MARKETING MASTERCLASS. 27 Ways to Build Your List
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- Darcy Stephens
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1 MARKETING MASTERCLASS 27 Ways to Build Your List
2 What we ll talk about today The role of marketing in your organization How to get more people join your lists Setting up optin-forms that convert better on your website Acquiring s from your Facebook and events Acquiring s via secondary actions Lowering your unsubscribe rates
3 UNDERSTANDING THE ROLE OF
4 1 Understanding The Role of Build Intimacy and Trust
5 1 is not a public channel Understanding The Role of Build Intimacy and Trust like Twitter or Facebook. Opting into your list is an agreement to enter a private 1-1 relationship with you, by way of their inbox.
6 1 Understanding The Role of Identify Segments Segmentation allows you to send the right message to the right people at the right time. You can t do this with Twitter or Facebook.
7 1 Various studies show that Understanding The Role of Convert Donors and Volunteers Twitter and Facebook have a 3% 6% conversion rate. on the other hand has a 33% conversion rate.
8 1 Understanding The Role of Convert Donors and Volunteers
9 UNDERSTANDING YOUR AUDIENCE
10 2 Understanding Your Audiences Your audiences are the various different groups of people you reach (or are trying to reach).
11 2 Understanding Your Audiences GOALS: What keeps them up at night? What are their passions and interests? What are their dreams and goals? CHALLENGES: What are their primary goals in life? How are they trying to create a meaningful life?
12 GROW AND PEEL YOUR CARROTS Or Incentives for growing your list
13 3 Grow and peel your carrots Be crystal clear on the value exchange: What value are you offering that greatly outweights the pain of joining your list?
14 3 What pain, you ask? Lost time filling out your form Perceived potential privacy breach The perceived potential that you ll gunk up their inbox The unknown
15 3 The value exchange They have to perceive that the value they get greatly outweights the pain of joining your list
16 FOUR STRATEGIES FOR ACQUISITION
17 4 ebooks ebooks that offers highly specific information or howto. ebooks (PDF) can be read on any ereader - including ipads and Kindles!
18 4 ebooks Example titles: 10 Quick Recipes for New Breast Cancer Patients How to Housebreak Your Dog in One Week The Starter Guide to Nonprofit Video Storytelling The Child Advocacy Tool Kit How To Survive Homelessness ebooks (PDF) can be read on any ereader - including ipads and Kindles!
19 4 ebook Resources Use Word or Pages to create PDFs Use myecovermaker.com to create an ecover (example at right) Use DropBox to host free download Use fotolia.com for images
20 5 Sponsor Giveaway Make sure the sponsor is in alignment with your brand Discounts Free product or service
21 6 Advocacy Advocacy gives people the ability to support your cause in a way that s meaningful, but free.
22 6 Advocacy Three great resources for starting petitions: thepetitionsite.com change.org rallycongress.com
23 7 Pledges Pledges lets people feel that they re part of your movement. Less formal than advocacy.
24 ACQUIRING S ON YOUR WEBSITE
25 8 Form location One all Pages Above the fold On the right
26 9 Required fields Name
27 9 Required fields
28 10 Don t forget the carrot! Don t forget the carrot! Tell potential subscribers exactly what they ll get in exchange for their .
29 11 No Captchas Please don t...
30 12 Be clear about frequency and privacy You won t share their . How often will they receive s?
31 13 Make a separate subscribe Page This will allow you to direct people from other pages, s, and social media.
32 14 Remove sidebars on subscribe Page Take away distractions and competing CTAs
33 15 Redirect to a thank you page This allows you to more easily measure conversions This allows you to encourage a secondary action Finally, saying thanks is the polite thing to do.
34 15 Redirect to a thank you page In this example, I use clicktotweet.com to encourage people to share my list.
35 15 Redirect to a thank you page Which seems to work...
36 16 Create separate List of web forms created with aweber web forms for each location! This will allow you to measure which location works best!
37 16 Create separate List of web forms created with aweber web forms for each location! Knowing that your subscribe page converts better than your free ebook page allows you to: Change how you direct traffic Improve your ebook page
38 ACQUIRING S WITH EVENTS
39 17 Don t forget the carrot! Online event registration s are collected as part of the event registration process s are passed to your database. Manual export / import
40 17 Eventbrite Allows you to integrate directly with your list.
41 17 Constant Contact Integrates directly with your list.
42 18 Use open API An solution with an open application programing interface allows you to integrate more easily with event management, donor databases, etc.
43 18 Use open API Aweber MailChimp Active Campaign Get Response Emma
44 18 Use open API Zapier is a third-party tool that makes integration of apps a breeze!
45 ACQUIRING S WITH SECONDARY ACTIONS
46 19 What are secondary actions? An action someone takes after they: Make a donation Likes your Facebook Page Downloads an ebook etc.
47 19 What are secondary actions? The key is make it feel easy and good to - not like favor.
48 ACQUIRING S ON FACEBOOK
49 20 Understand the ladder of engagement
50 21 Don t forget the carrot! Put an optin form in your Facebook Page Use the Static HTML iframe tabs app
51 22 Point the way Make it easy to find your form.
52 23 Make it mobile FYI - Custom tabs are not viewable on mobile devices.
53 23 Make it mobile Consider a tool like ShortStack which offer smart URLs for mobile.
54 24 Promote your campaign Post awesome content related to your campaign (photos are great) and include a link to the tab
55 24 Promote your campaign Post awesome content related to your campaign (photos are great) and include a link to the tab Use Facebook ads to promote your campaign (more on this in March)
56 24 Promote your campaign Post awesome content related to your campaign (photos are great) and include a link to the tab Use Facebook ads to promote your campaign Reply to comments and share the link to your campaign
57 DON'T FORGET ABOUT LOWERING UNSUBSCRIBES
58 Building your list also means giving people reasons to stay subscribed!
59 25 Set expectations About frequency and content On your thank you page In your follow-up
60 26 Segment lists Right people Right content Right time
61 26 Segment lists People interested in events People who downloaded an ebook People who donated etc.
62 26 Segment lists About frequency and content On your thank you page In your follow-up
63 27 Don t forget the carrot! Keep them interested With personalized s With awesome content With exclusive content With what s coming
64 QUESTIONS?
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