In this tutorial, we’ll talk about a 3-step method for attracting and converting opt-ins immediately. Having a big email list doesn’t necessarily make you money; the idea is to leverage that list and build better relationships with leads via content, and make the transition into a relevant sale quickly.
Know the Need
Knowing the need is having an understanding of the varieties of desires in your market.
When people come to your site, call you up, etc., do you know what it is that they’re after? There are a few ways to go about figuring this out:
- If you want to be bold and brave (and most entrepreneurs should practice these qualities), call customers and be forthright. Ask them, ‘Why did you come to us? What benefits were you hoping to get out of the visit/inquiry?’
- Look at what is most attractive on your sites in terms of content. might Look at your blog(s) or social media streams to determine what articles are exploding in terms of engagement. Look at time on page if you use Google Analytics, check out your Youtube channel and look at number of viewers for each video. Figure out which of your content stands out.
- Use open-ended polls. Send out an email that includes a poll, along with some broad potential benefit, such as a coupon, etc. Be careful not to bias the extra offer. For example, let’s say you teach people how to run Facebook ads; if your benefit is a free Facebook guide on how to scale daily spending, you’re only going to attract people to fill out the poll who are interested in that niche topic. The goal is to have more vanilla offers, such as a coupon code across content. In the poll, ask them what the problems are that they’re looking to solve, the benefits they’re looking to glean, and what makes us unique and different (this is an important question for positioning, another marketing topic for another day).
If you combine customer feedback with insight on your social media/blog trends, you’ll have a pretty good idea of what content sells, which allow you to build content specifically addressed toward your list’s major concerns.
Come up with 3 to 5 categories of content to produce. Going back to the Facebook ads example, your categories might be tips for beginners (such as setting up Facebook accounts); ad creation and copywriting; and targeting and making the most of your budget. I don’t recommend more than 5 core topics for your content.
Once you have your content categories and product(s), rotate your emails so that they resonate with each group’s needs. Create a consistent routine. On Monday, you might send out articles with good headlines (or other content) that addresses the beginner’s group, Wednesday’s article is targeted to the copywriting group, and Friday’s articles reaches out to the budget group.
On the bottom of these articles, include a link or banner to an opt-in page that is related to that particular group. If a lead opts-in, then you know that the topic in question likely alights with their primary interest. Use this information to tag each contact in your email automation software.
Monetizing an email list is the point. A large list is useful but only in terms of customer lifetime value (hence the concept behind CLVboost). In general, the most engagement you get from leads is at the point after a prospect opt-ins or buys.
With your list tagged and segmented, you can now send a tailored “drip sequence” that specifically drives customers to the right product for them. You might create three different products for each group, but what if you have one core course that you want to sell to all three?
You can sell the exact same program (assuming it’s beneficial to all group) by simply tailoring a message to their specific interest. Each email will include an emphasis on the interests for that group. You’re not telling each group that the program is different; instead, you’re explaining why the program is beneficial to them. Treat each group as unique people with unique desires.
The Pay Off
Say you get 100 people to initially opt in, and would normally sell two people at $97 for a product or course.If using the above strategy you’re able to up those sales to 3 or 4 at $97, you potentially double your sales on the front-end (and this doesn’t even address up-sells).
If you have a list with 300K contacts, and you send out one dedicated broadcast, you’ll probably get a fair number of responses. But if you take that core message and vary it slightly to address the unique interest of the 100 contacts in your beginners’ category, 150 contacts in your copywriting category, and the 50 contacts in your budgeting category, you can get 20-35% more clicks from that email through segmentation.
Now with every single broadcast that we send, we’re sending another one-third of our list to a structured landing page and garnering better return on investment (ROI) – not to mention building long-term list relationships.
The 3-step strategy addresses fundamental principles that are invaluable for ensuring that editorial content is structured in way that’s geared towards lead generation, as well as immediate post opt-in activities that are segmented and driven to the sale.