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.
Quick Concepts from Today’s Episode:
Building a database is the number one most important part of marketing your business
You OWN your database, it’s not a social media platform, it’s truly yours
Email pop-ups from content marketing is the most compliant and successful way to build your database
Have you ever provided your email address to register for a webinar or to get content? That’s how we build databases
It’s important to provide valuable information to someone in order for someone to provide their email
It’s not who has the longest content, but who has the most valuable
If you understand what people value, they will give you your email address for that content
Actionable, short-form items tend to be successful. Potential clients can opt-in with their email address, download the checklist, and take an action
If your viewer doesn’t like what they get with the “lead-in”, they will unsubscribe
“Join my newsletter” isn’t enough anymore, you need to give people more
Building a database can reap exponential rewards for your business
Make sure you have proof that a person “opted in” to your database
For each of your websites, have an email sign up to help build my database
Many plugins will give you a pop-up window to ask for client emails
Your website is the equivalent of a “front door”. Your landing page is how you say “hello”.
Use your homepage to provide content that people can download by giving their email address
If you have people opting into your database, make sure they can also opt-out of it
Sending an email from “gmail” is not the same as an Email Service Provider (ESP).
Using these types of programs are built so emails can be compliant.
When using an ESP, you pay based on the number of contacts
LinkedIn can also be a tool for list building – just because you have their LinkedIn does not mean you can mass email someone
Have a conversation with a LinkedIn contact and ask for permission to email them, or come to your website and opt-in
Cold email without an “opt-in” can hurt your business
Nurturing your database starts with being compliant
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 +