I wish I could have a list of all the people who visited my website last year and their contact information…wouldn’t you? Do you think it could generate more business for you?
I think it would. (If you don’t think so, we need to talk.) A plan like that isn’t unbelievable. It’s called “lead generation” and it’s a strategy small businesses rely on to generate business.
Small Businesses Most Important Asset
If you ask most small businesses what’s their most important asset, I guarantee they’ll say it’s their database. Lead generation involves building and managing a list of prospects who are interested in what you offer.
The best part of having a list (big or small) is the ability to communicate anytime with them, because it give you a better chance of turning prospects into customers than just a cold-calling approach. If you know something about sales–it’s easier to sell when the people already trust you, like you and are interested in what you’re selling.
Benefits of a Bigger Email List
Growing your list also increases the size of your funnel, and if you strategically market to your database this can result in more conversions. Since this [list of subscribers] is one of the biggest assets in your business you want to be careful with your marketing and you have to manage it well.
When people sign up to your updates or FREE gift, whatever you might be doing to get their email, you need to realize they trust you. You don’t want to hurt that relationship you’ve build with them, by sending them stuff you wouldn’t want to receive.
This is why it’s important you provide relevant, VALUABLE content, consistently. The moment you abuse your email list or meet their subscribers expectations, the trust is gone and the campaign loses its effectiveness.
Your main goal should be to know your list and share content that helps solve their problems, doing so, you’ll have permission to promote to them and remain as the go to person in your industry as long as they like you and trust you.
How much does it cost?
The reason why building a list is so great in my opinion is, you don’t have to pay for it…at least in dollars, pesos or euros to have a viable marketing channel. You can go an buy a list from a company that sells access to a database in a certain market. But, what I hate about these is that they’re not always highly qualified like the ones you collect on your own website.
The fact is that these lists don’t convert as well as your own lists.
This post is going to be part of the Skills 2 Money: The Guide Every Freelancer Needs series, I haven’t really made a page for this series but it will be available soon. In the following post of this guide, you’ll learn more on building the list, converting the leads to clients and some examples too.
photo: Anirudh Koul