Are you growing your email list? “What email list?” you ask. “I’ve got loads of followers on Facebook and Instagram. Who needs a list?”
You do! Without a list, your business will not produce profits on a consistent enough basis to sustain and grow your business. You might really just have a hobby and enjoy social media connecting. You need to look at building your list as building equity in your business. And, aim for quality over quantity.
And, yes, you may have a list of thousands of followers on Facebook, Instagram or any other social media site. Have you thought about who owns that list? It is not you. While none of us expect Facebook to disappear, if it does, your list goes with it.
How do you get started building a list? You likely already have the start of a list. You have probably built the list from online sales, from a class you taught last week in the shop, or from speaking or vending.
It is a way for people to get to know, like and trust you enough to spend money with you.
You may have a list of 10, 100, 1000 or more that you are trying to grow. It does not matter since we all started in the same place with zero subscribers to our list. Here are some strategies to consider.
1. Start with an email marketing platform. Think of this as your customer relationship management tool. Options include Mail Chimp, Infusionsoft, AWeber, Constant Contact, Mad Mimi, and countless others. (You do not want to use your Outlook email program.) Each of the options mentioned will have free trials or demos so you can become familiar with them. The difference is in the sophistication of the tool and what your needs are. The reason you want an email platform is that it allows people to opt themselves in and to opt themselves out. You may be able to segment your list and build a level of autoresponders.
2. Create a lead magnet. This would be a freebie that you give someone who visits your website in exchange for their email address. It is like the free taste that you get at the ice cream shop. It allows someone to try before they buy. This can take the form of an e-book, a pattern or a training video, for example. Do not get stuck on what you need to create, just create something of value for your potential customer. The freebie will drive people to learn more about you and your products.
3. Create an email marketing strategy. In its simplest form, you create content on your website, share it with the people on your list, continue to build a relationship with your list on a consistent basis, periodically send an offer to your list, always continuing to provide more value. People did not join your list to buy from you. They got on your list to get the value you have to offer. You need to be consistent in communicating with them, for example sending your newsletter once or twice a week on the same day. Remember that people join your list at various stages and you need to continually work to nurture the relationship with the value you offer.
4. Develop a content strategy that aligns with your business objectives. You need to identify a variety of themes that relate to your message and then come up with content topics for each. If your message has five key themes and you have five topics in each theme, you have a half year’s worth of content. Your strategy can include written, video and audio formats. Start to share your content in your newsletter, your blog and on social media, and engage with your peeps through your content.
5. Place an opt-in box on your website. You can do this in a variety of places. You definitely should have one on the home page. Do not send your visitors to another page with a link that says “Sign up for my newsletter here.” You can add one on the right column of pages on your website. You can add one at the end of your blog posts. And, you can add a pop-up box. I just added one. Sure people find them annoying, but they are effective, so do not discount adding one.
Building your email list does not happen overnight. These are some simple strategies to get you started. What is your most effective strategy to build your list? What questions do you have about building your list? Would you share it in the comments below or on our ICAP Facebook or Google+ pages.
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Morna McEver is the founder and CEO of the International Association of Creative Arts Professionals where creative arts entrepreneurs craft business success. Her weekly e-zine offers tips, techniques and inspiration to help you craft business success from your creative arts passion. You can sign up for a FREE subscription at http://www.creativeartsprofessional.com.
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