There are some email marketing haters out there.
They believe the myth that asking for emails looks unprofessional…
…And worse, they think email marketing just doesn’t work for some companies.
But it’s time we bust these myths wide open.
If you change the way you view AND use email marketing, it rocks. And today, I’ll tell you all about it.
Think Of Email Marketing Like This…
No matter what business you’re in, you need leads.
And then, you need to nurture those leads so you can turn them into sales and happy customers.
Now think about it…
What are emails?
What are email broadcasts to subscribers?
That’s lead nurturing.
Here’s Where Most Email Marketing Goes Wrong
Most people get started with email marketing for their business, and they go about it wrong.
They’ll add a sign-up form on their site that says something like “get updates from our company.”
And sure, they’ll get some signups.
Who cares about news about your company?
People want solutions to their problems.
They don’t care about you.
And once you realize that, you can send out the RIGHT type of content that pulls the RIGHT people into your email marketing funnel.
How Can Email Marketing Be Done Right?
Emails are leads.
Follow-up emails nurture those leads.
It’s that simple.
In your business, if you don’t view your email marketing like this, your results will suffer.
Now let’s look at an example:
Let’s say you’re selling medical devices to doctors. You could promise that doctor updates from your company…
…Or you could give them a 7-page medical device buying guide that helps them choose the right medical device for their business.
Now take a guess… which example would help a medical device company attract the RIGHT people into the funnel?
The latter obviously.
And then once those people are in the funnel, it’s their job to nurture those leads.
How do you do that?
You’d send content tailored towards your target customer’s problems. You’d tell stories that connect with your leads, and position your products as solutions to their problems.
It’s a great strategy, and it works.
But still Derek, Email Sign Up Forms Look “Snake Oily”
Here’s the deal:
You need to know your target audience.
But how can agencies and large companies use lead generation without seeming spammy, aggressive, and desperate?
Again… You need to know your audience and your market.
How to Use Lead Generation the Right Way
Here’s an example:
If you’re an agency, and you work with Fortune 500 companies, “just emails” won’t cut it. You’ll need more information. You’ll need names, emails, phone numbers, and more.
You’ll also know that you need several people in each company to sign-off before hiring you.
What does that mean to you?
You’ll know that the person doing the bulk of the research isn’t the decision maker.
So what can you do to get the sale?
Help the researcher gather the research they need.
Or better, provide them with that research. Offer a PDF document that outlines your entire company, and why your company is the perfect choice.
You can provide data, statistics, previous clients, talking points, and more.
And what happens when a researcher stumbles on that?
They’ll be PUMPED. Their work is now DONE-FOR-THEM.
They’ll just enter their information, get that PDF, read it, and move on to the next company.
And since you gathered the lead (name, email, phone, etc), you’ll be able to follow-up and see where you stand in their buying process.
The Bottom Line
You don’t need to be pushy.
You don’t need to be salesy.
When you’re working with a website, it’s about gathering leads, and nurturing leads.
And if you’re always thinking about your target audience, and offering them exactly what they want, they’ll thank you for it.
About the Author: Derek Halpern runs marketing at DIYthemes, and founder of Social Triggers. To get more tips on list building, sign up to his list here. He also runs the web tv show Social Triggers TV where you can learn how to be confident, persuasive, and more.
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