Imagine this.. you pay $3 for a pay-per-click (PPC) advertisement to get a potential buyer from Germany to visit your website – let’s call him James.

He looks around your website, is quite impressed, then leaves.

“Wait – what about my $3!?” you might ask.

You’ve already made the investment, so you want a return, right?

But your website isn’t helping you get that return.

The thing is, most people who come to your website aren’t ready to buy from you right now.

So what will it take to move them, step by step, from where they are now, to where they might want to buy?

Let’s run through this story again…

James arrives at your website. He sees that you offer a free giveaway, a downloadable PDF guide that directly addresses the biggest pain point he has in buying from companies like yours.

He enters his email address to acccess the guide.

As he opens it up, he feels like he is the one getting the good deal. This content is great! It solves the problem that’s been affecting him. None of the other websites he visited did that. “Wow!” he thinks to himself, “this guide is so helpful” He hopes he’ll hear from you again soon.

And he will. Automatically.

Because your website will be connected to an email marketing platform, that will send out an email every day or two, for the next few days after he gets his free guide. Your website is like an employee that never gets tired. Without you or your team having to type, write, or send anything, the system will send these follow up emails, even while you sleep!

Your website is like an employee that never gets tired

Email after email, James can see how your way of doing things makes sense. He starts to trust your company. He sees you as a valuable source for good, helpful information, and starts to see you as the kind of company he’d like to do business with.

In the final email, you make an offer he can’t refuse.

It all started with his email address. In fact, getting that email address, along with his permission to receive marketing emails from you, is the key that can give you a return on that $3 advertisement.

The lifetime value of that potential client is the financial value that could be unlocked, because you have a way to nurture that lead. And a system to do it for you.

For potential customers who aren’t ready to buy quite yet, ask for their email address. That’s a smart way forward for unlocking that revenue.

Of course, a key question is: “exactly what kind of emails will work best for your target audience?” And that’s where measuring the right things can guide the way forward.