I recall reading or hearing somewhere that the larger the retail price of a product or service, the longer the selling cycle. Come to think about it, that makes perfect sense. When it came to purchasing a computer, a flat screen TV or even a car for that matter, chances are you spent a bit of time researching online and physically going to down to the store or dealership to check out the item before parting with your hard earned money.
This ties in with a figure shared by HubSpot that only 5% – 25% of the traffic on your site is ready to do business with you at the moment. The rest are doing research.
My question to you is, if the majority of the people (85% of them) coming to your website are doing research, do you have a means to capture them as a lead to begin a conversation with them? No, I’m not talking about the ‘Contact Us’ page at the back of your site. I’m referring to an opt-in box where the visitor adds his or her name and email address to receive further communication from you on a regular basis.
If the term auto-responders sounds like a foreign language to you, don’t worry, I’m going to share that with you right now. Auto-responders are a series of pre-written emails related to your product or services that are sent out to your prospects over a pre-designated interval of time.
There are several products available on the market that will capture visitors who willingly give you their details through an opt-in form and then send them regular messages via an auto-responder.
Some services are provided by MailChimp, Constant Contact, and Vertical Response. MailChimp is free to use as long as your subscriber list is less than 2000. Constant Contact’s services start as low as $15 for up to 500 contacts and go from there.
There are different views on how often you should be contacting your prospects. The key is to stay in touch enough so that you’re remembered, but not so much that you’re perceived as spamming and your people opt-out of your mailing list.
So you’ve got some options to think about for auto-responders. I encourage you to select one of them so you can keep the conversation going.
You never know, it might be that your business following up results in your prospects coming back and becoming part of the 15% who now buys from you.