There's been a lot of discussions lately on the direction of digital marketing. We've watched over the past few years how many companies have focused on social media for marketing their products and services, many with great success, others have found that their messages are getting lost in the overwhelm. The proof may lie in looking at our own buying habits. I'm regularly on Instagram, Facebook, YouTube, and Twitter, and yet, I find most of my purchases result from an email I received, not an ad on Facebook.
We're not suggesting that you abandon social media as a part of your marketing plan, rather that you re-implement (or ramp up) marketing to your email list.
How do you re-energize your list?
1. Start sending out regular emails; these emails could a copy of your blog to your existing list. Include a call to action in the email, and remind your existing subscribers that they can share the email with a friend by forwarding it along.
2. Include in your emails special offers for subscribers, push this offer on social media as well, with a link to subscribe to your current list
3. Use a Lead Magnet as a list builder.
What is a Lead Magnet?
A lead magnet is an offer compelling enough that a prospect would be willing to provide their contact information to receive it. Lead magnets could be content (such as an ebook or whitepaper), a free trial, a discount, an entry into a contest, or any other offer that your prospective client would find valuable.
It's a win-win. Your prospect gets something of value for free; you get access to your prospects inbox.
But it doesn't stop there.
Once your prospect signs up to receive the lead magnet, the magic is in the follow-up. As an example, let's consider a lead magnet that is an ebook that consists of 7 modules (keep in mind, these are not extensive modules, the content should be enough that your prospect is satisfied, but not too much that they're not looking for more).
The process would look like this:
1. After creating your lead magnet, build a little excitement about it on your blog and all social media channels. This is a teaser copy to get your prospect to the landing page.
2. Your prospect needs to sign up to receive their copy of the ebook, which will be emailed to them. Remember, your prospect needs to enter a valid email address, or the ebook won't arrive.
Now the follow-up begins (sending a new email every couple of days):
3. The first email - Thank you so much for signing up to receive this ebook. I hope you enjoy it. Plus, a call to action.
4. The second email - I'm sure you'll have questions as you read through this incredible resource, connect with me (include social channels and email address).
5. Third email - What did you think about module 1? What did you think about while reading it? Then give them a tip for expanding their learning.
6. Fourth email - Along the same lines, as email 3, but focusing on another area of the ebook. Perhaps including a worksheet that helps follow along.
See how the follow up keeps the engagement? Remember always to include a call to action.
Lead magnets can be easily pulled together with information you already have. You may have some webinars that have been recorded that you could re-purpose into a collection or a whitepaper that can be re-purposed into an ebook - looking for ideas?
By Peggy Murrah, founder of PMA Web Services
Peggy Murrah is a unique combination of web and marketing savvy, along with dependability and resourcefulness. These qualities have been instrumental in her building a successful business that serves clientele across five continents. PMA Web Services provides marketing direction and strategies for entrepreneurs through mentoring, social media marketing, list building and management, and development/maintenance of their online presence.