It is a common maxim that an effective Web site is an integral part of any company's marketing plan. When selling a widget, it can seem straightforward, but what about when your business deals with an intangible product, such as insurance? And what if your model relies on reaching employers and their employees?
There are certainly industry-specific variables and an additional layer of concerns that need to be addressed, but some principles remain the same. Your Web site needs to work for you and help generate revenue and it can. It can be more then just necessary overhead, it can work as a conduit to you and your clients, and potential clients. There are an endless number of facets to making your Web site work, many of which we will discuss in our conversation at the Benefits Selling Expo in Atlanta. One element is automation.
Automation is the key for any successful business online. The term automation simply means "don't do anything repetitive that can be done on auto-pilot." And believe me when I tell you, you can automate many aspects of your business very easily. The key to automation is having the right software program to do the task. Unfortunately, most programs out on the market that actually do this effectively are quite expensive.
There are, however, some inexpensive options to many of the less cost effective solutions. For example, setting up an e-mail autoresponder account with one of the vendors that offer them, some for $19.95 a month plus ... some have a 30-day risk-free trial.
Don't immediately go to their Web site and set up an account. Wait. Get all your ducks in a row first. Once you feel you're ready to open the flood gate, that's the time to get setup. This way you'll have your 30-day risk-free period to test drive their system. Once you set up your account and put the wheels in motion, it will be the first bill you pay each and every month. It's that powerful.
Of course, there are so many aspects of your business that need to be automated -- for instance, your subscription sign-up form. This can be set up to automatically send a thank you e-mail to your new prospects without you ever lifting a finger, or your newsletter subscription. This can be automated as well. Your system could automatically add and remove subscribers, and follow up with them at predetermined intervals you set to stay in touch.
How about customer service? You can set up a variety of e-mail addresses in your system and the system will automatically e-mail an immediate response if an inquiry is sent to that e-mail address.
You can use this concept to your advantage in a variety of ways. Some examples you might be able to effectively use automated responses are.
- FAQs
- Free reports
- Product lists
- Carrier lists
- Complaint desk
We all know that we can't please 100 percent of our customers, 100 percent of the time. Customers like to know there's a way to contact the owner direct and voice their complaint. You could set up an e-mail address for yourself personally, and draft a prewritten email letting an unsatisfied customer know that you are personally looking into their problem. They, in turn, receive an immediate response to their complaint, and you have some time to then look into the issue and follow up with them either via e-mail or phone.
The benefits industry has ton of tasks that can and should be automated. E-mail autoresponders is a classic way for you to save time and better serve your clients.
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