Used correctly, email can be an amazing sales tool. Even in the social media age, email selling is the standard by which all digital marketing is judged.
If you’re new to digital marketing, it can be hard to tell where to start with your email selling. And with so much information out there on the subject, it can be hard to tell where to start!
Never fear. I’ll tell you what I’m going to do with this blog post: I’m going to come up with a short guide to how you can leverage your online presence into effective email selling that helps you to improve your service and learn about your ideal customers all at once.
Of course, I don’t want to hype this up too much. Email selling has been around a while, and it’s definitely not a quick fix method. But if you’re willing to put in the time and the effort to get a good email campaign going, you can turn this into a highly effective tool for driving sales.
So as you keep on reading I’ll let you know exactly how to leverage your website into an effective selling tool.
Build Traffic with Social Media
Naturally, this whole thing isn’t going to get off the ground until you get some traffic to your website. And while there are many ways to do that, we’re going to focus on social media here.
Social media is an indispensable tool for digital marketing. It’s often the first point of contact between you and the people you’re meant to serve.
With your social media efforts you’ve got two things you’re most interested in: driving traffic to your site and making connections with prospects and other networkers.
Now, this article isn’t about social media marketing, but the point here is that an effective social media strategy will drive plenty of traffic to your site. So you want to be visible on social media. You want to be posting, commenting, and engaging with people. Actively.
Of course, I can’t tell you exactly how you should do that. The thing about social media is that you’ve got to develop your own style. If you’re doing it the same way everybody else does it, you might as well not even be doing it.
All I can tell you for sure is that you should commit to at least posting once per day on every site you or your organization is on. That will force you to develop your own unique approach.
Attract Prospects to Your Site with Quality Content
But what’s the point of having the social media in the first place if you’re not driving traffic back to your site? And how are you going to drive traffic back to your site unless you’ve got some great content to show your followers?
Welcome to the wonderful world of content marketing.
So what’s content marketing? Well, the short answer is that it’s informational content on your site that attracts readers (or viewers, or listeners) and gives them useful information.
Blog posts. Videos. Podcasts. How-to articles. Ebooks. All of that is content marketing.
Let’s assume you’re using blog posts. You want to drive your ideal prospects to your site. How do you do that?
Well, you write content that matches what your prospects need to see when they’re ready to buy from you. You educate them about what they need to know in order to understand your offer and what it can do for them.
The best part of this strategy is that web content lasts a long time. With a solid posting schedule and a good content strategy, you can turn a small site into an authority site and a recognized thought leader in your industry.
Build Your List with Gated Content
So you’ve got your traffic flowing into your site with your content. Now what?
Now you want to convince those visitors that it’s worth their while to send you their email addresses. You want to open up that flow of communication and foster that relationship.
How do you do that? Gated content, of course!
Gated content is content that your prospect can only access after they’ve performed some action. It could be signing up for an account, subscribing for email updates, or any one of a million possible things. In this case we’re assuming you’re offering them something in return for their email address and permission to contact them.
So what do you offer them? It’s got to be something your ideal prospect would want, and which will help educate them about the value of your offer. My personal favorite kind of gated content is an eBook lead magnet. It could be a how-to guide or a valuable bit of data.
If you use a how-to guide, stick to a subject your prospect will be interested in. Let them know how to do something they’d like to be able to do on their own (even if you and I both know they should go ahead and hire you if they want the best results).
And After That?
Once you’ve got your lead magnet ready and got it building your list, you need to start sending out emails. This is another thing where you’re going to have to work out your own plans. At the very least, you should reach out to your email lists once every month. (If you contact them less than that, some of your subscribers might start to forget who you are, and unsubscribe just as soon as they see your emails.)
Try not to be too salesy with your emails. Unless you want to be. It’s important to find an approach that works for you and go with it. I’ve seen some people go as shamelessly salesy as it’s possible to be, and I’ve seen some people run their email marketing in a much more subtle way. It depends on your style.
The prospects you’re meant to find are the kind of people who will appreciate your style. So feel free to experiment until you find the voice that works. When it does, you’ll know.