List Building That Works
In this post we will go through how important list building is and how to make it work for you. You can get more about building your list and emailing out to that list in our email marketing page.
Building a list has evolved over time.
There was a time when you could just say “Subscribe to my Newsletter” and people would do it. In those days, receiving email was considered “special”.
As email increased, people started to become more “choosy” where and with whom they shared their email address. The idea that was actioned was to give them something for sharing their email and allow you to contact them.
The “free gift” started with Free Ebook. Again, this was cool then and everyone started giving away ebooks. For this reason, ebooks are not such a novelty any more.
The value of the giveaway got bigger. If it was an ebook, it had to be high quality and great value. There were all kinds of things that started showing up – Videos, courses, challenges and much more!
It’s not all about the “size” of the giveaway is not the most important thing. Because there is so much information available today, many courses, videos and challenges can be lost in the sea of information out there.
Bigger is NOT necessarily BETTER!!!
Things have evolved again.
WHY is List Building Important?
Having an email list is about much more than future monetization plans. It is also a great way to build your blog traffic.
Building a list gives you the opportunity to stay in contact with people who are interested in your products and services. The list is an ASSET and it’s one that you need to exploit and grow to ensure your success.
If you don’t build a list, you’re living in “hope” that people visit your site and keep returning. Sure, you could have great SEO and repeat visitors, but can you continuously impact those people? They buy something you promote on your blog on impulse, but to get repeat sales, it’s important to build up trust and a relationship that lasts. That is where your email list comes into play.
But, A List Isn’t Just A List…
An email list is a collection of people. Genuine people who have shown an interest in your product and have shared their email address and given you permission to email them.
Because we humans generally have more than one interest, having those people on your list gives you the chance to find out exactly what they are interested in.
In short, every person who visits your blog or social media profiles have more than one single interest and each person individually may have a different reason to be there.
For example, if someone visits us here at IM training Paradise, they could be looking for one thing to master, or expanding their horizons. They may be:
- Looking to incorporate affiliate marketing into their business
- Looking for ways to build an effective email marketing strategy
- Looking for ways to develop video marketing in their business
- Looking for great tips and strategies for social media marketing
These people could come from differing skill sets. We cater initially for those looking to start up, or those with less experience looking to improve those skill sets. There is also a need to cater for those more experienced and that will be developed.
The email list you build gives you the opportunity to communicate these changes and improvements to your products and offers. The ability to communicate is vital, so I hope you’re getting the reason to build your own list.
List Building and The Lead Magnet
Every business needs leads. As you now, a “lead” is a potential customer.
A lead magnet is something that is used to entice a new lead. They are “drawn in” much the same as metal is to a magnet. This works because it’s relevant to what the person is looking for and they are curious enough to find out what it is you’re offering.
Your prospect is looking for something and they have certain interests. You need to offer your own lead magnet to be attractive to the prospect who is interested in what you are offering. It is designed to draw them in. But, to get it, they have to provide their email address. Hence the term lead magnet.
Enter the world of the Giveaway.
Remember, more isn’t always better. In fact, in many cases, less is better.
The size of the lead magnet offer isn’t the important thing, but the attractiveness and relevance to the prospect IS!!It isn’t the size of the lead magnet which makes it work.
The important thing is what makes a person WANT a lead magnet offer. It could be:
- Can it solve an immediate problem I have?
- Does it attract my curiosity?
- Will it help me reach my goal quicker?
- Will it help me save time and effort?
- Will it immediately fulfil a need I currently have?
Wherever you place your offer, ie on Facebook, in an email, in a tweet, blog etc, when someone sees it and they believe it will be useful for them to solve their problem, they will be attracted to it. That person leaves their details and become a lead. The lead magnet works!
The ideal lead magnet will attract the right person to your offer, A person who fits snugly into your target market. It’s important you create “specific” lead magnets because they usually work best than a more generic one.
So that leads to another question – which is best?
Multiple Lead Magnets Vs. One Lead Magnet
If you have a blog, which, although you don’t always need one, is something you really should have, you can take advantage of using multiple lead magnets.
Most bloggers who have lead magnets to entice an email opt-in still only have just ONE. That one is posted all over the site and they hope it will work.
They usually put that one lead magnet in the blog sidebar and is seen on every post and page where the sidebar sits. That means everyone is seen to have the SAME interest and so its conversions are poor.
Because visitors to the blog will have differing interests, even if that interest has SOME relevance to your subject matter. Your blog should have different categories, and these could give you opportunities to get even MORE targeted. Driving down on your subject matter and offering relevant lead magnets to those categories will therefore attract more people.
Because of this, relying on just one offer is not a good idea. Building your list nowadays is more reliant on segregation of interests, even within the same overall niche. Check out the section on segregation on the email marketing page.
So, start using Multiple Lead Magnets to build up your list.
Each lead magnet is designed to draw in prospects with particular interests or problems.
It also tells you something about that person straight away. When someone opts in from a certain offer, you can assume they are interested in that type of offer.
This also helps you to segment your email list.
How Do You Position Multiple Lead Magnets On Your Blog?
You have the ability to set out multiple lead magnets onto your blog but how do you present them? Most people are used to seeing the email sign up form in a blog’s sidebar. Because that sidebar is universal to the whole blog, it’s not the best place to have multiple lead magnets.
Where do we put them?
We need to put them in context.
Each magnet you present needs to be most relevant to the content in the post. This attractive offer is in context with what the person is looking for and the relevance is also evident. It’s the next logical step.
The statistics will help you decide this is a great idea.
The sidebar form generally converts at 1% or less, but the contextual leads will generally convert around 12%. You may get even better conversion when concentrating heavily on relevance and context in your content.
The offer you have inside the post is highly relevant and is presented in a way they are expecting. It’s known as “native advertising” and this is how it works.
This is how Wikipedia defines native advertising…
Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears.
This is all that we are doing. We present our offer inside the content and it matches the form and function of the platform on which it appears. The platform in this case is the blog.
The subject of the content is what they came to see. They are not there to look through your sidebar. In fact, they have NO INTEREST in the sidebar at all!!
One great way to get subscribers without them leaving your blog post is by linking to a “pop up” on which the person fills out the form and can then go back to the blog post and continue reading. You can do this by using a plugin for Wordpress. Check out the video below on how to do this…
Don’t lose focus on what we are doing with this kind of strategy…
- We present the lead magnet most relevant to the content on that page.
- We present the lead magnet in a native way to the page and in context of what the reader is consuming.
Applying these two rules, the ideal place for a lead magnet is native to the post content. You will place it INSIDE THE CONTENT, and it will be very relevant to the content and interests of the person reading the blog post. The more relevant it is, the more attractive the lead magnet.
Whenever you write a blog post, you have an opportunity to place a highly relevant lead magnet. You can update and upgrade previous blog posts to do the same thing and even provide UNIQUE lead magnets for each post. However, this is not required, even though it works well. The best thing to do is have a list of lead magnets linked to relevant lists in your email autoresponder. If these lead magnets are relevant to your content, then place those from your list of great lead magnet offers. If you have content that needs a new one, this will help you grow you list of magnetic offers and you have even more opportunity.
There is more to discover to help you set up your email list. Check out the Email Marketing page.
There is also a great course on list building we recommend that you can check out here.