A few visits to your website are not enough to build a relationship with a B2B buyer. It won’t turn traffic into business.
Before visitors can become customers, they must engage with you enough to trust you, to learn from you, and feel an urgency to address a problem that you know how to solve.
Henneke Duistermaat’s recent article for Copyblogger describes how “the addictive power of email” gives you a “dynamite business tool” to build your business. She explains how you can use email to turn “traffic into business.”
In the article Henneke explains how to understand your sources of traffic, make your landing pages all about benefits, and use a conversational writing style that adds value and creates trust.
But the meat of the article is this: Use email to cultivate a relationship online.
Duistermaat says you can “hook readers with your voice.” Give them a reason to want to hear from you. Instead of offering an e-book (a one-time event) or subscribing to a newsletter (better for people who are already hooked to your voice), invite them to register and join your content library.
(What’s a library? It’s a collection of articles you’ve written and that you make available to people who register.)
Or, entice people with a short e-course. This course simply drips information or tips to your readers via email. You can send emails in your course every couple of days. They’ll get used to your voice and turn from “cold connections into warm friends.”
If you know your buyers and can show that you know how to solve the kinds of problems that they face, then they will be interested in what you have to say.
Henneke closes her article with encouragement to engage with your audience. Part of engagement comes from “how” you interact – how you build trust, use a consistent voice, develop relationship with your readers.
The other part comes from “what” you say about solving the kinds of problems that your readers face and that you know how to solve.