You know I’m all about new technology, cutting edge stuff and being engaged with your audience.
Real conversations, real relationship building. Automation? Nope. That’s not me.
I’m also no “Coach”. I build products and sell products. Along the way I know what works and what doesn’t work and I’m happy to share those ideas (like this post).
So I’m reading a post over at KissMetrics on the “Five Shocking Facts That Will Change Your Entire Approach to Social Media” the other day and right off the top, #1 on their list was this:
Yes, that does say “Email marketing has an ROI of 4,300%” and it’s not a typo.
It doesn’t matter what type of business your are in there’s a few things you should know.
- Facebook, Twitter, Pinterest, Instagram and every other social media site is great for connecting to people. We love the interaction, the Likes, and the warm fuzzy feelings we get when someone shares our posts. But then again, that doesn’t mean people actually went to our site and read what we wrote, they might have just passed it along. Aside from the Pay to Play that Facebook has adopted for Pages, even your profile has a limited reach (EdgeRank). Do you agree?
- No social media site has any sort of lead capture. There’s no call to action either. Your website does (or should).
Therefore, no matter what your social media plan is, the core idea is to get people to actually visit your site. Does that make sense?
When someone visits your site they’ll see your Call to Action. This could be something as simplistic as “BUY This Product” or for the Real Estate site it could be a CMA request, “How much is my home worth?“. That’s great if they are ready to take action but what if they are not? Are you going to hope they come back when they are ready?
GETTING THEM TO COME BACK
This is where email marketing comes in. There’s a good reason we want visitors to sign up for the Newsletter.
It’s permission based marketing. It comes to their inbox, they open it and possibly click on the links that go to your website. Even if they don’t, it’s still a great “top of mind” reminder. When they are ready, you’ll be “top of mind” and there’s your newsletter – delivered to their Cell Phone, their Desktop, and their Tablet – anywhere and everywhere they check their emails.
But just because you have their email this doesn’t mean you can Spam away…
Way back in 2008, Seth Godin suggested something that has stuck with me to this day.
In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that’s all you do. You don’t assume you can do more. You don’t sell the list or rent the list or demand more attention.
I’m a huge believer in this. Check out my sidebar where you can signup for the newsletter. There’s “My Promise”.
If you get my Newsletter you’ll get a snippet of the post. Not much else. It’s the same way I setup Newsletters for clients.
While the hardcore marketing turd might disagree (yes I used turd), if you want people to subscribe and stay subscribed you have to stick to the ‘Seth Plan’.
The two metrics marketing peeps track are Open Rates and Click Rates.
Open Rates are just that, they saw the subject of the email and clicked to open it.
Click Rates happen when someone then clicks to read the post (on your website).
Having a Newsletter makes you better than your competition that does not.
Having a Newsletter that beats the competition that also has a newsletter is even better!
Looking at the metrics – I would have to say the “Seth Plan” is working! Almost 3 times the Open Rate and twice the Click Rate.
HERE IS YOUR CALL TO ACTION
Want a performing newsletter like this? How much will an incubation system like this be worth when they become clients? For $250 I’ll set up an automatic Newsletter system for you, for your site.
For a one time charge I’ll setup an automatic newsletter system that feeds from your RSS. The newsletter will have your branding, your content, and be owned entirely by you. All leads will be your leads. I’ll also create a Call To Action for your site, helping to build that Newsletter list.
Speaking of which, have you signed up for my newsletter?