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Episode #93
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Back before I started my company and was still working in the corporate world, used to binge-listen to business podcasts on my commute. It was like I entered into a whole other world! With new terms, a whole new language really and new ways of doing things.
And one of the things all the business gurus kept on and on about was… List Building. I was clueless… what is this list building? And why is it so important?
I’m going to assume that you are like me back when I started, and this is the first time you have heard about it. Think of this as “list-building for dummies”
WHAT IS LIST BUILDING
So list building is actually email list building. It can also be called email marketing. In simple terms, it’s the process you use to attract people to what you have to say on your specialist topic and encourage them to give you their email address in exchange for a free resource, like an ebook, guide, challenge or mini-course. After that those email addresses are on your ‘list’, and you can send them regular emails or newsletters giving them more free knowledge and guidance. After nurturing them this way for a while you can start to tell them about your paid offers and products.
WHY IS LIST BUILDING ESSENTIAL
Having an email list of leads is seen as the gold standard as a business owner, far above that of what followers you have on social media. But why is that? Here are some reasons…
- Having an email list allows you to speak directly to your potential customers and clients. By communicating directly with potential customers, you can build trust and create connections.
- Email marketing is pretty inexpensive compared to other forms of advertising, making it a cost-effective way to reach a large number of people.
- Email marketing typically results in higher conversion rates compared to other marketing channels. So what do I mean by this? Well, when you tell your email list about your services, offers or products they are far more likely to decide to buy them than people you sell to through things like Facebook ads or social media.
- You are regularly in touch with the people on your email list which keeps your brand top of their minds. This can lead to not only more sales but more word-of-mouth referrals and greater loyalty, ultimately boosting your personal brand and your business's reputation and success.
- Now, as your business grows, your email list can grow with it. This scalability makes email marketing a powerful tool for you. The more people on your list, the more potential customers you have AND the more people you can learn from.
- Finally, unlike social media platforms, you have complete control over your email list. This means you're not at the mercy of algorithm changes or platform policies that could limit your reach.
7 STEPS TO GETTING YOUR LIST STARTED
- Selecting the perfect email marketing service. When choosing you’ll want to consider factors like pricing, features, and ease of use. Always try and get a free version or at least a free trial before you commit. I use Kajabi for my email, as I wanted an all-in-one system, but I know that Convertkit, Flowdesk, active campaign and Mailchimp are all good options.
- Design a show-stopping sign-up form that will have website visitors lining up to join your email list. Don’t panic if you don’t know how to so this, you’ll be able to do it in whatever email marketing platform you choose. On the form, it’s best to just ask for the first name and email address. Don’t ask for anything else unless it’s essential for your business. If you are based in Europe, you will need to consider the GDPR rules, which are basically enhanced privacy laws for subscribers in the EU and the UK.
- Craft a compelling offer: Roll out the red carpet for your potential subscribers with an irresistible free offer, which is also called a lead magnet, freebie or opt-in. Whether it's a discount, free ebook, pdf guide, mini course or exclusive content, offering something valuable in exchange for their email address will have them flocking to join your list.
- Strategically place your sign-up forms on your website like hidden treasures for your visitors to discover. Incorporate them into the header, footer, sidebar, or even as a pop-up, making sure they're visible and easy to find. If you don’t have a website yet, you can create what’s called a landing page in your email marketing platform. It’s basically a one-page webpage where you can tell people about your free offer and add the form. You can then send your potential customers there from wherever you are marketing the offer.
- Lure your people to your sign-up forms: This is the most challenging part of the process. Getting people to actually learn about the freebie you have created. Spread the word about it through your blog posts, podcast or youtube episodes, social media, magazine articles or guest spots on other people’s podcasts. If you have the budget and want to go faster, you can also consider using paid advertising on Google or Facebook, but it is possible to attract people without this.
- Choreograph a welcome sequence to dazzle your new subscribers. So when they give you their email address in the form, they automatically get a series of emails that introduce your brand, deliver the promised freebie, and gently guide them towards one of your products or services.
- Consistently create and send show-stopping content that will have your subscribers on the edge of their seats, or at the very least really interested in hearing more. This can be every week, every two weeks or every month, whatever works for you, but the key is being consistent.
You may be excited to get going or totally freaking out right now, but either way, just get started and I promise you it all becomes much clearer as you get into it.
THE BOTTOM LINE IS…
A lot of things in the entrepreneur world are optional, you can pick and choose what works for you, but an email list really isn’t something you can afford to avoid. So get started, learn as you go and before long you will have a list of raving fans and be a list-building maven!
Links Mentioned
GDPR knowledge - Suzanne Dibble
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