Growing Your Following
Leads become customers who should become become fans - and it all starts with capturing them so you can communicate.
If you aren't retaining the people who engage with your message, you are unnecessarily ignoring the ones who most likely want to do business with you. Aside from leaving a good 80% of potential revenue on the table, failing to capture leads and customers will guarantee the demise of your business.
Yes. It's that serious. Ignoring to implement this marketing pillar will be fatal to your cause. A huge majority of purchases made online are doing so after subsequent encounters with a business. In other words, very few people purchase from you on their first encounter or visit to your website.
A lead capture and automated follow-up system is what makes this critical part of your marketing plan possible. But this is where the "dance" happens. This is how you woo, seduce and court your potential clients, customers and subscribers - which is what makes list building both an art and a science.
Knowing WHAT to say to your leads should be birthed out of your market research. You can't talk to an audience they way they want to be talked to until you know who they are and what they want.
Know HOW to reach them, like most concepts in the Internet Marketing space, will require that you have the right tools and technology.
When you’re starting from a list of zero, it’s easy to feel overwhelmed when you think about how to grow this crowd. This may be due to the fact that many entrepreneurs can't see the long-term payoff for the hard work they need to do now.
Your list is one of the only online assets that you have 100% control over. Having a solid social media presence is absolutely essential, but you’ll always be at the mercy of new and changing algorithms between FaceBook and Google. High, organic search rankings are wonderful, until Google makes changes on a whim.
Using your website, copy, videos, offers and social media messaging to attract visitors and followers, and then enticing them to sign up with you, gives you the ability to contact your audience both spontaneously with a segmented broadcast - and continuously with a well planned auto-responder follow-up system.
The first thing you will need an an auto-responder service provider. These are the folks that maintain and store your mailing list. But they offer so much more. They also provide the lead capture forms you will paste into your website and give you access to the automated followup interface that allows you to pre-create the messages your subscribers will get. These will be sent at the intervals you decide on.
Different services will use varying pricing structure, so be sure to choose the one that best suits your list size and expectations for growth. Some will charge a flat monthly fee based on list size, while others will charge per number of emails sent.
My favorite is Aweber. They are one of the oldest companies in this industry, so they have a solid reputation and high deliver-ability rates; a privilege that comes with experience and a good reputation.
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ABOUT THE AUTHOR
Greg Hughes started experimenting with marketing on the Internet in February of 1996 and has been making a living online since 2001. Greg has helped tens of thousands of small businesses and entrepreneurs create their online presence and assisted them in setting up successful ventures on the web. Some of his clients are the now famous "gurus" you see making tens of thousands of dollars in monthly revenue online.
His expertise in the technical side of Internet Marketing comes from nearly two decades in the web hosting and web design software industry. In 2009, Greg authored the book The Snowball Factor and has subsequently created countless resources, articles, video training courses including the Fanbase Blueprint, The 5 Step Marketing System, Best Kept Secrets of SEO, How to Zero In On A Hungry Audience, How to Create and Sell Digital Products Online and Social Media Blueprint. As the founder of DotComClassroom, Greg provides the resources and training for assisting Internet entrepreneurs with training for creating successful businesses online.
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