential clients.
Build Better Relationships
It’s no secret that building strong client relationships can
translate to more sales and repeat business. An E-newsletter
is a great way to facilitate consistent communication with your clients,
and build better relationships. If your E-Newsletters are designed
well, and share knowledge and resources that are useful to your clients,
you are sending the message that you have the knowledge required
to get the job done, that you value their time, and are there to
assist them when they need help.
Every E-Newsletter that you send is a great opportunity to share valuable knowledge that will benefit your clients. Provide a dedicated column of information and resources on each E-Newsletter that doesn’t change. This provides some consistency and gives your clients a chance to access topics that might not have been relevant to them when the information was first released. Additionally, as you build these resources and supply them on your Website, your clients will have more of an incentive to visit your Website often and perhaps pass the information along to friends or colleagues.
Increase Return on Investment
Is it possible to increase your ROI when you are giving information
away for free? Yes. Here’s how it works:
You have knowledge. Your current and potential clients would benefit from this knowledge. You offer this knowledge in the form of articles on your Website. You also provide this information in your E-Newsletters, directing traffic to this knowledge that is now on your Website. You do this every quarter, and every quarter you build more awareness, and most importantly, increase your company’s presence on the Web.
After several months, the information and resources that you have been placing on your Website and alerting your clients of through your E-Newsletter has caught the attention of the search engines. The search engines begin to feed on this credible information and Google decides to point traffic to your Website because it is offering valuable resources. Little by little you have turned your free information into more sales and repeat business.
The Bottom Line
Take some time to recognize the knowledge that you have to offer
your clients. This knowledge may seem like common sense to
you, but it provides a great deal of value for your clients without
a great deal of cost. Eventually, sharing this information
will not only benefit your clients, but increase your bottom line.