I have been fortunate in learning email marketing from some top marketers such as Jimmy D Brown, Marlon Sanders Jeanette Cates,Ray Edwards,Armand Morin and Connie Ragen Green and following the blogs of hyper communicators such as Chris Brogan, Danny Brown, and Guy Kawasaki.
The one element that I have discovered as common to all of them is the concept of building an ongoing relationship. You can also see it as continuing the conversation. Some use their blogs to communicate and some use both the blogs and email marketing. Few keep the comunication lines open by doing only one thing. Some have an email sending out the posts as they are published.
Small business operators and professional practices often have monthly newsletters to keep the contact up. This is a good idea but can be missed or thought of as out of sight, out of mind. Regular communication with your clients can best be accomplished by mailing on a much regular basis. This need not be cumbersome but can be made simple by using a series of messages that go out on specified dates after the initial visit or contact. You should build a series of messages initially and then add broadcast messages once or twice a week. This can be sequenced to operate so that the messages are mailed on a schedule that you have planned out. For example in the first week you may want to write every other day and then decrease the frequency to every third day and so on. You can also determine what time of the day it is mailed.
Using an email service or autoresponder automates this and gives you valuable information on what your recipients do with the message. For example, do they open it, is the address accurate, do they click on a link in your mail . I use Aweber and have found the service to have a very high deliverability rate. Part of this is due to having used permission-based opt-ins that are confirmed by the recipient initially. All recipients under this system have the right to opt-out of your mailings if they wish at any time under the provisions of the CANSPAM rules.
Plan your schedule and write up a series of messages in your autoresponder and load them into your autoresponder. The service will then send out your messages and you will not need to do this manually. Just set it and forget it. Your initial messages should start by thanking them for their signup and then follow up with valuable content. You should not be trying to put an offer in every email but rather allowing to let them get to know you or your business. You may talk about issues of general interest in your market and then check your open rates to determine which messages are opened the most and revise those that are being ignored. You can test different subject lines. You could use a message to your list that you build up in order to ask them questions or give them free surprises. Example could include such items as an e-course , PDF Report or an ebook on topics that you are being asked every day by new clients and the public at large.
These are just a few ideas on how to mail early and often to grow your business or practice and build a good foundation of trust.
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Power Friending is reviewed by ReadItforme Channel on You Tube:Business Book Summaries
“To find more out about these Business Book Summaries and ReadItFor.Me Channel go to: Polar Unlimited and visit Steve Cunningham.
If you like this idea check out this great offer they have for ReadItFor Me Pro ”
I came across the above video in my daily scans. It is a book trailer on You Tube Channel by ReadItFor.Me, a digital review and book summary site by the Burlington based digital media agency Polar Unlimited for my friend AmberMac and her new book Power Friending: Demystifying Social Media to Grow Your Business
These guys are specialists at Digital marketing and it shows and is instructive to all you internet marketers and authors out there . So why do I think that ? Let’s look at it above, then on their site
1. I can have all my senses stimulated at the same time by watching the cute You Tube Video show in that I see it, I hear the music and the visuals are captivating almost as obviously as Amber Mac and the book.
2. It tells me the story of the book in a scintillating way that is not commercial but very entertaining.
3. It then makes me curious about who has made this and lures me to find out who these characters are. I know Amber Mac and this fantastic book very well. I want to know more about Readitforme and Polar Unlimited
4 When I get to their site it is very well laid out and appealling and the ReadItFor.Me idea is upon the navigation bar.
5. I then look on the right hand side and I am being offered two things of value. The first that catches my eye is a free digital health check, the second is an extension of what drew me in and that is a Free offer for a ReadItFor.Me Pro subscription which has a description of what I will get . Imagine the simplest “Vayniac”* not finding the summary on Crush It! not valuable.
6. I see the Business Summaries slow pitched a little differently right below. I am enticed further into their web by inviting me to subscribe with my email and get on their list, so I can benefit from further conversations about cool topics by interesting guys and gain a chance to win something like a book from one if these authors. They now will talk to me weekly about new books and ideas
7. I see massive social proof in the form of Client Lists and Portfolios. I also see exclusivity in their speaking engagements as they appear only for C-Suite types.
8. I am reinforced more in that they also offer webinars on a regular basis where I can probably get to know them like them and trust them more. I have been given three opportunities three different ways to engage in addition to the Videos.
And on their main page their depth of knowledge, a team with young and older folks, is demonstrated by their own promo video.
These guys have a crystal clear understanding of the conversations that you need to engage in with your customers, your viewers and your market and do so in a digital form.
Are you using these kinds of tools and tactics on your website ?
Are people lured in and fascinated? Ask yourself if you have mastered the 8 items above. Are you capturing visitors and getting them on your list with an opt-in form. Are you using your autoresponder to continue the conversation. I use Aweber as my autoresponder due to their excellent deliverability rates and statistical capabilities. They have excellent customer service and training.
Are you offering an ethical bribe to encourage subscribers to engage with you? Are you using video on your site to have the conversations that will build your relationships? If you are not you are missing some valuable opportunities.
Are you using free web “what” analytics tools to measure activity on your site? Are you capturing the “why” analytics that give you the the Primary Purpose of Visit, The Task Completion rate, and the Voice of the Customer ?
I welcome your comments. Come back and visit and I will outline these steps for you in greater detail here on the blog.
* Vaniac: A devotee to the Crush It! author, and internet cyber-Wine Guy Gary Vaynerchuk.
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