There are tons of challenges and freebies out there to help you “grow your list by thousands in just 30 days!” And this intrigues people because they’re sooo excited about having this huge list.
We’ve all heard, the money is in the list…so naturally you just need a list!!! Riiiight? Uh, no.
The reality is that having a list is NOT where it’s at. Yep…I just said that.
Where is it at then??
Having a community of people who want exactly what you’re selling and a system in place to nurture those relationships, ask for the sale and stay in touch. THAT’s where it’s at.
So what does it take to get this relationship?
An automated funnel that leads from your lead magnet to your core offer and is based around content, value and a relationship. That my friends is email marketing.
Don’t correlate “funnel” with lack of personal touch or something salesy and icky though. I want you to think of it instead as a way for you to build a relationship and share your core content with everyone in a uniform manner.
Automation is what will allow you to reach more people with less effort so you can focus on content and nurturing relationships.
Let’s break email marketing down into 6 phases..
Phase 1: The Lead Magnet
It all starts with your lead magnet (freebie, opt in…whatever you call it!). If you’re off here, you’re going to notice issues when it comes to getting your audience to opt in, the engagement of your audience once they do and ultimately in lackluster sales when you pitch.
Your lead magnet needs to be a marriage of exactly what your ideal clients need (based on their pain points) and what they want.
They may need help communicating with their spouse but they’re more likely to opt in to something promising them hot sex. Same couple…but what they want and need are two different things…and if you angle your business correctly, you can solve what they want and what they need by still appealing to just their wants.
If your business solves the issue of relieving stress and helping moms be more balanced, you may think about creating a lead magnet that is something like, “15 Ways To Reduce Stress In Just 5 Minutes A Day”.
I want to encourage you to dig deeper than this though.
While some may opt in to the above freebie, it needs to be more specific to the core pain and to the audience…the thing that is keeping them up at night.
A more specific example would be, “5 (Manageable) Ways To Get 10 Minutes Alone…Even When You Have Multiple Toddlers”.
Do you see the difference? They could be targeted at the same audience but when you get specific with your wording and use terms your ideal client relates to and longs for…you’re more likely to attract just the right people to your mailing list.
Phase 2: The Landing Page
Your landing page is a page that offers your lead magnet and invites the visitor to sign up. These can be simple or very detailed.
As long as you’re getting between a 20%-40% opt in rate, it’s doing it’s job. If your opt in rate is lower than 20%, consider changing the name of your opt in or tweaking the layout/design of your landing page.
Phase 3: The Thank You Page
Its not the end of the world if you don’t have a thank you page or just use something generic that comes with your landing page.
Since you’re going for full funnel effectiveness though…let’s maximize this space too!
The 3 functions of a Thank You Page:
- Thank your new subscriber for signing up
- Direct them to their email (and/or to immediately deliver the download)
- To take the relationship 1 step further, aka inviting them to build a deeper relationship with you in your Facebook group
Phase 4: Automated Email Series
This is typically where people think of the word “funnel”. But in reality, each of these phases are just as important as the actual emails you send after someone subscribes to your list.
Your automated email series is the time to deliver your lead magnet, establish yourself as an authority, provide more value related to the original lead magnet and give your new subscriber the option to have their even bigger problems solved with your paid offerings.
You will need an email provider that allows you to automate your emails. The free version of MailChimp for example won’t allow you to do that.
Phase 5: Regular Communication
Staying in touch with their audience, is hands down where I see most people fall short when it comes to email marketing.
Not you though…you’re going to put a plan in place so you don’t spend time creating an amazing lead magnet, linking all the pieces together and building a mailing list of your ideal clients…only to then ignore them for 6 months.
Here are a few tips for getting your plan in place:
- Decide how often you’re going to email your list and be realistic. If 2x a month is do-able…then do it and don’t feel guilty.
- Create an outline of what each email will include. Do you want to feature content from your Facebook group or blog? Share a tip? Invite them to jump on a call with you? Share a story they can only hear when they’re on your email list?
- Set time aside each month (or week) to communicate with your list. Make this a priority. Seriously, it’s as important as following up with a hot lead.
Phase 6: Traffic
Once everything else is in place and working effectively…you test it with traffic.
Don’t miss that I said “test it” in that last sentence. Before you start running Facebook ads, unless money just isn’t an issue, share your lead magnet organically and make sure that the conversion is somewhere between 20%-40%.
Other ways you can increase traffic include:
- Posting your lead magnet with a few catchy sentences on promo threads
- Placing a link to your lead magnet on your social media accounts
- Offering your lead magnet as a free gift when people join your group
- Driving paid traffic to your lead magnet (ads)
There you have it. The 6 phases of email marketing…and the real components of a solid funnel.
There is sooo much more we could go into on each of these phases but my goal is to paint a picture with actionable information that doesn’t leave you feeling overwhelmed.
“Start basic and get fancy later”…is a phrase I’ve heard my mentor Amy Porterfield say…and it is so true when it comes to marketing your business!
Comments or Questions?! Post below and let me know!
If you’re loving this content and want to get more…come over to my Facebook Community, Marketing Your Business Mastermind. Each week I share content like this and then break it down still further into more detailed and action oriented content.