Put Your Money Where Your List Is

Author
Elke Farnworth
Date
August 14, 2020
Category

List building, it's like flossing- you know it's right for you, but you don't always feel like doing it. 

It doesn't matter if you're selling properties or plants; an email list is an important element of a successful marketing strategy. With that list, you can share your story, promote offers, showcase your products, all while turning subscribers into long-lasting customers. If you don't have a list, you're listless.

On average, a customer needs six to eight touch-points before converting to a qualified lead or purchasing the product. That's where list building comes into play. It's about getting people to know your product or service, trust you and eventually buy from you. But it's not about accumulating as many as you can, and then bombarding them with the as many sales messages as possible until they eventually convert.

One way to look at it is that you're the wingman for your brand. As a wingman, it is your duty to help guide them in matching the product or service with the best suited person. You're there to make sure they're looking their best upon first impression, not only with presentation but also through their messaging and what they're offering.

PRESENTATION IS EVERYTHING

The first thing to consider is to develop a good looking website or landing page that catches the potential buyers attention and entices them so much they hand over their phone number and email. The more people who sign up to your list, the more chances you have of making sales.

Note, the average person does not spend more than three to six seconds on a website that isn't easy on the eyes, or doesn't offer what they want. 

While an eye-catching presentation can instantly boost your opt-in rates, the copywriting aspect and the benefits forthcoming come with subscribers. There are no hard and fast rules. The only way to know what works is to test, test and test or get us to do it for you. 

It's essential not to get ahead of yourself and ask for their name and number too soon. Many websites don't convert well simply because they don't have opt-in forms placed in strategic and easy-to-use locations. They are far too conservative in where they place their opt-in forms - worse yet, some don't have them at all! To strike a balance that promotes harmony between the user experience and your business's database goals, place opt-in forms in four high-converting locations. 

A good website does three things: it attracts the right person, guides them to the main services or product on offer and gets their contact details for an ongoing future relationship. 

BUILD A HEALTHY RELATIONSHIP

Building rapport and good relationships with your lists are necessary to secure a profitable business in the long run. Getting the trust of your prospects is high priority. 

Many businesses get too excited and hard-sell their products immediately when someone subscribes; this is not a good idea. A single one-time-offer could be a fruitful idea after they opt-in. But, it has to end there, at least until you've given them enough valuable content and information to build trust and credibility. 

Depending on your product or service, having more options may increase engagement. However, as I've mentioned in previous journals, we're an indecisive bunch, and if there are too many options, people won't bother. You can apply this to email marketing by following one rule of thumb. That one email should have one desirable outcome, view blog post, see our new feature, hear about this update).

If you're asking for multiple things, you are asking for zero things, because multiple choices often cause people to take no action.

MAKE THEM FEEL SPECIAL

Most people hate being sold to. But there's a way to make your subscribers love you despite promoting to them: 

Give them 'exclusive' discounts or coupons they can use on your products. If in context with your product or service, offering a one-off discount, coupon, not only makes them feel special but adds urgency. 

The aim of the game is to satisfy your customers to the best of your abilities. If you do that, they will come back for more, because they know you're looking after their best interest.

A good rep will drive in more traffic and customers, as your clients will spread good word about you or your products, and most likely recommend you as a quality service or product. 

Treat your customers well, and they will, in turn, treat you well.


TAKE THE RELATIONSHIP TO THE NEXT STEP

If your little black book is getting thicker, consider investing in a CRM. The modern market is very competitive, with more alternatives surfacing every minute. An advanced client relations management system is the lifeblood of any sales process, and it's employed in many different industries: there are CRMs for real estate and gardeners.  In housing your list, you can place these names of contacts and companies in your CRM system, classify and itemise these contacts. Determine the best way to market to these prospect segments and in turn you will save time, save money, and make money. 

FINAL THOUGHTS 

Being on the market and staying there isn't easy work. With so much competition, it's important to make the most of every asset in your strategy. Investing in your list can ensure you're building a relationship with potential customers and staying top of their mind. 

If you're in the e-commerce game, you will know that customers add items to their cart and fail to check out. If they've opted-in this will trigger an abandoned cart email where more often than not the customer will go back and follow through with their purchase. Not only that, advertisers like us can maximise on your list by creating a look-a-like list to target ads with, essentially doubling your potential customers for the price of one. 

Provided you have optimised your website for subscriptions, and that your popups copy is benefit-oriented, you will amplify the number of subscribers. Email list building isn't an easy feat. It takes time and patience and an aware wingman or advocate. We fancy ourselves as the matchmaker for brands and buyers. We are always connecting people with cool AF brands. Give your brand its moment. 

Lastly, don't miss out on the latest AF news! Our weekly newsletter focuses on advertising insights, trends and what's new at AF. Signup to our newsletter.

Cheers! 

Elke

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