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The Most Valuable Asset In Your Business

What’s the most valuable asset in your business?

No sorry it’s not you.

The most valuable asset in your business is your database.

Your database most probably contains your existing customers, lapsed customers and prospects.

Now each one of those is highly valuable in its own right.

Existing customers give you huge opportunity for cross selling and upselling.

Lapsed customers can become current customers again if you make them the right offer.

However because we all need to regularly bring in new customers, prospects have a unique role to play.

So how do you generate a prospect list?

Developing an opted in list is one of the key objectives of online marketing as this will allow you to communicate with them repeatedly over time. Statistically 1 in 4 of your opted in list will buy from you at some stage.

The following steps will enable you to build a list of people interested in whatever it is you sell.

Create an effective squeeze page

What is a squeeze page?

A squeeze page is an online page whose sole objective is to capture the email addresses of prospects.

The secret of a successful squeeze page is to be totally focused on your objective to get those contact details.

To do this you must offer something attractive enough that people will give you their email address. The most common approach is to offer a special report or white paper. But there’s nothing to stop you offering attendance at a webinar or something similar. You just have to make the decision about what is going to be attractive enough to persuade your audience to give you their details.

Your copy therefore needs to be direct and to the point spelling out the benefits they will receive from your free item. You should avoid any links or other distractions. Visitors find the offer attractive enough to sign up or they don’t.

Content is king

The content you use to attract people to your squeeze page must be consistent with what you’re offering. By the same token the free gift you’re offering should be relevant to the products or services you’re promoting. But don’t make the mistake of trying to promote any other products or services on this page as they will distract visitors from your number one objective them giving you their contact details.

Your approach to your copy will be similar to other direct response copy. You’ll need to include:

A headline
– Bullet points
– Testimonials
– Deadlines
– Scarcity
– A call to action

All the things designed to make people take the action you want them to.

Bring on the traffic

Once your squeeze page is ready to squeeze the contact details out of your visitors, you’ve got to attract people to the page.

You’ll want to use a variety of different ways of doing this. Here are a few:

Social media offers you access to potentially huge numbers of people. Regular posts on Twitter and Facebook can generate large numbers of visitors to your squeeze page.

Banner advertising OK there is a cost involved in this but banner advertising will put your squeeze page message in front of potentially large numbers of relevant people.

PPC you need to be a bit careful with Pay Per Click advertising, especially with Google. At the moment Bing take a more relaxed attitude to directing traffic to squeeze pages than Google.

Email signatures think how many emails you send every day. If you add a couple of lines of persuasive text and a link, you will be driving traffic to your squeeze page all day long

So there you are. You now have all the tools you need to start building your database. I promise you it will be worth the effort.