All marketing is about relationships, and how you develop and build that relationship will determine its success, and how well you eventually sell your services. Relationship marketing often begins with getting someone’s contact information, such as their email address. When you have the email addresses of people or companies that you think would be interested in your services, do the following:
- Send an invitation: Contact the person by email, and ask them if they would be interested in receiving some free information or content that would apply to them directly. Let them know that if they do not respond, you will not contact them again (very important due to Canada’s law on anti-spam legislation). Make sure that the offer (e.g., chapter from your book, article, white paper, report) is of value.
- Start a relationship: If they show interest, send the requested content. Include a brief description of your offer or service, and include a way for them to contact you for more information on your offer. Make sure that they can end the relationship at any time, such as including opt-out links in your email.
You could extend the second step by NOT asking them to order anything. Keep sending free information to keep them interested, and let them know that they will continue to receive information and emails unless they decide to opt out. People who continue to receive information are more likely to purchase your product or service down the road, and you can continue to market and sell to them as long as they remain on the list to receive this content. You can build the relationship over time and develop a good customer base.
How do you build relationships in your marketing efforts? Let me know – firstname.lastname@example.org.