Last week I mentioned The Ultimate Web Marketing Strategy written by Ed Rivis and about to be available as hard-copy. Ed's book (and blog) is filled with effective web marketing ideas anyone who has some knowledge of IT and/or web marketing software can implement straight away.
Like I did with one of his tips (from his blog, even before I received the PDF-file of his book).
90% of our yearly turnover is generated from new clients, only 10% comes from existing clients (buying small extra items like maintenance products and very rarely - still - a whole new floor). That's the type of business, trade we are in: 'cos how many quality natural wooden floors do you need in a year - or in 5 years?
Now, marketing statistics tell us that is takes 7 times more effort to find a new customer/client than keeping an existing one. The same statistics also tell us that on average you'll have to send around 7 - 10 marketing messages to a prospect before he/she turns into a customer/client. Being in a what I've started to call a "New Customer Only" trade means it is of utmost importance to reach as many prospects as you can and to start a conversation with them as soon as possible.
Offering specific information is a way to do this, using an informative website. That's one message delivered. In order to be able to deliver a sequence of messages to a prospect you need their details: nowadays an email address is a good starter. Since last October our informative website has AWever webforms embedded on specific pages to do just that: we give you information in return of a small favour: you give us your name and email address so we can keep you informed with our monthly newsletter after we have emailed you the specific information you requested.
Until this month on average 1 prospect per week subscribed this way. Since this month this has increased to almost 1 a day! An increase of 700%
6 more prospects per week who have shown interest in our products and services and who we, by keeping the conversation alive with for them interesting and specific information, must try to convert into customers/clients. The odds of converting 1 out of 10 prospects is much easier when the number of prospects is growing.
And all it took to increase this number of prospects were two small changes in the "subscribe to our newsletter" webform.
The first change was our offer of free gift to all new subscribers - our E-booklet "The Advantages and Benefits of Natural Wooden Flooring" - normal price £ 3.97
The second change was to add a pop-over webform (only once per visitor - but on four different and popular pages - three of them also showing the normal static subscribe option).
And as it turns out, the pop-over is responsible for the most new subscribers.
(I had to overcome my own aversion towards pop-overs, but as so often it proves that personal 'taste' is just that, 'personal')
Small changes, terrific results - now 'all' we have to do is keep them engaged in the conversation.
One idea down - many more to go.