So you’ve got your website up and running and you’re getting a few sales here and there but nowhere near what you were expecting. You’ve got a great product that everyone should be raving about but you’re just not getting as much activity on your website as you want.
Have you ever wondered why it’s so quiet on your website? Constantly checking your emails for new sales notifications? It’s not necessarily because your product or your content isn’t good enough, it just might be that your website isn’t optimised for making sales.
Did you know that 98% of people who visit your site for the first time will leave your website without buying? So for every 100 people who visit your website every day, only 2 might make a purchase. So what about the other 98 people? They’re probably shopping around for a better deal, but now they’ve left your site, and there’s a good chance you’ve lost those 98 potential customers forever.
What if there was a way to capture the details of those who didn’t make a purchase, follow up with them and close the sale? Wouldn’t that be valuable? That’s one of the key benefits of building an email list.
You’ve probably heard the saying ” the money’s in the list”. Building an email list is the perfect way to increase your sales, increase traffic to your website and increase brand loyalty. A lot of business owners understand the logic behind it, but a lot of people aren’t actually taking action or doing it properly.
Not many online marketing tactics give you the same return on time and money investment as email marketing, so it’s definitely a good idea to start building an email list. An email list is one of the most valuable assets a company can have. In this blog post I’m going to show you how to build an email list in 5 simple steps.
The first thing you’ll need to do is decide why you want to build an email list. What purpose will it serve? Is it to increase sales, raise brand awareness or build credibility? Once you know why you’re building your list, you’ll be able to have a clearer idea of how you’re going to take action.
Let’s say you wanted to take a holistic approach and achieve all of the above. You’d need to take the following steps.
1) Get an Email Autoresponder
You’ll need an email marketing platform such as Aweber, Mailchimp, or GetResponse to collect email addresses, and send broadcasts to your customers. I strongly recommend Aweber as it has some really good features PLUS a FREE trial for 30 days just so you can test the waters. This is top priority before doing anything else , so you’ll need to get your account set up now before you get to step 2.
2) Set Up Your List
Once you have your email marketing platform, you’ll need to create a list and a sign up form so that potential customers can give you their details. You’ll need to embed this sign up form into the sidebar of your blog or your website, the bottom of your blog posts or the footer. It’s highly recommend to embed your form within a dedicated landing page if you want to build your email list quickly. You can even use a lightbox popup that shows up when visitors get to your site.
If your website is hosted on WordPress you can download plugins that you can copy and paste your signup forms into, that will sync everything up. If not, don’t worry there are plenty of other tools you can use to embed your sign up form into your website. Just speak to your website administrator or send us an email and we’ll help you out.
Just remember you’ll need to be clear on your offer and clearly state “whats in it for them”with a single call to action on the page.
3) Audience Research
Identify your ideal customers, and find out as much as possible about them. I’m talking about their gender, ages, where they live, their income etc. As well as their demographics, you’ll also need to know about their psychographics; we’re talking about how they think, what their struggles are, what their goals are and how they see themselves. Once you have this info, you can tailor your messages for maximum impact by talking to them about the things they really care about. You can get this info buy doing a few surveys or by developing a customer avatar.
4) Create An Optin Bribe
Create something worth giving away as part of your incentive for people to join your list, eg. a discount coupon or a free piece of content which you should mention in your headline and call to action.
This is what you call an “opt-in bribe”or “lead magnet”. You can set your email marketing platform to send your opt-in bribe to the customer instantly when they confirm their email address. You get their email address and they get a free gift; so it’s a win-win situation.
Your opt-in bribe doesn’t have to be anything fancy… it could just be a PDF cheatsheat, checklist, report or even a “How To” video you’ve recorded that solves a particular problem of theirs, that you now know about from your audience research.
5) Craft Your Email Sequence
Here’s where the magic happens. Email auto responders are wonderful things. They allow you to email large groups of people simultaneously. You can email your subscribers manually or schedule them so they get sent out while you work on other stuff or sleep. Automation is your friend!
The first email in your automated sequence should set the scene and let customers know exactly what to expect in terms of content how often you” be mailing them. Aim to write 10 -1 5 emails and load them into an ordered sequence which not only promote your offer, but provides information that would be of high value to your audience based on your research.
Add a call to action at the end if each email to either visit your website, take advantage of a promotion, join an online conversation or just to look out for the next piece of content. This way you’re not being the pushy salesperson, but rather you’re acting as an advisor; nurturing, educating and empowering them. At the same time you’re building a solid relationship with them and keeping your brand at the top of their minds.
If you’ve got a decent amount of traffic coming to your website or landing page, you should now be seeing a steady stream of people opting in to your email list.
Even if they don’t buy anything straight away, you know they’re interested in your product, and you have them on your database so you can re-market to them. Don’t be discouraged if they don’t buy straight away because marketing studies have shown it takes on average of 7 exposures to a brand message for a person to have enough information and trust to make a purchase.
Rather than losing 98% of your 1st time visitors, you’re keeping up to half of them in the loop for when they are ready to make a purchase!
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