One of the most valuable marketing skills is the ability to build relationships with prospective customers over days, weeks, months, and even years. From small purchases to big business relationships, the entire business world is built on connections and networking. In order to truly succeed online, you need to dedicate a large amount of your time to networking, not just with mentors, but with your own prospective customers and clients.
One of the most effective ways to connect with customers and clients is through email lists and long-term marketing efforts. Using email marketing software, you can easily distribute marketing materials and information to your entire client, customer and prospect list. However, it is important to follow some road rules while you do so. Follow these six rules, keep an eye on your content and you will quickly see some long-term results brewing.
#1: Do not ever let your quality slip.
The key to building long-term business relationships is to focus on quality whenever possible. The internet is packed with mediocre providers, businesspeople and marketers, all desperate to make the most from everyone else in exchange for the minimum possible effort. Separate yourself from the pack and focus on doing the best possible work, not commanding the best possible rates and highest prices.
#2: Offer bonuses for being part of the gang.
The best way to keep people inside your community is by offering something that is not available outside it. For email marketers, this means offering insightful messages and unique reports whenever possible. If you are a marketer, outsource report creation to other people, or simply use PLR reports and articles provided by others to build a long-term content database.
#3: Do not take the quick buck.
One problem that is endemic among marketers is a relentless focus on the short-term. Instead of waiting to build a business relationship, marketers shoot themselves in the foot by providing poor information and scam-bait affiliate links at any possible opportunity. Separate yourself from the rest by offering a level of courtesy and respect that is uncommon elsewhere.
#4: Be a Jack (or Jane) of all trades.
Part of fostering a community is offering variety, and that variety comes from having a wide knowledge. If you have experience in areas outside of your niche, use it to provide perspective in your articles and marketing materials. For example, use the dynamics of one of your hobbies to provide an insightful email for your marketing community.
#5: Use scarcity to your advantage.
A one-month break from email marketing is a great opportunity to reintroduce yourself to your subscriber list with some ultra-high quality content. If you have got a big report coming out, use scarcity to build anticipation. Whether this means a complete break from communication or merely a small drop in your output is up to you.
#6: Let your list grow naturally.
It is inevitable that you will lose some followers. It hurts when it happens, but by no means is it a bad thing. People dropping out of your list does not mean lost prospects, it means lost non-buyers. If people want to buy from you, they will listen to you. Tailor your message to those people, not the small minority that you are losing.