Are You Making This #1 Marketing Mistake?

Qinfusion List Building
August 10, 2016 By Karen Que

What would you say if I told you asking your customers one simple question could improve your company’s marketing ability and grow your business?

All you have to do is ask them for their email address. Seems easy, right? But not all small business owners use this trick, and it’s the #1 marketing mistake I see small business owners make.

When I see business owners choosing not to build or effectively use an email list to grow their business, I always ask, “Why?” The most common excuses I hear include: “I don’t understand why that is important”; “I don’t have time for that”; and “I don’t want to bother people.”

These excuses are not worth giving up a direct way to communicate with people who have either already purchased something or are interested in purchasing from you. I’ll explain why.

“I don’t understand why that is important.”

In a world where trust is paramount, choosing to earn trust on a consistent basis by serving your customers and your community with valuable information can make the difference between doing well and being wildly successful.

More than 80 percent of the time, people do not buy from you until after the fifth contact or exposure to your brand, products, or services. In addition to that, most businesses quit following up or contacting potential leads after two interactions because they think people are not interested.

The reality is that people need more time to get to know you, like you, and trust you as a business in order for them to spend money with you.

An email list allows you to connect on a consistent basis to your current and past customers so that your products and services stay in front of them and on their mind when they are ready to buy again. It’s about nurturing relationships and serving your customer base with value even when they are not actively buying.

“I don’t have time for that

Email works for you while you are busy with other aspects of your business.

Business owners are always busy. There will never be extra time unless you intentionally make list building and business growth priorities. If you already have a thriving business, it would take little time and effort to ask current customers for their email address. Just start collecting the info, even if you are not ready to leverage email as a way to nurture and grow your business.

It doesn’t take much effort or extra expense to target new customers, attract potential leads and keep your customer base growing. Once you make an initial investment of time and money to get your tools and processes set up, it’s a minimal commitment for maintenance and refreshing your content.

“I don’t want to bother people.”

When you are serving people instead of selling, you are not bothering them; you are giving them options to enhance their life, make things easier, or solve a problem that they couldn’t solve on their own.

You can share tips from your industry, announce when new products adjacent to your service are released or give them industry news. It helps to educate your customers and potential customers more on your business and the industries related to it.

If you’re worried as a business owner that you’re bothering people, then you can include an option to opt-out. It’s best to get permission to put people on your list and to give them an option get off your list.

If you identify that someone is not in your target market, then there’s no shame in that, your product or services are not right for everyone and that is okay. You can also offer customers variable email schedules ranging from once or twice a week to once a month so they can choose how much they want to hear from you on their terms.

No matter how you look at it, list building can be an effective and easy way to explode your business growth without breaking your budget. It is one of the tried and true techniques that big businesses use every day that can easily be customized and applied to small businesses. This can also be an important component in your overall lead generation system.

What’s stopping you from building your email list?

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