Are You Missing an Opportunity to Connect with Your Prospects?

Are You Missing an Opportunity to Connect with Your Prospects?
Michele Linn - Fri Apr 03, 2009 @ 08:21AM
Comments: 14

Are you missung an opportunity to connect with your prospects?Last week, I discussed some ideas on how you can improve your landing page to increase registrations. As a follow up to that, this week, I'm going to provide a quick suggestion on how to take advantage of the leads you receive from your landing page.

It's simple: instead of providing an immediate download of the offer (e.g. white paper, webinar, etc.), send an email with a link to it.

This may seem elementary, but I would make a very wild estimate that I only receive an email with a link to something I registered for about half the time. In fact, as much as I hate to admit it, I've been guilty of providing someone with an immediate download and considering my job done.

Consider all the reasons why you want to send your offer in an email instead of providing an immediate download:

  • There could be technical issues that prevent the prospect from downloading the offer, and, quite frankly, people's attention spans are so short that they won't work long to solve the problem.
  • People are more likely to provide a valid email if they know they will receive the offer in email.
  • Emails can easily be forwarded (and, admittedly, while it's not difficult to forward a URL, email is just easier).
  • The link in the email serves as an easy way to find the document if someone doesn't have time to immediately view the offer.
  • You can use email tracking software to tell if and when someone has downloaded the offer and if the email was forwarded.
  • The email provides a second-touch to your company. And, the email will likely sit in the person's inbox for a bit, reminding them of your company every time they see it.
  • The email provides your contact information, which is a great reference for the reader.

Convinced? I hope so.

If not, think about this. These types of emails have very high open rates, so they're a great way to start a dialogue with your prospects and provide them with more information about your solution.

In fact, prospects want more information from you. The TechTarget 2008 Media Consumption Benchmark Report found that 85.6% of IT buyers view even more content from a vendor after the view something they consider to be helpful. Even though this study was specific to IT, it is likely relevant to most industries. Bottom line: you want to make sure you stay in contact and provide more info.

When you draft that email, consider including a couple of other links to information the prospect may find useful, such as other white papers, webinar, case studies, product demos or your blog.

When someone registers for one of your offers, do you send it via email? If so, what additional information do you include in the message?

Read more Savvy B2B posts from Michele.

Comments: 14

Comments

1. Jamie Wallace  |  my website   |   Sat Apr 04, 2009 @ 04:02AM

Michele - you make some great points here. In order to create a really successful effort, you need to consider three elements:
1. Content
2. Presentation
3. "Flow"
You've already talked some about the content and the presentation (landing page), and I completely agree with your ideas on creating additional touchpoints with prospective clients through a strategic "flow" of communication.
It's the classic sales "funnel" - you're inviting the reader to engage more deeply at every point of contact - providing gentle reminders about your brand and easy ways to dig deeper into your Web site or other offerings.
One thing it's important to note is that, unless clearly stated, a registration for a download does not give a business permission to also send sales materials or newsletters. You can easily add a checkbox opt-in that defaults to your registration page if you'd like to offer readers this additional option.
Great ideas!

2. Michele Linn   |   Sat Apr 04, 2009 @ 05:53AM

Jamie,

That's a fantastic point about adding an opt-in to your landing page if you want to send people more information and continue the conversation. My understanding that it is OK to include other relevant links in your initial email that includes the link to your offer. However, you want to make sure you have permission to send subsequent emails.

And, your point goes right along with one of my suggestions about landing pages: if you have a newsletter, add an opt-in on your landing page. Of course, you can add other opt-ins as well.

Thanks for the great suggestions!

3. Chad Horenfeldt  |  my website   |   Sat Apr 04, 2009 @ 08:25AM

Great post and great blog! One tip is that you should make it easy for the web visitor to download additional information if you have a resource center on your website.

4. Michele Linn   |   Sat Apr 04, 2009 @ 02:56PM

Thanks, Chad! And great point about making everything easy for the visitor. I've been to websites where you need to register for everything seperately, and it drives me crazy.

I also like the idea of pointing someone to the resource center after they register for something. It's a good alternative to putting other content in your follow up email.

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