Email marketing

Think bigger, bolder, braver ... and turn it into a system.

Much of marketing is about creating systems - systems of communication that are designed to achieve certain outcomes and drive business objectives. At the end of the day, a business itself is just a system that drives revenue and creates profit. I know we all get very passionate and emotional about the difference our businesses make and the people we serve ***you KNOW I’m ALL about THAT***, but essentially it’s a system that makes money. Marketing, therefore is a system within that system that nurtures relationships and drives behaviour that allows the system to produce revenue.

Anyway, with all that out of the way, the point I wanted to make is that for all of the potential ‘touchy-feeliness’ of marketing, creating systems around your messaging, your customer relationships and your promotions is really a very good idea.

Now if you’re starting to feel a bit ‘icky’ about words like ‘system’, ‘messaging’ & ‘customer relationships’, please hang in there. I never, ever endorse or encourage icky, spammy, salesy marketing - it’s just not necessary and it’s certainly not when I’m getting at here. But what I am getting at is that all that good marketing stuff of building community, helping others, being of service, providing value and having an authentic voice can all have it’s beauty and results magnified with a solid system.

Creating solid systems around solid marketing principles means you can;

  1. Scale - systems create efficiencies that allow you to serve many rather than a few

  2. Achieve greater consistency & reliability - key to brand awareness & visibility

  3. Apply a strategy that specifically meets your business goals & objectives

Creating systems is a lot about doing a bit more work up-front so that you can focus more time on tweaking and improving the ways you serve your customers. And that means paying attention to what you want each part of that system to achieve, what you want people to do next, and how you nurture the connection your have with your customers.

So with social media, for example, we try to find ways to stand out, to capture attention, and then, to keep that attention, we have to figure out how to nurture connection. Nurturing connection is about knowing and having the system in place to encourage the next step. That next step might be a visit to your website, or to sign up for a free download, subscribe to your newsletter, register interest in your upcoming workshops or events, or just leave a comment. Whatever it is, we know that whatever we’re asking for, or offering, will help turn that attention into a happy customer.

Think bigger, bolder and braver - getting attention isn’t worth much if you don’t know what to do with it. Figure out what you want to achieve with your marketing & social media activities and how you can serve the people whose attention you’ve earned. Ask yourself what the next step would need to be for that person to trust me enough to become a loyal customer - how can I serve them now, to achieve that later?

 

In the meantime, if you want to pick my brains on any of this, send me an email - andrea@pepperstreetsocial.com, or fill in the contact form on the Work page, or connect with me via one of my social accounts (Facebook & Instagram are my favourites). And, it has to be said, that if you’d like to get to know me better, plus also relax knowing you’re in the loop with our marketing updates, insights and inspiration, subscribe to the Pepper Street Social SNAP right here :)

Thanks for reading and have a great day,

Andrea

How DO you grow your email list then?

In the last blog post, I gave you a bit of a rundown on why email is *still* a critical feature of any decent marketing strategy (if you haven’t read that yet, you can find it here: http://pepperstreetsocial.com/blog/2016/9/13/the-moneys-in-the-list-still). And so, as promised, today I’m going to give you a rundown on ways to grow that list.


Just to recap from the last post, email’s still really important for reasons like it’s personal, the people receiving your emails are warm prospects, you’re in control and you own the list etc., but obviously you have to have a list to use it. Using social media to grow your list is a bit like fishing in the big sea. You go out to where all the fish are, you catch your fill and you bring them home to prepare them … to eat. Ok, probably not a great analogy. We’re not ‘eating’ anyone, ok? But, the point is, we use social media networks because that’s where the people are.

In essence, we’re going to where the people are, this is often social media networks, but might also be conferences and events, collaborations, traditional media etc, and giving them an incentive to sign up for the email list, so we can get to know them better. Once they’re on that list, we nurture that relationship from ‘knowing’ about us, to ‘liking’ and ‘trusting’ us enough to buy a service or product from us. That email communication is then integral to keeping that relationship warm and encouraging repeat business and loyal customers.

And here are some ways you can do that;

  1. Content offers - where you provide free content that adds value to your subscriber’s life by solving a problem they have. It could be in the form of information or education, like a downloadable report or guide, webinars or videos, or it could be a discount or special offer. They exchange their email address in order to receive the offer.

  2. Non-content offers - this is similar to the above, except there’s no immediate content, just the offer of joining the mailing list to receive valuable information on a regular basis. Pepper Street Social SNAP’s sign-up is currently like this.

  3. Short sign-up forms - similar to the above, but you can put these short forms at various points on your website, social networks and other digital products. We use a short sign-up form on our Homepage and at the bottom of every blog post.

  4. Long forms - again, similar to the short forms, but they ask for more information. Information that’s of value to you in qualifying and segmenting your leads, and this value is usually repaid by offering a more highly valued piece of content in return. Long forms can be incorporated into landing pages & pop-ups.

  5. Contact sign-up forms - if you have a contact sign-up form, where you’re inviting people to enter their details so you can contact them, you can also put their email on your list. But to be sure they want to receive emails other than the initial contact, it’s best practice to either include a radio button allowing them to include this option, or ask them to confirm their subscription when you email them.

  6. Set up a Twitter card through the Twitter ad page and you can collect email addresses on that network

  7. Use sign-up forms on LinkedIn

  8. Add a an email sign-up tab to your Facebook page - super easy

  9. Use Facebook ads to target your audience and drive them to a landing page where you can use one of the above methods to offer them something in exchange for signing up to your email list

Whichever methods you use, the idea is to provide value. This is about creating and nurturing relationships, so tricking people to sign up, or not delivering what you say you will, isn’t a great idea. Always be respectful of people’s time, attention, and of course, privacy, and you’ll soon have a long list of loyal customers who look forward to seeing you in their inbox.

In the meantime, if you want to pick my brains on any of this, send me an email - andrea@pepperstreetsocial.com, or fill in the contact form on the Work page, or connect with me via one of my social accounts (Facebook & Instagram are my favourites). And, it has to be said, if you’d like to relax knowing you’re in the loop with our own marketing updates, insights and inspiration, subscribe to our list right here :)

Have a great day,

Andrea

The money's in the list ... still.

Social media marketing is brilliant for reach and targeting, no doubt about it, but email is still the linchpin for building genuine relationships with your customers and clients. And that’s very much STILL the case, which is why email marketing absolutely has got be a permanent and prioritised feature of your marketing plan.

There are lots of reasons that email’s really important in your marketing efforts, but it’s good to also remember that it works best when it’s part of a strategic and purposeful system. That is, I’m not here telling you to forget about your social or content marketing, or that paid ads have no place if you’re rocking your email marketing - they do. It’s the role of email marketing as the linchpin or glue in an overall system that makes it truly awesome.

Did you know that on average, for every $1 spend on email marketing, $38 is generated in return (Content Marketing Institute, 2016)? Not bad, hey? Here are some reasons why that’s the case;

  1. They’re already interested - you have their attention. You have their email address for a reason, either you’ve worked with them before, or they’ve shown their interest by signing up to your list, that’s why it’s so much easier to build that relationship from here.

  2. It’s a personal medium - it feels like you’re talking one-on-one and that the message was sent just for them … or at least it should. And when it does, it’s so much easier, again, to build rapport and relationships.

  3. An inbox is quieter than a social media network - when you’re in someone’s inbox, you’re not competing with a thousand other bells, whistles, people, offers and ads.

  4. You’re not limited to how long for short you want to go - if you have a lot to explain about a more complex product, service, or event, you can provide a lot of value by providing the necessary detail. If, on the other hand, short is more appropriate, that’s fine too.

  5. Email marketing is targeted - when you email your whole list, you already know they’re interested in what you do, but by segmenting that list, you can be even more targeted in your messaging. By changing your messages depending on the needs & interests of each segment, you’re providing more value and becoming more relevant to your people.

  6. Stay top of mind & build brand awareness with each and every email that you know is going to be seen - even if they delete the email, they still had to have seen it, and your company name, and then taken an action.

  7. Email is easy to share with friends - an email jammed with valuable information or a great offer is just the ‘forward’ button away from being seen by a wider audience.

  8. Email marketing is measurable. When you use an ESP (email service provider), they’ll provide you with all sorts of accurate and useful data that will give you excellent insight into your efforts, as well as your audience’s preferences based on their actions - gold.

  9. Email marketing is incredibly cost effective. When you’re starting out with building a list, you can market without any cost, except your time. As your list grows and you require more complex functions to manage it, your ESP will cost more, but because of the reasons listed here, your return on every dollar spent makes it extremely lucrative.

Oh, and one more reason … you own your list and no one can take it away from you. This is really important because it puts you in control. Your social media followers aren’t really yours because if Facebook shut down your page, or ceased to exist (this is not going to happen of course, just an example), you’re left with nothing. Your list is yours. It’s part of your company’s IP, and you’re in complete control of it.

So given you’re now fully sold on the importance of your email list and email marketing, your next question will be how to grow your email list, right? Oh! Glad you asked. This bit’s pretty cool and I have some brilliant ideas for you, especially for using social media to do it … but, I’ve pledged to respect your time and keep my blogs a bit shorter than they used to be, so you’ll have to wait until Thursday. Don’t worry, it’ll be totally worth the wait, I promise.

In the meantime, if you want to pick my brains on any of this, send me an email - andrea@pepperstreetsocial.com, or fill in the contact form on the Work page, or connect with me via one of my social accounts (Facebook & Instagram are my favourites). And, it has to be said, if you’d like to relax knowing you’re in the loop with our latest marketing updates, insights and inspiration, subscribe to our list right here :)

Have a great day,

Andrea