Being the educated Internet marketers that we are, we all should understand by now how important email marketing is to our online businesses. Contrary to some crackpot claims made by bloggers who are trying hard to attract some attention, email is NOT dead and it’s here to stay and serve us for the foreseeable future.
Having said that, I’ll have to make the disclaimer that email is not a push-button money generator that magically transfers big bucks to your bank account. You don’t just buy a mailing list from some shady vendor and send out random offers to equally random people. For email marketing to work, you have to lay the right kind of groundwork for it and it all starts with a strategy I lovingly call Getting Da Lead.
Get Da Lead, or GDL, is the pet name for the part of every marketing campaign where I gather qualified prospects for my line of business. It’s an essential step of every campaign that I launch because what I do in this phase ultimately impacts what my bottom line will look like latter on. GDL is focused on targeting the right people and building strong relationships with them that can be leveraged into pitching successful offers. If done correctly, GDL helps your web enterprise fire on all cylinders. Skeptical? Consider the following points:
1. Summon Instant Traffic Without Ads or Search Engines – At the top of every Internet marketer’s list of priorities is getting more traffic. More traffic means more opportunities to let people know about your offer, thereby giving you more chances to make more money. You can usually drive traffic to your site from search engines, but optimizing your site for good search visibility is a tall order if you’re in a moderate or highly competitive niche. You can use PPC advertising or banner ads, but these things can get expensive if you don’t do your homework on them.
Having a good mailing list lessens your dependence on ads and search engines by giving you the power to directly inform your prospects about new content or offers that you want them to see. Sending an email with catchy copy and a good call to action instructing readers to click on a link can really spike up the visits on your site. Imagine a mailing list with 10,000 subscribers in it: if you got the right leads, at least half of them should click on a link you want them to check out. Doing some simple math here, that’s 5,000 visits for the page you’re pointing to with just one click of the “send” button. That’s a heck of a lot more than most search engine listings can give you in one day and the best part of it is that this is all VIRTUALLY FREE TRAFFIC.
2. Email Leads Build Relationships – Wouldn’t it be great if you could somehow “train” your subscribers to read all your messages and click on every link that you send out? By getting leads and leveraging email, you can do just that to rack up more profits for your business.
Email is active communication. It allows you to reach out to your prospects long after they’ve left the confines of your website. To build strong relationships with people in your mailing list, all you have to do is prove to them that you’re not a spammer who’s out to get their money by trying to sell something each time you send out an email. Instead of harassing people with incessant calls to make a purchase, get into their good graces by sending out free and useful information that can help them solve their problems. These can be articles or links to good resources that are relevant to their interests.
The key here is to get your prospects into the mindset that you’re an authority in your common area of interest and that there’s value in whatever you’re trying to share to your audience. If you can do that, you’ll galvanize a relationship with your subscribers that can be used to feed your business for a very long time.
3. Better Site Engagement – Having good, targeted and relationship-nurtured leads can benefit your business in more ways than one. Aside from traffic and conversions, another key area that benefits from GDL is user engagement on the site. If you’re not familiar with the term, user engagement refers to the degree of interest that your prospects have in you and what you do as a business. The easiest way to measure user engagement is through your bounce rate, which is the ratio of visitors who visited more than one page in your website while they were there versus the total number of visits to your website. Having a high bounce rate indicates that people are entering your site and are getting impressions on your landing pages, but they’re not clicking any internal links to drive deeper into your content. Having a low bounce rate, on the other hand, means that people find your content engaging and are browsing through your site one page after another.
When users are more engaged, it shows that there’s a higher level of motivation and interest on their part. It’s much easier to get your messages across to them and it guarantees that when you talk, most of them will listen and absorb whatever marketing communication you’re trying to make with them.
4. Better Conversion Rates – Market research has proven time and again that it takes the average consumer at least seven exposures to a marketing message for him to really start digesting it. This is the reason why I’m fond of building relationships via email as opposed to trying to sell my offers upfront. In the same way that I hate asking for people’s money the first time I meet them, I reject the idea of pulling immediate hardsell on any of my prospects the first time they visit my website.
The generally accepted average conversion rate across all niches on the Web is 1% and I have a theory on why that is. It’s plain to see that most marketers either don’t have a cohesive email marketing strategy or they don’t have one at all. A lot of folks out there simply rely on raw traffic from ads or search engines to rake up their offers en route to conversions. When firms who practice this drill need more sales, they simply invest in more traffic and sometimes wind up hurting themselves with steeper expenditures that don’t pay off. I’ve always subscribed to the idea of doing more with less, and email marketing allows me to sell more even if I have fewer people to market to.
Getting the right leads in your mailing list means that your prospects are more open to your messages because you’ve shown that you know what it takes to decrease their pain and increase their pleasure. If you’ve established relationships with them like you should, it would be very hard for them to resist your offers given that they trust you and recognize you as an authority in your niche. This results in much better conversion rates in the end, ensuring that your business is able to earn more while spending less. It’s called efficiency and you can only attain that level of efficiency when you get da right leads.
5. Eliminates one-and-done — Ever asked yourself what you’ll do after you’ve sold whatever it is that you wanted to market? Do you just collect your money and think of another thing to sell? Do you just invest in more traffic in hopes of getting new people to come to your site and have them buy from you? Cuzin, this is an old, outdated way of looking at ecommerce and I’ll be the very first to tell you that you can do FAR BETTER than this.
Having a mailing list full of people whom you have good relationships with allows you to go well beyond the first sale. With a mailing list that trusts and respects your business, you can market to them over and over again to achieve long-term business success that’s both sustainable and profitable.
If you got the right kind of people in your mailing list, you earned their favor through your useful emails and made believers out of them with the first product they bought from you, there’s a very good chance that they’ll constantly take the time to read your emails and see what you have to say. This gives you what I’d like to call marketing momentum and that momentum can be leveraged to easily sell your next offers.
Alright, by now you’re probably wondering how exactly you can implement the GDL strategy to your business. Good thing you asked: I prepared a new video that you can watch to find out more. Here’s the link:
Just click on that and I’ll see you on the other side.
Andy “The Go-Getter” Jenkins