When was the last time you thought about connecting with your ideal prospect in the hopes of turning them into your ideal client: Today? Yesterday? Last week or month? Well, you are just like the rest of us. We all want to be in front of that person or business we have defined as our “Ideal Client.” Now, how do we go about doing that?
Let’s just say you have a website that is already mobile friendly — responsive for those website visitors who are primarily using their mobile device for searching and easy for the search engines to find it.
Let’s say you already have a website where your products or services reside and are current. There is no point in sending people to your site to buy your products or services if they can’t find what they are looking for when they get there.
Let’s say you have been wise enough to continue to have it optimized regularly. The search engines (especially Google) are frequently changing their search parameters.
Let’s just say that all the content is current and accurate, and your blogging is up to date.
Let’s just say it is well designed. It looks great and is very appealing; although the search engines really don’t care, the visitor does.
Let’s say the product photography was done by a professional rather than with your mobile phone. We love photos from our mobile devices but, really, that is for your photo album and not your business website.
Now you have checked off all of the boxes and it’s time to get real and communicate with both your ideal client and your ideal prospect. Staying connected with your ideal client is important because they are your evangelists, your best advertising mechanism. The importance of connecting with your ideal prospect is obvious: You are constantly needing to fill the pipeline for more business.
The all-important question is: Which is the best way to reach those clients? I’m of the belief the most direct way is though eNewsletters. You drop your information directly into the inbox of the people you are trying to connect with. What better way than that to get up close and connected with the client you want to reach?
It’s really important to understand your messaging, when to send your message, and whom to send it to. We have all received emails that we either didn’t agree to receiving or the frequency was beyond belief or the message didn’t apply to us. That being the case, do something about it. Pay attention to your message, whom it’s being sent to, and how often.
All of that said, eNewsletters can be a great and effective tool to reach your ideal prospect and stay connected to your current client.
Julie S. Cook is the co-owner of Idea Three Creative.
