Mining Your Prospective Customer Base: Spread Content, Gather Email Addresses, Stay in Touch!
Patrick’s recent post “Leveraging Your Marketing Activity with the Internet” sparked some good conversation. One comment in particular really hit home: mikeyt6214 is a marketer by profession, woodworker by hobby and he touched upon some useful tips to succeed as a Pro:
“Hi All. I’m just a hobbyist as a woodworker. My career is actually in marketing. Patrick offers lots of great suggestions here for marketing to the world at large. However, a major one that needs to be added is mining your customer/prospect base. As cabinetmakers and woodworkers, you have an invaluable marketing resource–content. By content I mean the ongoing library of work that you create–pictures, etc. Use it. Twitter, facebook, and email are easy to use and provide a method of ongoing communication that doesn’t require sales calls. Make sure your web site has facebook and twitter links that direct toward joining your group. Add a field on your website for collecting email addresses and link it to a simple email marketing program like Constant Contact. Then, when you have completed new work, gotten in some fantastic new stock, or even developed a new design, shout it out to your audience. Successful marketing is all about repetition. Stay in front of consumers because you never know when they will come to a buying decision.” – mikeyt6214, November 18th
So let’s break down mikeyt6214’s advice for getting more customers:
1. Generate Content – If you build it (and then spread it), they will come. Every time you create something, photograph it, write about it, and spread it across your website and the social media world. It may sound like a pain at first, but it’s an easy and economical way to market your business. Content leads to traffic leads to YOUR website gaining a lot more visibility.
2. Gather Email Addresses – Once prospective customers find you on facebook or make it to your website, you’ve gotta keep track of them. We dig mikeyt6214’s suggestion to collect emails through Constant Contact or comparable programs. One great way to draw people in is to have them sign up for your FREE monthly newsletter: you kill two birds with one stone by not only collecting emails but by keeping potentially consumers in the know about what you’re up to…
…which leads us to the third and final tip from mikeyt6214:
3. Stay in Touch! The emails you gather are a direct portal into a qualified lead base. These folks have found you, they have an interest in your work, and they’ll buy from you if you give keep reminding them how awesome your business is. It’s all about repetition. Of course, you don’t want to abuse those emails (you know when too much is too much, think about the annoying emails you delete every day, and don’t be that company…).
“Stay in front of consumers because you never know when they will come to a buying decision.” Thanks for the wise words, mikeyt6214!
Anyone have any additional tips on mining your prospective client base, generating content, gathering emails, or keeping up with your potential clients?