Turned Off by Sign Ups

Have you experienced this:

You’re researching a topic via a Google search and you find the perfect sounding link.  You click on the link and before you can read the message, the screen goes dark and a “Sign Up for our Newsletter” pop up screen appears.  You click the top right “x” button and, as you begin the read the page, another pop up screen appears.

Sign-UpFrustrating, right?  But why do sites insist upon doing this?

Gaining an Audience

If you are a business owner or a marketer, you understand the importance of getting a website visitor to sign up to receive notifications from your company.  You  want to create an audience so you can build your sales pipeline.

  1. You create content and when people find it on the internet, you ask them to join your mailing list.
  2. Just in case they “accidentally” click on the cancel button, you add another mailing list request.

It’s a good strategy, but being overbearing about a sign up list is just a bad tactic.

You want to position yourself as an expert.  The problem is you have just positioned yourself as a pushy salesman.  And who likes doing business with a know-it-all pushy salesman?

Drinking from a Fire Hose vs. Building Momentum

UHF Fire Hose SpadowskiWhen someone comes across as a pushy salesman, most of  the time it’s because they are forcing their ideas/approach onto somebody.  It’s like drinking from a fire hose: getting too much too quickly.

Instead of hosing your audience down, provide sales opportunities on your audience’s time basis.  This requires more effort, but it can fill your pipeline with more qualified leads.

Here are a couple of marketing tactics you can use to fill your sales pipeline.

Create a White Paper

Do your customers and prospects experience a problem you can solve?  Build a white paper and publish it online.  Design a landing page that gives a summary and then collect the person’s information so you can email them a copy.  For examples, check out Hubspot.  They do an excellent job of creating meaningful white papers.

Ask for Advice

Looking to launch a new product or service?  How about sending a customer survey before finalizing it?  Produce a quick online survey and ask for contact information.  Once you launch the product/service, notify the prospect and you’re set.

But once you collect this information, how do you bridge the gap between curiosity and sales?

Not Seeing the Forest For the Trees

Tall TreeEveryone has heard that old saying, and it rings true with this process.  Once you start gathering different people signing up to receive your messages, get to know them.  Find out what they are interested in and how your company can help them.

  • Create an internal “Groups” list
  • Deliver specific messages custom to your groups

You may even discover that you will need to sub group each list, but don’t get lost in the forest.

  1. Keep your main goal in mind: Your goal is to create a profitable relationship, not to spend countless hours creating content to an audience that has no intention of engaging with your product or service.
  2. Don’t harass your audience: Here is a real life example.  I recently connected with an account representative for a local ad agency on LinkedIn.  He emailed me and asked me to join a mailing list, to which I did.  About three days later, I started receiving several daily emails from him and his company.  Within less than 10 days, I ended up unsubscribing to all of the company’s email communication.  The funny thing is, this company prides itself on being an inbound marketing company.

Do Unto Others

A note to end on:

Do unto others as you would have them do unto you.

Keep this in the back of your mind as you create an inbound sales process.  Would you like to be bombarded by a company?  What makes you think anybody else would want that?

 

 

 

 

 

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About Jeremy M. Price
For twelve years, I had the pleasure of working in community banking. Starting in customer service, I worked my way up to a senior level marketing and human resources director. It was great leading teams that improved strategic initiatives including, but not limited to brand awareness, digital communication, employee development and product development. This experience has now led to an exciting role with CRS Data. As the Product Marketing Analyst, I am currently reviewing the company's banker suite product. This product is able to help community banks reach their fullest potential in real estate lending. I am extremely fortunate to share time with my son while enjoying life in East Tennessee. The two of us enjoy the views of the Smokey Mountains, eating good food and having fun. During my free time, I enjoy running races, traveling and listening to great live music.

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