"Marketing Guide To Grow Your Business"
List building is crucial for a successful business. Here are some good ways to collect email addresses in order to build a successful list to later sell to. Press play on the podcast player below:
Download Your Ideal Customer Avatar template and example
Hello, I’m Andrea Palten. Welcome to episode 3 of the Marketing Guide to Grow Your Business podcast.
If you are a business or solopreneur that is selling a product or selling a service, you know that list building is one of the biggest and most important things you can do for your business.
Gathering email addresses is a science in itself. There are so many steps and so many ways to go about it.
But before we get started, I want to talk to you about why having a robust email list is so crucial to your business. An email is so critical because it’s yours. You own it. If you are on rented platforms, meaning they are not yours like Facebook, Instagram, Twitter, etc… you really don’t own your space. Look at what happened to Google Plus? If you had your entire audience on Google Plus and people stopped interacting, all your people went away. So you want to own your email list with all your leads.
Email is the most scalable way to get sales from new customers and build deeper relationships with existing ones.
Well, how to do you build and grow an email list?
Let me start with the most important thing you can do to create and scale your email address list for your business. And that is with content content content.
Ok, that’s it, episode is over. Hahaha! Just Kidding. But content is still king. In business you need to give in order to get. You need to give free stuff or knowledge in order to be ready to ask for something from your customer.
Your content can be in the form of a blog, videos, helpful articles, a podcast like this and so many other tactics. But just because people are reading your stuff, watching your videos, and listening to your podcast, doesn’t mean you will get their email addresses for your lead list. So you need to entice them to sign up to get something.
These downloadable assets are called Lead Magnets.
Some examples of lead magnets are ebooks, Toolkits, fun quizzes, worksheets, exclusive articles, downloadable templates, personalized videos, valuable webinars, thought leadership PDFs, and other freebies.
When you create these lead magnets, you place them on your website on a specific landing page with a form that your audience has to fill out in order to get the lead magnet.
And remember, you need to know your audience before you create your lead magnets. Because you need to know what interests them enough to give you their email address.
I spoke about this in episode 1. Figure out your ideal customer avatar before you start creating marketing campaigns. You can get a downloadable example of an ideal customer avatar and a template you can fill out on my website at andreapalten.com/ica.
So before creating this lead magnet, you need to know what your audience wants. What is the solution to helping them get what they want. And what are the small steps required to deliver that ultimate solution.
I often get asked, “Andrea how many lead magnets do I need to have?”
Having one solid give-away is good, but having around 10 helps you even more. In a study from Hubspot they saw a 55% increase in leads when companies increased their number of landing pages and freebies to about 10-15.
You can also have a newsletter sign up. But let me tell you, they don’t work as good as they used to. You really need to tell them why it’s valuable that they give you their email address. You can tell them you will have insider access for only your subscribers, or flash sales or some kind of value.
When you create your landing page with the form that they need to fill out, be sure to design your website so it converts.
The call to action button and the call to action message needs to be really thought out. And by the way, those of you who are new to marketing. Call to action is often referred to by its acronym, CTA.
A lot of marketers use humor in their call to action buttons. You’ve probably seen this on website. You get a form asking if you want to download this PDF to help your business and you get two buttons. One says “yes, send me the PDF” and the other one says “No, my business isn’t important”. They are being cheeky and being clever. It gives them personality and makes people click on the yes.
Another thing you can do on your website is create a pop up. Those are those boxes you see when you are visiting a website. Sometimes they come up immediately, sometimes after you are browsing for a while or sometimes when you are exiting the site. The pop up is usually an announcement or some kind of lead magnet. Sometimes it’s just asking them if they want to sign up for the newsletter.
If you want to get really fancy with these pop ups, you can have them come up for only returning visitors. Or you can have them pop up if a visitor is spending 15 seconds on your site. When it gets really complicated, most marketers buy software for this. Just google pop up tools. The first one that came up for me is Wishpond.
And talking about websites, make sure you have some kind of sign in option on your “About Us” page. Not many people visit these unless they are super interested in you. That means you need to strike while the iron is hot and give them a chance to sign up to your freebie or newsletter.
If you have a small email list or no list but you have a following on Instagram and Facebook, then every now and then let them know they should sign up for your newsletter and tell them the awesome things they will be getting from you.
That is it for today. Now go out there and get some leads and fill up your email lists.
Talk to you in the next episode,