Marketing: Email Marketing – Building Your Database

with Pamela Muldoon

Anne and Pamela continue their Content Marketing series, discussing the importance of email databases and building lists to distribute content. Find out the importance of providing valuable deliverables and content to your audience and how it can help grow your business.



Takeaways

Quick Concepts from Today’s Episode:

  1. Building a database is the number one most important part of marketing your business

  2. You OWN your database, it’s not a social media platform, it’s truly yours

  3. Email pop-ups from content marketing is the most compliant and successful way to build your database

  4. Have you ever provided your email address to register for a webinar or to get content? That’s how we build databases

  5. It’s important to provide valuable information to someone in order for someone to provide their email

  6. It’s not who has the longest content, but who has the most valuable

  7. If you understand what people value, they will give you your email address for that content

  8. Actionable, short-form items tend to be successful. Potential clients can opt-in with their email address, download the checklist, and take an action

  9. If your viewer doesn’t like what they get with the “lead-in”, they will unsubscribe

  10. “Join my newsletter” isn’t enough anymore, you need to give people more

  11. Building a database can reap exponential rewards for your business

  12. Make sure you have proof that a person “opted in” to your database

  13. For each of your websites, have an email sign up to help build my database

  14. Many plugins will give you a pop-up window to ask for client emails

  15. Your website is the equivalent of a “front door”. Your landing page is how you say “hello”.

  16. Use your homepage to provide content that people can download by giving their email address

  17. If you have people opting into your database, make sure they can also opt-out of it

  18. Sending an email from “gmail” is not the same as an Email Service Provider (ESP).

  19. Using these types of programs are built so emails can be compliant.

  20. When using an ESP, you pay based on the number of contacts

  21. LinkedIn can also be a tool for list building – just because you have their LinkedIn does not mean you can mass email someone

  22. Have a conversation with a LinkedIn contact and ask for permission to email them, or come to your website and opt-in

  23. Cold email without an “opt-in” can hurt your business

  24. Nurturing your database starts with being compliant

  25. Buying a list can also be done, but make sure you verify the validity of this list


Referenced in this Episode

Direct links to things we brought up +


Visit Pamela’s Website
See how Anne compiles her lists with email popups on VOPeeps.com, VOBoss.com, and AnneGanguzza.com
Get a compliant list that is never resold by purchasing a VO BOSS Blast
Recorded on ipDTL.com
Badass Editing by Carl Bahner

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, and I’m here with my special guest cohost, the most amazing Pamela Muldoon. Hey Pamela. How are you?

Pamela: Hey! Hi Anne. I’m fantastic. How are you doing?

Anne: I’m doing, I’m doing great. You know, Pamela, we’ve gotten such great feedback on our content marketing series. And I want to say thank you so much, first of all, for spending so much of your time and really, really enlightening us all on content marketing. My next question to you is, we’ve got two episodes on what content marketing is. We talked about our buyer persona. We talked about the buyer journey. So now my question is, now that we’ve developed content, how can we communicate with the people who are looking at our content? Can we, how can we create a database of people that we can than market to?

Pamela: Yeah. Holding a database is A, number one, the most important part of marketing for your business. I believe that, as do many folks in marketing. Your database is what you own. It’s not a rented platform, right, like any of the social media spaces, and it’s truly yours. But it does come with some responsibilities and expectations. So yeah, let’s talk about list building today and building your database.

Anne: For sure.

Pamela: [laughs]

Anne: Well, I’ll start with saying that, you know, I’ve been hosting websites with content for years now, originally starting off with VO Peeps as well as, you know, then going into this VO BOSS podcast as well as my own Anne Ganguzza, and I’ve been developing content for each of those platforms, and my intent is to continue to increase my community. So for each of the websites that I’ve created, I’m able to have an email pop up for people, anybody that wants to opt in to find out more about my events or more about what I do.

Pamela: Yes, yes. Yeah, so you’re basically building lead, you know, it’s a lead magnet or lead nurture is some of the words that you might, if you’re Googling marketing blogs, or kind of you know reading up on this, it’s the most successful, the most compliant way to actually build your database, because it’s pull marketing. You’re not pushing out something and hoping somebody responds. You’re pulling them in with who and what and all of the great content you provide. Right? So you know coming off of our content marketing series, this is a great kind of first next step, right, is how do you use content to actually build your database. And that’s where having solid lead magnets. What I encourage folks to do is to just think about themselves. Like if you’re listening right now, think about yourself as a consumer. And this is kind of a rhetorical question, [laughs] but have you ever provided your email address to download a checklist? Have you ever provided your email address to register for a webinar, like you mentioned, Anne? Right?

Anne: Many times.

Pamela: Have you ever provided your email [laughs] Yes, many times. Usually the best teachers are the best students. I’ve opted into a lot of things, let me tell you.

Anne: I did, that’s how I learned.

Pamela: Yes.

Anne: I opted into everything.

Pamela: Yes, and I consider, and kind of to attack that into how does this work with content, here’s the thing. It’s not he or she who has the longest piece of content to opt into, it’s the most valuable. So I consider my email –

Anne: Great point.

Pamela: – like a $5 or $10 bill. That’s how I look at it, right, and I want to ask myself before I opt in, based on how this is message, based on the brand, based on the personal brand, based on all of these subconscious things floating around in our brains, is this $5, ie my email address, is the content worth the value? Right? And I want people to just kind of think about that, because a lot of times we get frustrated with this trying to build a database. But the more value you put out, and if you expect opt in, you have to provide real value to that person, which goes back to the persona, right, like if you really understand what they value, you can create something that it’s like “here, take my email address. Take it.” [laughs]

Anne: “You can have it. You can have” – well, I’m sure that people can relate to somehow getting emails in their inbox that they really did not ask for. So I think it’s super important that, you know, when you’re providing your email, that you have value and you see the value in providing that email address, and then just the same way in return that if you’re going to request an email from someone, that you must provide something of value to them, otherwise you’re not generating a good relationship. That’s for sure.

Pamela: Right, and it’s that qualified lead versus just another name in your database. Right?

Anne: Oh yeah, qualified leads I would say are super important, right?

Pamela: Yes, they are what we all hope and pray for.

Anne: They’re not just opting in for that free iPad, which really has nothing to do with, you know, what you do for voiceover.

Pamela: Yes, thank goodness some of those techniques have gone to the wayside.

Anne: Gosh, remember that? It used to be, win a free iPad, you know, and it used to just be, get on the list.

Pamela: It was great for Apple.

Anne: Really, exactly. It doesn’t do much for me, but I remember those, back in the early days of social media, it used to be all the thing, we’ll offer something of value to people. But that value point has to be something that’s related to your industry, I would hope, and your business.

Pamela: Yeah, and that’s why some of the most successful forms of lead magnet are checklists, or actionable short form items tend to actually be, as a rule of thumb – there’s always exceptions of course, tend to be very successful because I can opt in, download and I can read it quickly, and if it’s actionable, I can do something with what I just read or experienced. Right? And that tends to be most successful and how you tend to gain loyalty to your brand. We’ll continue in our decision around email some of the ways to continue the conversation using this powerful form of marketing distribution. If they’ve not liked what they got with the lead in, they may unsubscribe later, and we don’t want that.

Anne: Oh yeah. And I’m going to say, since I brought up websites, right, that’s one mechanism of getting people in databases. Just as the tech girl that I always love to be here, I’ll say that depending on the platform of your website, I happen to use both WordPress and Wix websites, there are, for example WordPress, you have a plug-in. There’s many logins that will give you a pop-up window that will ask for people’s address, and I think we’re going to get into also compliance, and disclaimers, and policies that you would put in order to receive somebody’s email address. That you promise not to sell or whatever it is, whatever your policy is for that. But technically speaking, for every website platform, there typically will be a plug-in or some sort of feature that will allow you to collect email addresses while people are browsing your website. I’m just going to say for Wix, there’s something that’s built into Wix, and for WordPress there’s multiple plug-ins that will help you to create, you know, pop-up windows that will have people opt in. Or maybe it’s even just a form that you have people fill out, and then they become part of the database, but I think the message in terms of what you say and what you’re providing as a return for that email address is very important that you have that written out.

Pamela: Yeah. And I think you might get a common question, can I just have them opt into my database? The question is yes, but you’ll have more success if they opt in to receive something to get into your database. Right? So yeah, and those receive something elements can be varied. You know, some cases register for a webinar, to you know join my newsletter is a very common one, but then again we all live in a world where join my newsletter is what everyone said from like 2000, 2000 to 2010 and 2011 I think. Now it’s, you know, up the ante a little bit.

Anne: For me, back in the day, right, when I started VO Peeps, I remember very clearly, because I was, you know, just kind of new to the industry, and I was like well, okay, what do I even say? I knew I needed to create content because I wanted to get people, you know, involved. You know, I wanted to network with other people, and this was even before the concept of VO Peeps came about, but I thought well okay, what can I do? Well, I can create a group, and then, I can, I don’t know, I can offer educational things in that group. And so that became a mechanism long ago like almost – I think VO Peeps is like 12 years old now back in the day, to hey, if you want to find out about the next upcoming events, feel free t