A simple way to get more leads from your website – Part Two

In our previous blog post, I covered how to obtain a website visitors email address by offering them something of value that you can send to them once they’ve provided their email address.

If you missed that, here’s a link to it:

https://www.redboxweb.co.uk/blog/simple-way-get-leads-website-part-one/

Now that you have their email address, what should you do with it?

The first step is to send them what they gave you their email address for. In the email which contains your lead magnet (PDF, link to valuable content etc) you’ll write a short message thanking them for requesting it – and that’s it. You’re now in their inbox and one step ahead of your competition, when they’re ready to buy.

If they’ve had time to digest your valuable content, they will have been reminded that it is your business that has given them this content, so you’re building goodwill with them subconsciously. A further step ahead of your competition.

The chances are, like most people, they are really busy and haven’t had the chance to look at the content of your lead magnet straight away. So, we need to send them a few follow-up emails. Remember though, they haven’t opted in to receive a load of emails from you so you’re not going to bombard them. All you’re going to do is send a few carefully worded emails in relation to the lead magnet. This ensures we’re not abusing the fact that they have given us their email address and more importantly we’re not going to annoy them with lots of sales emails.

A typical follow-up email sequence could be something like this:

• Email 1 – “Here’s the link to the valuable content you requested”.
  
• Email 2 – 24 hours later – “We hope you got the link, if not, here it is again. By the way, if you’re really busy and haven’t got time to read it all, check out page x, it’s been a game changer for others so really worth a read”.
  
• Email 3 – Another 2 days later. Send something else of value. EG, “I thought you might be interested in this blog post on our website” – Insert a link or attached it.
  
• Email 4 – Another 4 days later – “We hope you found the valuable content useful. I just wanted to let you know what we do here at [your company name]”. Put a very short summary of what you do. Don’t make it salesy!
  
• Email 5 – Another 7 days later – This is the last email and we’re going to ask a simple question. “We hope you’ve found the valuable content useful. Do you think it’s worth us having a conversation to see if there’s any way in which we can help you?”
  

So that’s your email sequence. You’ve sent a small number of carefully worded and helpful emails over a 14 day period. Even if they don’t contact you, chances are, your business is now well planted in their minds and you have kept in touch and provided value. This is something that none of your competitors will have done, so when they are ready to buy, you stand a much higher chance of getting the first call.

The above email sequence would be almost impossible to manage manually so we need a tool where we can automate all these emails. There’s lots of email sequence software available including:

• MailChimp
  
• Active Campaign
  
• Salesforce
  
• Infusionsoft
  
• Campaign Monitor
  

For a full list have a look at this https://www.capterra.com/email-marketing-software/

We use MailChimp and Active Campaign here at Red Box, each of which cost us roughly £20 per month.

MailChimp is easy to use and great for creating a linear email sequence like the example above. Active Campaign is a bit more sophisticated and you can produce dynamic sequences where different emails are sent based on previous actions. For example, if the download link in your first email doesn’t get clicked, you can send a different second email to if the link had been clicked. Both these tools have fantastic help videos that can walk you through the setup of an automated email campaign. 

That’s covered the email campaign. In addition to this, with a name and email address to hand, you could search on Linkedin for them and request to connect. When connecting with people on LinkedIn it’s always best to send a message with the request to connect. Something like: “Hi, thanks for requesting a copy of our [valuable content]. I hope you found it useful. I just wanted to connect on here so we can keep in touch.” That’s it. No sale pitch just a polite hello. But now, as well as sending them valuable free stuff, you’ve also taken the time to send them a polite hello so have built even more goodwill.

So there you have it. A proven way of turning those web visitors that could have disappeared forever, into someone who you’ve built goodwill with, are connected on Linkedin and have a few nice helpful email in their inbox. So, when they’re ready to buy, who do you think they’re going to contact first 😉