By Angie Dunnigan
Do you have an email subscriber list for your small business? Do you send out emails to your customers on a regular basis? If not, you’re leaving money on the table!
"People aren’t going to buy something just because you say so. They’ll only listen if you can prove you’re a credible source of information. The best way to do this is by building a relationship via email. Therefore building an email list becomes an essential part of your credibility when you use it properly." ~Steve Scott
Where to Start?
The best way to build your email subscriber list is to provide valuable content. Steve Scott calls this a “lead magnet” – “a free (but valuable) piece of content that ethically bribes a person to opt-in to your list.”
Now, a lead magnet only works if it actually gets you leads. In other words, it has to be enticing enough for people to act on it; they have to want to click on your link or download your content.
Creating great content may seem like a tall order. But believe it or not, the most logical place to start is by looking at your current content. Review your website, blog, social media pages, and any other marketing materials you’ve created and find the most popular, commented on, or sought-after topics. Then, begin building your lead magnets around those hot topics.
My Go-To List-Building Ideas
I keep a list of great content types that have worked well for me in the past. I frequently use this as a jumping-off point to get my creative juices flowing. Take a look at my top 10 go-to ideas below and ask yourself how you can shape each of these to get people excited about your business or product:
Cheat sheet/guide, a brief one- or two-page reference piece
Free webinar, a live or pre-recorded seminar
Free template, a standardized file type that customers can use to build their own
Survey results, revealing an interesting new insight or trend
Code to unlock a secret page on your website, revealing special VIP-only-type content
Obviously, all of these content types will not work for your business. It’s just a matter of finding what works for you and your customers. As you create your lead magnet, Steve Scott recommends asking yourself these questions:
Does it solve a major problem?
Is it valuable?
Does it relate to my site?
Is it sexy?
Do you offer something unique?
Does it deliver?
However, there is one caveat, as he points out: Remember that you’re not promoting your website. Rather, “you’re telling people about a free piece of information that can help improve their lives.”
Once you have your lead magnets ready, I recommend using a tool that guides you through creating customizable landing pages tailored to the type of content you’re offering. Try Leadpages or Click Funnels.
Now, go forth and build your list! And don’t forget to come back here and tell me which types of content/lead magnets have worked for you!