So, you’re well on your way to creating your brand and you’re ready to attract subscribers. Or maybe you’re looking to expand. Whatever stage you’re at, congrats! Building up a targeted audience of email subscribers is one of the best online marketing strategies you can choose. Unfortunately, it’s not always that easy to have someone hand over their email address to you. In our digital age, giving out your email is like giving out the key to your home. Rightfully so, most people want to protect it.
There are many strategies out there for growing your subscribers list but, if you thought this is where your email marketing strategy ends, think again. Your subscribers list is only made up of potential leads. It is now up to you to nurture these leads through your sales funnel and convert potential buyers into actual buyers.
Here are our top three tips to consider to convert your subscribers in customers:
So how exactly do you get someone to give you the key to their house? Maybe some will just like what they see, but for most you will need to create a two way exchange. Keep in mind the Know-Like-Trust Factor. Give your potential clients high quality content. Depending on the type of business you are running this could many things.
- Access to a mini video workshop
- Discounted products
- Newsletters with high quality content
- Downloadable worksheets, or many other and multiple possibilities suitable to your business content strategy.
Tip: Keeping track of what content your audience decided to subscribe to (through landing pages, video and/or templates) will be helpful down the line. You should be able to track this by including a built in call to action button from different avenues.
You are now establishing a direct relationship with your audience, and relationships take nurturing. You can nurture your potential clients by setting up an automated email sequence that initially provides whatever content you promised them in your hook.
If you’re feeling lost about designing an effective automated email sequence, don’t worry girl, we’ve got you. Head over to the Tools & Templates library to access our pre-made automated sequences templates.
At this point you are hopefully seeing your audience and subscribers list grow, maybe even doubling from what it was before. Fantastic! You might be wondering though, ‘Why is my list growing but I’m not seeing any change to my sales?!’
Well, there are many reasons why an audience member may not transition into a client… yet. Individual economic situations, busy lifestyles, or fear of investment could all be reasons for delaying someone to fully transition into a client. Don’t be afraid to call them out on these objections. Quite likely there was a time in your career you felt doubts as well. It’s okay to address your clients’ objections and show them that you’ve been there and understand. Share stories of how YOU overcame those objections and fears. Include examples of current clients that chased their dreams and how they tackled their own resistance. A success story is a very powerful tool. Address what you’ve specifically provided these successful clients to help them along their journey.
If you were able to track what content new subscribers were most interested in (through web activity and call to action buttons) you can start breaking your audience down into segments and providing them with specific, high value content. Match your different audience segments to the best product or service that you provide. Creating this value factor is the first step to overcoming objections and continuing to nurture your potential clients.
You’re getting close now. You’ve nurtured your clients with specific, high value content, established a trusting relationship, and they are feeling rewarded. You’re now at the perfect stage of the sales cycle to actually convert this potential client to a real client. Don’t be afraid to ask for the sale now!
Retargeting emails are a great way of subtly reminding your clients who are at this stage. Perhaps they’ve already placed items in a cart, chosen to further subscribe to more segmented content, or are actively participating in workshops and forums. Whatever your business is looking for, you’ve got them there. A reminder email to those clients just sitting on the edge may be all that’s needed to make the final transition.
Similarly, you can add urgency to these clients at the final stages of the sales cycle. One time offers, and a countdown timer are easy to use and hugely effective for one final push. Websites like MotionMail provide easy to use countdown timer services if your email service provider doesn’t offer that feature.
And remember: You’ve got this. Your clients love reading and soaking in all that great content you’re creating and providing to them. That is how you grew your subscribers list in the first place! They need what you have to offer and are willing to pay for it. So ask (and assume) the sale.
Now go be a sales boss lady & nurture that list of yours!