Every entrepreneur knows step one. Direct traffic to their product or service and generated a lead out of this traffic.
The next step is to close the deal. Most entrepreneurs approach this by creating a sales page.
If the leads buy-in, then great. If not, it's on to the next lead or an alternative offer. No follow-up. No retargeting. Just money left on the table.
So, today I want to help you can create a system that follows up with your prospects on autopilot. It helps gain the respect and trust of your leads.
But as importantly, converts these prospects into paying clients.
This system is built on email.
In a world dominated by social media and mobile, email marketing is often an afterthought. An old fashioned approach with little substance.
Some would even argue that email is dead. In fact, the email is dead argument has floated around for some time now. And yet, the facts disprove such arguments.
Email marketing is very much alive. Combined with a solid and reputable content approach, some argue the advent of social media and mobile has made email stronger than ever.
Just look around you on your next commuter train journey to or from work. What do you notice?
Most people are on the mobiles. Consuming content at an ever increasing rate, whether it be articles, video or emails.
Your emails are just a click away from being read and your audience is waiting for you.
Anothuer thing. Social media is great and all but have you ever noticed how “free” services are are rarely free.
Take Facebook for example. Noticed how the reach of your page posts are so low?
Well, that's because Facebook wants you to pay $5 to boost your post. Then, they'll put your content in front of your audience.
Seems strange doesn't it?
You spend all that time and money building an audience through Facebook marketing. Then, you're told to fork up again. Just to engage with your audience.
Now, imagine if you had a list of 1,000 leads and wrote one update per day. By the end of the month, you would have written approximately 22 posts and paid $5 per post to boost it. That amounts to $110 per month.
Meanwhile, an email marketer would pay $0-20 to their email autoresponder. That is, based on a list of 1,000 prospects.
A final reason why email still works is this. It takes your business conversation to a more personal location…
Experienced marketers understand the importance of a direct line of communication to close sales. Meaning, email is still relevant.
That's not to say there are not competitors, but email is still the #1.
Some of you might know of Ryan Deiss. He is the co-founder Idea Incubator LP and CEO of DigitalMarketer.com. In the 3-years from 2012-14, Ryan and his team have:
So, you could say, the man knows his stuff when it comes to master sales conversions online.
When it comes to email, he advocates a 5-step approach.
Once someone joins your list, you must first enlighten them. Let them know who you are and what your organization stands for.
You should also outline what they can expect in term of content and frequency, now that they are on your list.
The indoctrination series can be as short as one email but, Ryan has found the optimal length to be 2-3 days.
During this phase, you turn prospects into clients by making offers.
By now, you have provided value with your win-win proposition and the delivery of free value.
You have gained trust too through your honesty during the indoctrination series.
Now, you are in a position to make them offers. But, be sure to do so while continuing to offer value.
Your offers or call to actions come AFTER you provide value.
According to Deiss, this is where the big money is made.
The easiest way for any business to increase profits is to sell more to existing clients. Whereas, most business focus their efforts on acquiring new clients.
For every offer you make, there is a percentage of buyers who would be willing to buy more.
So, the ascension series looks to capture this opportunity to increase your ROI.
Some people on your list will go through your engagement and ascension series. Others will decide against taking you up on your offer.
That's completely fine.
Deiss suggests changing your offer until you find what they are looking for. Track the development and you are "segmenting" your original list.
Creating sublists that are more targeted, making conversions easier at a later date.
Over time, when you have a new product or service to promote, you’ll know which segments to target. All based on the behavior of these past actions.
A percentage of your prospects will not not opening or click your emails.
That's okay, but ignoring them could prove costly. It can harm the deliverability of your email. This in turn raises the risks of your email ending in the spam folder.
A re-engagement series reaches out to these prospects. It acknowledges their lack of activity, then encourages action.
For example, you might encourage them to opt-in again to receive a months free trial to a service you offer.
Or, you might announce that unless they instruct otherwise, you will be removing them from your list.
The reason being you don’t want to be bothering them with content they have lost interest in.
So, it's over to you to develop your autoresponder series. The only thing I would warn is to stay true to your voice.
Deiss is an analytics man and his approach in business are strictly based on numbers. Cost per lead, cost per conversion, lifetime value per client.
Being a former analyst, I can resonate with the importance of these business metrics.
However, one also has to remember that your prospects are not just statistics. They are real people, with real problems seeking real solutions.
So, at all times have their best interests at heart. Trying to sell 10 courses, 10 weeks in a row to a startup entrepreneur, for example, is irresponsible.
In fact, it is downright ugly because you are doing the opposite of what you should be doing.
You are no longer advancing the dreams and aspirations of your prospects. Rather, by taking money out of the pocket, you are moving them one step backwards.
Instead, engage with your list. Provide them with value through excellent content. Once they are financially ready, sell them the products the need to succeed.
In essence, become your prospects trusted advisor.
James is a digital marketing consultant and online business strategist. He helps coaches, consultants, and solo professionals market their business online so they establish authority positioning and predictably generate 5-20 high-ticket, new clients every month.