They probably include a link to your website, maybe your company blog.What if they included a compelling question or controversial statement and linked to the answer/explanation content that addresses it?So instead of a sig line that goes this way:John SmithManager of AllXYZ Company666-223-6677www.xyzcompany.com
You could have one for prospects:John Smith Manager of All XYZ Company 666-223-6677Wasted time searching for info may be costing your company $1.5M every year.Find out why...http://xyzcompany.com/wasted_time And you could have one for customers:John Smith Manager of All XYZ Company 666-223-6677Did you know the new BLOOP feature can shorten time to revenue?
Tips to start using it today...http://xyzcompany.com/bloopYou may need to provide a list of provocative statements and links to your staff each week, but if you're continuously creating content this shouldn't be a big deal. The fact is, you probably have a lot of content you can put to good use right now.You may not be able to segment as tightly as you'd like, but you can increase the satisfaction, interactions and engagement of those your company communicates with outside the realm of marketing.
Experiment with using these above and below the actual signature information.For example:Thanks,John***Did you know the new BLOOP feature can shorten time to revenue? Tips to start using it today...http://xyzcompany.com/bloop***John Smith Manager of All XYZ Company 666-223-6677Monitor traffic to these content offerings to gauge interest levels.
You may even discover a shifting priority or problem-to-solution scenario that applies to a prospect or customer segment you hadn't considered.Don't make it a sales pitch. Make it helpful. Have your staff create two email signatures - one for non-customers and one for customers. Or assign the link of the week for the most common type of correspondence specific groups of employees engage in.
Each week all they'll need to do is update their signature files with the new info. It's a copy and paste, not rocket science.This doesn't have to be a time consuming ordeal. But, it can reap some great results and be instrumental in generating dialogue between your company and your prospects and customers.Start with salespeople's sig lines.
Add customer service and support. Test. Expand...etc.In this challenging economic time, providing helpful insights in addition to whatever the email addresses could turn all your employees into nurturers.
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