Last month, you read Part 1 of “How to Grow My Architecture Business”. I hope that you started to implement those tips with great success.
Now let us discuss how to continue to grow your lead base for your business. In our “everything-new” society and business, there is a tendency to think the same about leads.
The good news is this is a myth and does not hold true for your past emails and leads!
You can take a used penny, shine it up again, and reuse it. You can also do the same with emails and older leads.
Yes, those old leads that have become disengaged connections with your website and blogs are still useful. Just like your grandma use to reuse plastic bags and wrapping paper from birthdays and holidays, the same holds true here.
Summary of Part 1
Quickly, I want to go over part 1 to save you some time from having to backtrack. We always want to keep moving forward.
You should already have restructured your marketing techniques using the inbound methods.
If you personally did not handle this part of your new plan or have the time, then I hope you are either currently on board with us utilizing our experts or someone that can help you.
Having already done an audit on your marketing strategy, your next step was to understand the data, fix the areas of weakness, and identify your persona.
Remember, if it works, do not change it.
Re-engage With the Disengaged
We all subscribe to emails for free products, services, and templates. This is the same theory I am talking about.
After receiving email after email from hundreds of different websites, organizations, and friends’ new business ventures, it is easy to slack and start deleting before you read.
This is what has probably happened with your business subscribers.
Even worse, your lack of connection with your persona has thrown your emails into the SPAM category!
The saying “waste not, want not” comes to mind when I am try to make good use of this information.
You have money involved in these emails and subscribers. Time sending the emails, writing content, and checking on the persona’s needs costs money.
These are business expenses you do not want to waste.
Sadly, each year, more than 25% of your email lists will die, joining the rest in the lead graveyard.
Re-engage with your persona and older email leads. Rekindle the fire and become noticed again.
Personally, I can say this works because I have been a rekindled lead for a website that I subscribed to a while back.
When I became disengaged from the onslaught of emails, the company found a way to catch my attention again.
Here are a few suggestions for your email campaign re-engagement:
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Create a playful title.
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Express a sense of urgency, use incentives.
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Content that grabs the audience attention.
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Use the holiday themes whenever possible.
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Delight the customer.
Quietly Forgotten – Idle in Information
When your subscribers first came to your website, they were intrigued with all you had to offer.
Nothing has changed within your business except the addition of experience and new ideas that allow you to offer your subscribers even more benefits than before.
Do not let those be forgotten; if it already is an issue, you can fix it. Clearly define the benefits you offer. Not one benefit or a simple email saying, “Hey did you forget about us?”
Colorfully show all the benefits to remind your subscribers why they were interested in your expertise in the first place. It is okay to remind them. Look at it as wooing a date again. They need to be reminded of why they picked you to begin with.
Make Your Business Human
Social media is a part of your inbound marketing strategy because it allows you to keep a humanized appeal to your followers/subscribers.
Having a human appeal will actually persuade your subscribers to keep in touch.
They may have a question and look to you as the expert. This is great as long as you are getting interaction with them.
To make your business have an even more humanized sense for your subscribers, post and send emails of the “goodwill” gestures you are doing for your community or another organization.
Everyone likes to do business with a “good guy.”
Use first name personalization - forget about Dear Mr. and Sir or Ms. This will always catch their attention and have them feeling more connected to your business/brand.
We all like to feel special and not just another number in line at the BMV.
Pop with Color & Choices
Do not send a plain white background email with the same overused wordage.
People enjoy color, even if their personalities are not so colorful. Design that email in colors similar to an upcoming holiday, or just a favorite color.
This varies the style of your emails so they don’t come across as automated, recycled email.
Make sure the colors balance and are easy to read the wording with the colorful background.
Use the breakup-style approach. Yes, I know it is often used in this inbound marketing trend. That is because it works!
These are great areas to show the human side of your business with pictures, short tidbits of advice, and even a fun quote of the day.
Give your subscriber the choices on how to stay engaged with your business. Remind them of Facebook, Twitter, and LinkedIn.
Use the call-to-action technique in your emails. Offer them a solution to a new problem that even coincides with the first one they engaged on when initially subscribed.
Now you have more tools to re-use those email subscribers that have started to fade off.
Get them reinvigorated with exciting information, discussions, and calls-to-action that remind them of why they were interested in you the first time.
It takes little time to tweak and refurbish something that has worked once before like that old penny new and sparkly.
Put the shine back in the business and give your subscribers further reason to stay engaged.
