Sometimes overlooked as a older form of online communication, email is still the workhorse for the majority of most people’s business communication online.
Email is a key component of any content marketing program because it’s the mechanism that helps you distribute your content and bring your prospects back along the “return path”.
Here are 3 essential ingredients you need to have email help grow your business.
The foundation of successful email marketing is the list and to grow a list, you need a plan.
You can use your content marketing plan as the basis where you have already identified your ideal clients and lead magnets.
Not only do these lead magnets convert your website visitors to leads, but they also help you segment your list based on what areas your leads are most interested in.
An Editorial Calendar
Before building your list, think about what useful content you want to send to your list members to help establish yourself or your company as an authority in your field and to build a relationship.
Remember, as a marketer, it’s still your job to get your leads to know, like, and trust you.
An email list is not an open invitation to send out offers and promote your products, but rather an opportunity to educate and inform.
Here are examples of the types of content your editorial calendar should map to:
- Links to your new blog postings
- Links to relevant articles
- Relevant client anecdotes
- Invitations to webinars
- Updates about upcoming events
A Product Pipeline
As you email your leads and help them transition to prospects, you need to make sure you have something for them to buy from you.
You can start with a low cost “tripwire” offer that helps to transition someone from a prospect to a customer.
Your tripwire can be anything from a training course to a physical product to an assessment.
Tripwires are the next level of “opt-in” for your list members and show you they’re ready to spend money with you.
It depends on your business, but most buyers are not going to make high ticket purchases right off your email list.
They’ll need to purchase something low risk first (i.e. low cost, high value items) to see if what you’re offering is what is going to solve their problem.
Put these three components into action, and you will be able to establish a mutual relationship with your list that can help both you and your list members grow.
Have you been able to successfully use email to grow your business?
[Photo Credit: Patty Vicknair]