In our last post I discussed the three key areas that any business most focus on in order to create a successful website. But how do you make it consistently successful?
The secret to this lies in the last point I went over; marketing. As such an umbrella term marketing encompasses a huge number of actions but in this case we are specifically looking at lead nurturing, creating repeat business and maintaining a “fresh” website.
“How much more business do you think you would have if your website and email software kept in touch with your customers and your leads, sending personalised emails without needing you to remember?”
Lead nurturing and repeat business are extremely important. In either scenario your website has done its job. It created a potential customer, now we need to convert them. This is where it becomes so important to look at the functionality of your website. What happens when a potential customer makes an enquiry or a purchase? What automations do you have in place, or is everything handled manually? The fourth area I spoke about, Email Marketing, is a perfect candidate here to take care of converting leads to customers and one of customers into loyal repeat buyers.
Email marketing can be used to automatically send out notifications to customers of new products, sales or even when an item comes back into stock that they were wanting. You can use email marketing to send promotional material and information to a lead throughout their entire decision making process or buying cycle. You can even use email marketing to capture a potential customers abandoned cart and send them a reminder to complete their purchase, maybe with an added incentive.