Attracting Email Opt-Ins on Your Small Business Website

You SO need a plan for collecting email opt-ins as your first line of OFFENSE in your email marketing campaign.  This is a key part of your web site follow-up marketing strategy.  Far too many professionals (Realtors, you’re getting called out!) have some sort of boilerplate web site from a template that does not emphasize email collection.  THIS IS A MAJOR MISTAKE!

When you design your web site, think about the MOST WANTED RESPONSE you want your visitor to make.

For Example:

• Do you want them to pick up the phone and call you?
• Do you want them to buy a product online?
• Do you want them to click on an affiliate link?

All of these are fine, and the truth is that there are many successful web sites based on all of these methods. 

However, a relatively small portion of your visitors will actually end up being customers or clients on their FIRST visit to your site.  You are probably losing 90% or more of your visitors who do NOT take that desired action and end up drifting away from your site!

DRAT! You Can’t Afford To Lose Those Clients!

You will may NEVER have the opportunity to catch these people’s attention again.  Hundreds or thousands of leads could be slipping through your fingers.

That’s why it’s imperative that you CAPTURE some information from your visitors so you can make a point of following up with them (the onus is on you) rather than hoping that you compelled them to buy just based on your copy alone.

To Get Email Opt-Ins, You MUST Provide A Compelling Offer!

The key to capturing your client’s valued personal information, AND THEIR ATTENTION WHEN YOU BEGIN FOLLOWING UP, is offering them a compelling reason to TRADE their contact information for something of value that they want from you.

They will not "give" their information away, but they will "trade" it in exchange for something they want!

Now, depending on your visitors, the "item of value" will vary, based on their needs and wants.

You could offer the "standard" free report or newsletter subscription, but the Internet is getting big and these tactics are getting old.  What’s something really tantalizing that you could offer, that may also lead to more business.

Here are some Un-Tired ideas for collecting email opt-ins:

• A free 15-minute consultation with you to assess whether they need your services.
• Access to a video training or other "multi-media" presentation that has a high perceived value.
• A webinar or group conference call where a specific topic will be discussed.
• Access to an amazing tool like a software or product demo (easy to have these made for you, if you can spell out the parameters – check out www.rent-a-coder.com).
• A free  or low cost ($1) download or trial version of your coaching program, subscription service, etc.

The important thing is to CAPTURE THOSE LEADS with an email opt-in, RSS subscription, or some other contact form.  If you’re not converting at least 5% of your web site visitors to subscribers, and email capture or RSS subscriptions are important to you, make sure you continue to test and tweak your opt-in mechanism and offer to see if you can INCREASE YOUR EMAIL OPT-INS.

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