Free Information
Everyone speaks about Free Information. Currently it is abundant. There is a movement afoot from the likes of Steven Jobs and Apple through devices like IPhone to control information and charge for it.Apple vs Google.
But for the moment, Free Information and Relationship Marketing are partners.
Social Media and Free Information are partners.
Free Information is the most cost efficient path to converting Ideal Suspects into Prospects. A continued supply of your Expertise through Free Information is the most cost effective path to converting Prospects to Loyal Customers.
If a Suspect visits your website they will have lots of information to read. The problem is, they may not give you their email to read it. So for marketing purposes, we make the distinction that the goal of Free Information is to get an email.
At this juncture, the Suspect becomes a Prospect. They have given you permission to contact them.
Free Information could be in the form of signing up for your Posts, a Newsletter, a Report, a White Paper, an Ebook, a How To Guide, an Analysis, a Free Estimate, a Quote and so on.
The next part of the equation is to supply high quality information and expertise; really valuable helpful information on the problem, service, or product they are investigating. Then you should have an Email Reponder System that continues to supply Free Information. See Systems and Systems that Create Automatic Relationships.
The goal is to develop trust in the value of your information, your knowledge, expertise, experience, and probability that a customer relationship would be beneficial.
