Mapping Out Your Connection Points
The first step in creating valuable connections is identification of your best sources for new customers. With these in hand you can then trace the touch points your customers have with you and ensure you are set up to collect the information that enables you to continue the dialog.
Contrary to what you might believe about privacy and personal sensitivity, most people will provide their email address to your business if you ask politely and demonstrate value in being on the list. If you have not set yourself up to ask for their information, then you are letting a huge business asset walk away.
In many cases it costs significant amounts of money to generate new connections. You might be missing opportunities to recoup your investment if you aren’t asking for contact information from every connection at every touch point. Some of these connections may buy from you immediately, others may take time to cultivate, and some may never buy from you but may refer you to others. All of these connections are more valuable for your business if you have the ability to maintain contact.
Figure 5.1 Possible sources of customer connections
Take some time to write down all the possible sources of customer connections. Figure 5.1 offers a few suggestions (If you would like to download this table along with the rest of Constant Contact’s Email Marketing Workbook go to: www.constantcontact.com/workbook)
These include all the ways you interact with people and every touch point within each source. The following sections provide some examples of sources and touch points you can use as a reference for realizing your own.
It should go without saying that your sources and touch points need to be legal, ethical, and in line with consumer preferences. You can read more about these issues in Chapter 4.
INTERNET SOURCES
Hopefully you connect with people on your web site’s home page, but people visit all kinds of online sources including
• all the pages on your web site
• your blog
• social networking pages
• online directory listings
• natural search listings on search engines
• web sites that offer maps and directions to businesses
• paid search listings
These online sources typically result in people who join your email list on the web site itself, but these sources might also prompt an inbound phone call, personal visit, or email inquiry, so it’s important to map out these sources and touch points as well.
PERSONAL CONTACT SOURCES
Face-to-face interactions and one-to-one conversations represent great opportunities to engage individuals in an interesting dialog and collect information. These touch points include
• inbound phone calls
• walk-ins
• networking events
• tradeshows
• speaking engagements
• social events
REFERRAL SOURCES
Once you have mapped out the most obvious connection points, make note of the sources where others might help you accomplish your goals by referring someone else to join your email list. These touch points include
• current customers
• family and friends
• the media
• colleagues
• business partners
• suppliers or account reps
People are more likely to refer others to your email list if being on your email list is valuable enough to share with others. If you want more referrals, I don’t recommend paying people to collect emails for you or offering financial incentives in exchange for growing your list. Instead, ask your referral sources to refer people they know who are going to appreciate the value of the email list. That way, your referral sources won’t be tempted to find unqualified leads for you, and your referrals will value your emails instead of joining your email list just to be nice or to help their friends.
EMPLOYEES
If you have employees interacting directly with customers, it’s important to share with them the importance of making connections and collecting contact information. A brainstorming session with your employees is a great way to solicit innovative ideas, connect with your employees, and have them engaged in the ongoing process.
You may also want to set up a rewards program that recognizes the employees who are most successful in making great customer connections.
NETWORKS
There are networks of people everywhere who have a vested interest in seeing you succeed. Since one of the best ways to help you succeed is helping you to build your email list, ask the network or organization leadership to assist you and the other members. For example, if you’re a member of a business association or chamber of commerce, ask other association members if they will assist you by collecting email addresses and permission from people who call the organization seeking information about the products and services their members offer. You could also ask them to facilitate a members-only email address exchange program so all members have an opportunity to subscribe to valuable information available from other members.
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