Posting on Facebook is for suckers.
Even if you have not read about the declining reach you have on Facebook with your posts, you have surely noticed how many LESS users you reach with each post on your business page.
A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. Research from Social@Ogilvy, meanwhile, suggests that for Pages with more than 500,000 Likes, organic reach could be as low as 2%. (Source: Hubspot Marketing)
Despite this knowledge people have relied solely on Facebook and other social media platforms like Twitter and Instagram to pummel their message to their customers. Just hoping 2-4% of their fans will see it! I won’t even go into the fact that some of those fans may not truly be targeted fans. (i.e. someone most likely to purchase your product)
Here’s the good news; there is still a way that you can reach 20-30% of your TARGETED buyers. How?
The invasion of status updates, tweets, Instagram images have not replaced our relationship with email. In fact, you might think that our Inbox has become our “safe place”; away from all of the noise of social media!
When selling your products and services online, email marketing is as important as it ever has been. Email marketing provides the highest return on investment for must businesses at $40 for every $1 spent. That’s 40 to 1 people!!
Check out how it compares to other marketing efforts:
Social Media vs. Email Marketing
Sure, social media is important!! Where else can you go (from the comfort of your couch) to go out and engage with a huge ocean of possible customers?
Think of it this way: Facebook (or Twitter, Instagram) is a party. You make your way around the room saying hello, chatting, laughing at jokes. Then, you meet a guy. He gives you his phone number. This number, in this story, is his EMAIL ADDRESS.
The first email you send is your first coffee date. Somewhere quiet, on neutral turf, where you can talk and get to know each other….away from the noise of the party, AND other people trying to get the attention of your guy.
At Intentional Marketer, we started the same way. Both Meredith and I (Anne) had businesses where we were selling products. We started to post our product pictures to Facebook and Instagram. And guess what?
We could barely get a like, let alone a comment on our posts. Why wasn’t anyone listening?
It wasn’t until we implemented email marketing into our strategy that we started to make sales. We used our posts to talk to our target customers. We offered those people something for free, that would be USEFUL and VALUABLE to them, in exchange for an email address. Only then, after getting to know our prospect through email in a quiet space, were we able to sell our products to them.
Using email should be an integral part of running your business online. It’s one of the best ways to connect with your customers and learn who they are and what they are looking for.
As much as we love social media, the fact remains that you do not really “own” your social media fans and followers, and you are always subject to the rules and regulations of the platform. Facebook changes their rules all the time! Your email list is yours to keep and no one, not even Facebook, can take it away from you.
Are you willing to take that risk?
It CAN be that easy!
Start Email Marketing Now
Part 1: Collecting the Email Address
Obviously to start your email campaign, you need to have email addresses. You will first need to focus on building your list.
There are many ways you can do this, but most people will give away something valuable or useful for the subscriber.
This is most often called a lead magnet. A lead magnet must have value and be useful to the person who lands on your profile page, otherwise it will not be easy for you to get an email address in exchange. The lead magnet (or “freebie”) should in somehow be related to the products or services that your business offers.
Follow this checklist when figuring out what your next free offer should be.
Describe what your problem your freebie solves.
- How to do eye makeup
- How to lose 5 lbs in 3 days
- How to create your first welcome email series
- How to find ideas for content
- 10% your first purchase (save money)
- Free shipping (save money)
Decide on the type of lead magnet
- Resource list
- Video tutorial
Your lead offer should
- Provide value – your offer must be useful to your subscriber
- Be easily received – deliver your offer as instantly as possible!
- Relate to your product and services
- Look nice!
- Open the door to doing business
Tools to create your lead offers:
- Microsoft Word, and save as a PDF
- Canva.com to create beautiful documents for FREE
- Your smartphone camera to upload to YouTube
Part 2: Send the Lead Magnet Immediately
Now that your lead magnet is created, the value you promised the subscribers needs to be automatically sent out when someone subscribes. You can do this by using what is called an “auto-responder”.
Our FREE favorites are:
When you design your welcome email, write a short note up top letting the new subscriber know that this email is delivering their value and where to click.
Tailor the look of this welcome email to fit your personal brand and don’t forget your lead magnet link!
Your welcome email is where you deliver the value you promised, AND also your only chance to start the process of relationship building. Make your wording warm and inviting, maybe give them an invite to your Facebook Page!
You can also add images and link them to various other places, the possibilities are truly endless!
Tip: Get Whitelisted
In your welcome email you will want the subscriber to “whitelist” your email. This basically means they will be marking you a safe sender. Most users are using free email services like Hotmail, Gmail or Yahoo to receive emails. They can’t control whether or not your email will hit the spam box. Typically we will ask people to check their spam boxes or Gmail Promotional tabs to find our emails right on the thank you page of the lead offer.
You can find instructions on how to whitelist email addresses here.
Part 3: Email Your Prospects!
Any effective email marketing campaign begins with the first email.
Now is the time where you welcome your new subscriber to your community! In this series, you are looking to turn strangers into friends. This series will teach people who you are, what your values are, why you are different from the rest, what they should expect from you and what you should do next.
Your welcome series will comprise of the following:
- Welcome and what to expect
- Your values
- Why you are different
- How often you will email them
In your welcome series, you will be sending your new subscribers your “best stuff”. These emails will come after your immediate delivery of your free offer. You can choose any number of emails to include in your series. 3-4 emails directly following the lead magnet delivery is typical.
What is the key to successful email marketing? Consistency. If you promise to email once a week after your initial series, then email once a week. You will surely lose subscribers if you promise a weekly email and email them every day.
Build Relationships With Your Subscribers
So you’re convinced you need to begin marketing with email.
Your next question may be, what do I send my list?
Then, how do I get them to open my emails?
Email marketing is a killer way to build relationships with potential customers. If you play your cards right, your customers will enjoy getting your emails and will interact with you in the process.
People BUY from those they KNOW and TRUST.
Here are a few different types of emails that keep customers coming back for more:
- Exclusive Offers
This is where the sales pitch comes in. However, it is subtle and not downright asking “Buy me! Buy me!”
You can offer your product at a discount for your list, by offering a discount code that you’ve only given to your list.
You can also give your list early access to your product or program before you release it to the masses.
Doing things like this make your subscribers feel special and appreciated and in turn they make them appreciate you, increase loyalty and make them more willing to spread the word!
- Email Newsletters
Let’s face it. People are short on time these days.
A short and sweet email newsletter summarizing what’s going on your site and in your business goes a long way. Be sure to provide interesting looks into your business, the latest promotion you have going on, and provide happy customer testimonials if you can.
- Preview Events That Your Subscribers Would Be Interested In
The people have joined your list gave you their email address because they wanted to hear from you.
So give them what they want!
Send an email series of a few emails building up to something big that you’re going to share.
Do you have a webinar coming up? Be sure to email your list in advance to build the hype! When you are planning to release something big, be sure to email your list to build anticipation.
A note on selling: the Pareto principle (the 80/20 rule) applies to so many things, and email marketing is no exception! As long as you’re providing information and value to your list most of the time, they will not be offended or surprised when you throw a subtle sales pitch in the mix!
In fact, they will WANT to hear what you have to share with them.
It’s so easy to be tempted to only market your business using the newest Facebook feature or Twitter trend, and we aren’t discouraging you from focusing attention on social media.
Email is tried and true and works just as well as the newer marketing tactics. It can be an awesome, personal way to communicate with customers and potential customers.
But it isn’t enough to start collecting email addresses and build a list. You have to use it effectively!
This post should help you do just that.
There are so many ways you can communicate with and build relationships using email. All you have to do is start!