Listen to article or read below
YOU HAVE SOMETHING TO SAY
You have something to say about your products or services.
• You want to tell people more about the solutions you offer to help solve their problems or provide for their wants.
• Perhaps you have a big event coming up that you need to promote.
How do you reach your audience and continue the conversation?
Discovering ways to build your list is important because it allows you to keep talking with your audience over time so they can come to know, like, and trust you and convert to satisfied customers.
Gathering contact information to continue the conversation is an old-fashioned, but still effective strategy.
What has changed over the years is how we use email marketing and website forms to collect that data.
Building your list can now be done with minimal effort and very low cost.
In this lesson, we’ll walk through basic strategies for building your list using modern email marketing techniques.
• You’ll explore ways to build your list with an overview of the most common techniques and best practices in use today.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Discover some of the ways email can be collected as we go through an example of a marketing service like MailChimp
- Look at where forms and links to forms are typically located
- And brainstorm methods to get people to provide their email address so that you can continue the conversation with them in the future.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to give you “hands-on” training customized to your own business.
BEHIND THE SCENES
Most of us have experienced a website that asks for our email information.
- But what happens behind the scenes?
Simply put, when you enter your email address on a form, your information is either collected by the site, or gathered behind the scenes by a third party service like SalesForce.com, MailChimp.com, or Aweber.com
MAKES DOLLARS AND SENSE
Email marketing companies like MailChimp are very affordable solutions-which is why business owners use them.
- A subscription is free for up to 2000 subscribers-with a little MailChimp ad on your email.
- Or you can get an ad-free version for lists up to 500 names for around $10/month.
THE MORE THE MERRIER
Once your account is set up, you can offer multiple ways for visitors to subscribe.
Here are a few methods:
- Embed a sign-up form in your web pages or blog
- Link a button or image to a URL with your sign-up form on it
- Use an HTML Link to a sign-up form
- Share a sign-up form on Twitter or Facebook
- Put a QR Code in printed materials so people can sign-up with their smart phones
- Collect sign-ups at an event or in-store with a tablet device
As you can see-subscribing can take different shapes.
The more ways you use-the more chances to build your list.
WHAT’S THE PURPOSE?
As you saw, there are many methods to get a sign-up form in your marketing materials.
- But where exactly should the sign-up form or link appear?
A good rule of thumb is that it should be prominently displayed on your home page, and anywhere else where collecting email addresses is the primary purpose of the page.
Then, when the primary purpose is something other than collecting email addresses, it should easy to find-but maybe not as over-the-top obvious.
Here are some examples:
On the home page, you have less than 8 seconds to engage the visitor before they click out.
- You want an irresistible offer to grab their attention right away and get them signed-up.
This usually means that the offer would be accompanied by a large, clear and simple “sign-up” call-to-action button or form close to the top of the page.
- You may also repeat the offer-and the button more times as the visitor scrolls down the page.
On the other hand, the “Contact Us” page’s primary purpose is to have them fill out the “Contact Us” form.
- On this page you may have just a link to the email subscription form with some text or an image saying “sign-up for free stuff” below the “Contact Us” form.
MANY FACES, MANY PLACES
Next, let’s look at some of the places the sign-up form, or link can be included:
- On your webpages in the header, sidebar or footer
- As a link below your email signature
- On a landing page
- Included in one-on-one emails with a note asking people to sign-up for your newsletter, white paper, or topical updates
- In your company documents such as proposals, invoices or billing statements with a link or QR code
- On social media sites like your Facebook page, Twitter feed and Google +
WHAT’S IN IT FOR ME?
Finally, how do you get people to sign-up?
Here again, there are many different ways used to get people to provide their email information.
- But these days, we have all gotten much more jaded about providing an email address just because they ask for it.
Put yourself in the shoes of someone seeing your request.
- “What’s in it for me?”
It is very hard to get someone to exchange their contact information without a compelling reason to do so.
- Make sure you provide one.
Here are some examples of what motivates people to sign-up:
- Valuable information about topics of interest
- Special offers
- And chances to win things
TIME TO GET REAL!
Now it’s your turn.
Go to this lesson’s Practice Guide, and brainstorm some ways to build your list.
- Think about which activities will bring the quickest return for your efforts.
Now that you’ve looked at how to build your list, let’s get into some more detail with Lesson 3: Sign-up Secrets-Why Less is More”