One of the best ways to keep in touch with your audience is through email marketing. (Nope, not social media posts.) Emails meet people right where they are–in their inboxes. But first, you need to get them on your email list.
If you don’t have a quality opt-in (also known as a lead magnet or freebie), go listen to episode 150 first. Then come back here as I share how to promote that opt-in. Because you can’t just create it and expect people to find it. You need to talk about that freebie and offer it to people again and again.
And I’m going to share with you some shortcuts on how to do that!
Mentioned in This Episode:
- Episode 150: What Opt-in Do You Need to Grow Your Business?
- Client Journey eBook
- Ask Your Audience Challenge
- One Week to Your Welcome Sequence
Abby Herman 0:10
Hey there and welcome to Episode 152 of The Content Experiment Podcast, a podcast that supports the idea that content and marketing are ever-moving targets in any business. And it’s okay if you don’t feel like you’re doing it all right all of the time. You have permission to experiment with little tweaks and changes in your content to find what works for you, what increases value for your audience, and what grows your business, and most importantly, what feels good for you.
Abby Herman 0:39
I’m Abby Herman, content strategist and coach for online business owners who are ready to make a bigger impact online. I firmly believe that success isn’t about what big marketing brands and so called gurus think is the right thing. It’s about you and your business, your lifestyle, and, frankly, your values and belief systems. You get to do business in a way that works for you.
Abby Herman 1:02
Two weeks ago, on Episode 150, I talked about creating your first or next great opt-in. Your opt-in is a really easy way to support your audience for free to a win. And opt-ins are a valuable part of your business, if you are actually using yours. And just for clarification, an opt-in is also called a freebie or a lead magnet, I kind of use all of those terms interchangeably. So that is what I’m talking about. It’s a free thing that you offer to your audience that helps them to get to some sort of win. And again, in Episode 150, I gave you a list of different kinds of opt-ins that are working right now. This is way beyond the downloadable checklist.
Abby Herman 1:50
So once you’ve created your opt-in, it’s not enough to just hit publish. There’s so much more involved to getting a good ROI on the time and potentially money that you have spent on creating that opt-in. How do you make sure people see it? How do you get them to sign up? And what happens after they sign up? How do you get them to the next step in their journey with you? That is exactly what we’re going to cover here today.
Abby Herman 2:16
So you’ve taken the time to find out what your audience needs, you created a killer opt-in that gives them a quick win, and now what? So once you have your idea, your opt-in idea, and you’ve developed it, you need to promote it. So here’s how. Get ready to take some notes. The first thing you can do is include an opt-in form on your blog posts or your show notes or anywhere on your website where you’re talking about a topic that is similar to what’s included in your freebie. Most email marketing tools like Active Campaign, which is my personal favorite, or ConvertKit, which is another good one, or Mailer Lite, or whatever email marketing tool you use, will allow you to create a quick and easy opt-in form that you can use the embed code of on your website. So the form pops up right there on your website, or on your show notes or wherever it is that you want to include your opt-in form.
Abby Herman 3:19
You have to like make it available for your people, for your audience members to actually grab that freebie. So make sure you include your opt-in form anywhere and a lot of people use pop ups. I personally don’t use pop ups because I find them annoying, but they work; as annoying as they, are pop ups work. So you can use a pop up that you can probably set up through Active Campaign, ConvertKit, Mailer Lite, or wherever you are hosting your email list.
Abby Herman 3:50
Another thing to do to help promote your opt-in is to create a landing page for the opt-in form. And use a pretty link to send people to the form when you’re publishing your own podcast or you’re a guest on someone else’s. So let me talk about exactly what a landing page is really quick: it is a page on your website. Or you can also build a landing page in your email marketing tool. It’s a page where basically the only options that somebody has on that page is to sign up in the form. So generally the header and the menu and any footer that you have on your website is removed on this landing page. So people go to the landing page and the only option they have is to sign up on the form. You can also include, and I recommend you include, some sort of sales type language, you know, like what’s the benefit of signing up for whatever the thing is, and I’m going to give you some examples here in just a second. You can check out my landing pages.
Abby Herman 4:57
So you want to use this landing page, you convert the URL to a pretty link. And a pretty link is a plugin for WordPress that allows you to take a longer, more complicated URL and shorten it to something that’s easy to remember, say, and to type into a browser. For example, I use thecontentexperiment.com/ask as a way to send people to the Ask Your Audience evergreen challenge. And I also used it when we were promoting the live event, so I just kind of changed the direction of where that Pretty Link was going.
Abby Herman 5:35
I also use pretty links to track whether a specific podcast appearance was beneficial for my business. So if I wanted to see how many people from a guest appearance signed up for the challenge, I would make a pretty link. Like for example, and this is not a live link that will work for you, but thecontentexperiment.com/experiment. So the experiment speaks to this particular podcast, for example, would be a pretty link that I was, that I would use. If I was on Amy Porterfield’s podcast, it would be thecontentexperiment.com/marketing for Online Marketing Made Easy. And that would that would inform me that would let me know how many people from that podcast appearance actually downloaded the thing or went to the Pretty Link. So that’s really useful as you are pitching to be on other people’s podcasts so that you can use your time wisely.
Abby Herman 6:33
Okay, so we’re creating an opt-in form that you can have on your website, on your blogs, on your show notes on your website. You also have a landing page with a pretty link so that when you’re speaking, when you’re talking to someone, when you are a guest on a podcast, when you are on a summit, when you’re talking just talking to somebody, and you want to send them to your freebie, you can send them to that Pretty Link. So those are the two things. The third thing is: create a graphic for social media, along with three or four different captions and publish that with a link to the landing page on social media, or do an Instagram Live where you tell people to go to this Pretty Link to to sign up for the free thing.
Abby Herman 7:25
So I have a few opt-ins that I like to promote regularly. And we use a rotating schedule so that we don’t use the same caption or same graphic all of the time and we just kind of rotate through them. So create a bank of social media posts, the captions and graphics that you can rotate through and send people to your opt-ins on a regular basis. And of course, anytime you talk about the subject that you mention or that you teach about in the opt-in, mention the Pretty Link. The goal is to not have your amazing new opt in just sit around; you want people to gain access to it and use it. And you want them to have a win so that they will want more from you.
Abby Herman 8:05
I didn’t mention this on Episode 150 when I was talking about opt-ins, but I do recommend that you have a couple of different opt-ins based on your zones of genius, the big ideas that you can talk about over and over again without ever running out of ideas or running out of things to talk about. So I do recommend having a couple of quality opt-ins. You don’t need a whole bunch, I would say maybe three depending on who your audience is, what your business is, and what your zones of genius are. That would be a good number to start with.
Abby Herman 8:39
Okay, so you’ve got your opt-ins, you have your Pretty Link set up, you are sending people to your email list, you’re promoting it. And then, of course, there’s no reason to have the opt-in if you’re just collecting email addresses and then doing nothing with them. It’s really important to stay engaged with your email list long after they sign up.
Abby Herman 9:02
So some strategies around keeping your audience engaged include creating a customized welcome sequence for each of the opt-ins based on what they’re opting into. For example, if someone opts into the Ask Your Audience challenge, they get a series of emails that help them to be more successful with the challenge. If someone opts into my content batching guide, they receive a few emails that help them to be more successful with that. Within these email sequences, you can mention and funnel people into a low priced offer or even a high priced offer depending on your business.
Abby Herman 9:41
It’s really not difficult to create these email sequences and you really only need to revisit them a few times of year. And often you can use some of the same content from email sequence to email sequence and then you just kind of customize them to the particular opt-in or offer that you’re sending people to. For help in creating a welcome sequence, you can go to thecontentexperiment.com/welcome.
Abby Herman 10:09
Alright, so we have talked about your opt-ins. In Episode 150 we talked about what those opt ins or freebies should look like. Here we talked about how to promote them. And I really encourage you to talk about your opt-ins, use those pretty links as much as possible to grow your email list, and then have something for engaging with your audience after they opt-in. Don’t just let them sit there. And of course, make sure that you are sending people emails on a regular basis. On the email for this week’s episode, so the email that’s going out today, the day that this comes out, talks about some of my pet peeves around the podcast guesting, so make sure that you check that out.
Abby Herman 10:59
If you found value in what you learned here today, please share it on social media. Take a screenshot of the episode on your phone and share it over on Instagram stories. And then tag me @thecontentexperiment to let me know what your biggest takeaways are. The more you share, the more we can get the podcast into the hands of more business owners just like you who need to hear the message that they are not alone. Until next time, take care.
Transcribed by https://otter.ai