It’s also important to provide the proper mechanisms to collect e-mail addresses from your
visitors in order to build a prospect database. There are various ways to do this. For instance,
you could provide a visible “Contact Us” link. Throughout this book, you’ll find details about
the other ways to collect e-mail addresses from your customers the right way. Once visitors
sign up—and remember, you need to get their permission to market to them—start a relationship.
(For more on permission-based marketing, Tell
them about events in the area. Promote special holiday stays. Celebrate the opening of ski season.
Send birthday or anniversary e-cards containing discounts and special offers. Reward
returning customers with a glossy national B&B directory. Show them that you value their
patronage. You can adopt these tactics no matter what type of business you operate.
Your website is more than just a Yellow Pages-type display ad. It’s a dynamic marketing platform
that should engage and inform customers. Look beyond the basics of who, what, when
and how much, and use your imagination to create promotions and build content and hooks
that bring visitors back for more Web Design UK