Updated: Nov 28, 2020
What if your business could show up in the inboxes of potential customers, build trust with them, and turn them into a client or customer without you ever having to pick up the phone? It's totally possible, here's how. Growing an email list is less intimidating than you think, I promise. Most business owners think they need to get to a certain place in their business before they can start growing an email list, but it's the exact opposite. Your email list needs to be established before you need it. This will serve as your funnel. You may have heard of a "sales funnel" or "sales process" this refers to the buying process that companies lead customers through when purchasing products or booking a service. This is how you find, qualify, and sell your product or service to new potential leads. You want as many new people in your funnel as possible so that you can start developing those relationships to one day gain them as a client or customer.
So how do we even make this happen? We start with a lead generator. We've all seen this before, it's a little pop up that offers you something of value in exchange for your name and email. You may have noticed mine on this page. At the time I'm writing this blog post my current lead generator says, "Top 5 Features Your Website Could Be Missing". I strategically chose to offer up a few secrets to my web design process because my main goal is to connect with more business owners who need a web designer. Think about your business and what you want most and base your lead generator on attracting someone whose looking for that.
Here's an example of a lead generator I built for a client to give you some inspiration. One of my clients breeds bernedoodles so their lead generator says, "Unlock: 5 Tips For Success For You And Your New Puppy". The automated email their audience receives when they type in their information is all about setting expectations, prepping the family and their house for a new puppy, it includes a puppy shopping list, as well as questions to keep in mind when they meet with the breeder and a few other resources. This starts educating their audience before they even talk with them one on one! Lead generators aren't just about closing a sale, the best lead generators start with educating or providing a free resource they can utilize. This starts building trust right away, making it even easier to close when the time comes.
Another example from one of my clients who has a non profit based in Sierra Leone, West Africa, an orphanage whose #1 supporters are based here in the US. Their lead generator says, "Don't Miss Out: Get Updates on travel, our team, and how to get involved." Once their audience subscribes they receive an email explaining what to expect in future emails, a link to their blog, information on becoming a supporter of their organization, and a link to a blog post all about what it's like to travel to their center. This email is a great resource for new supporters to learn how to get more information and get involved. I send out weekly email campaigns for them highlighting weekly blog posts, so setting expectations in that first email is really important so they know they'll be receiving an email each week.
These are just a few ideas of what to include in your lead generator! If you'd like to brainstorm this more, I'm happy to offer a consulting call to brainstorm what your lead generator could be as well as what the process is to set it up! Look forward to connecting soon ;)