Email marketing is one of the most important things you can do for your business or personal brand. It gives you an opportunity to directly communicate with your followers. It also allows you to drive people further down your sales funnel. But it takes work to build an email list – hard work. You have to possess a giving vibe. You want to be able to provide enough value for your customer to want to engage with you.
Remember, you’re asking a lot out of your customer when you ask for their email! Receiving a customer’s email means that you will have direct access to them so you don’t want to ruin that privilege.
Step 1: Create A Content Strategy
Be prepared to provide value. Create content that will provide upfront value to your audience, whether it’s blogs, videos, podcasts, etc. Without this, you won’t be able to keep the subscribers engaged and they will be more likely to unsubscribe from your email list.
Identify your ideal customer. What’s your customer’s problem? Identify your customer’s struggles and how you can help solve their problem. How does your customer consume information? Does your customer prefer to download ebooks, listen to podcasts, watch videos, etc? Do they use social media on their desktop, tablet, or mobile device? What information does your customer search for online? If you know the type of questions your customer searches for, you can become a valued resource for them.
Once you gather this information, create valued content you can use to share with your customers once you get them on your email list. Depending on your target customer, a monthly newsletter isn’t enough. try to be specific to the interest of your readers.
Step 2: Create A Lead Magnet
A lead magnet is any type of offering for your customer in exchange for their contact information. Lead magnets are usually a piece of digital, downloadable content, such as a PDF checklist, ebook, video, report, email, etc.
So what makes a good lead magnet?
There are 3 things every lead magnet should have:
- Solves a problem: In order for you to attract your ideal customer, your lead magnet needs to answer a real problem. So, if you haven’t done this already, identify your ideal customer profile- maybe link to your other blog about identifying your customer and find out what they really want to know. Be as specific as possible and be sure it has perceived high value. Meaning they would be willing to pay to solve it, but luckily they don’t have to.
- Easy to read or watch: You don’t want to overwhelm your reader, so only go into detail if the topic requires. You want to give your potential customer a quick win, not an excuse to give up hope.
- Position yourself as the expert: When someone downloads your lead magnet, it should demonstrate your expertise or easily show the reader what makes you different than others in your industry. This will help tell your story and hopefully turn your leads into customers down the road.
Step 3: Promote Lead Magnets and Segment Leads
So, you’ve created your lead magnets and now it’s time to promote them. You can do this easily with social media.
Use Facebook & Instagram live to discuss topics relating to your lead magnets and get people to obtain your resource that way. You could do the same thing via Instagram Stories and direct views to the link in your bio If you’re in a group setting, using text opt-in features from your email marketing software would be a great way to give your in-person audience a quick solution to their problems.
But really, don’t worry about getting your first 100. Worry about providing value to the customers on your email list now and gradually grow your list over time. When you’re providing value while marketing to your ideal client, you will attract qualified people who are the more likely to buy into you, which then decreases the importance of your subscriber count. Just focus on giving your audience real value and the subscribers will come.