Know the Value of an Opt-In - The Content Experiment

Know the Value of an Opt-In

Whether you’re putting together your website’s first opt-in or revamping an old one so you can gather more attention, having the right opt-in is a must for your business.

I recently posted about different opt-in ideas that would help you attract others to your website and your business. But while choosing a vehicle to dispense your message might be easy, actually choosing the right message and the right piece of valuable information might be much more difficult.

So what content can you share with your audience that will keep them engaged and encourage them to do business with you down the road? The possibilities are as vast as the number of businesses out there. Here are just a few ideas.

  • A how-to guide. Demonstrate your expertise that will help your subscribers get started with something that you offer as a service. If you’re a website developer, teach your audience how to buy a domain or compare WordPress themes. If you’re an artist, film a tutorial of you creating one of your most popular pieces. Humans are inherently curious and by teaching someone about your process, they’ll become a believer in your expertise and will likely think of you first when they need your services.
  • A checklist. Using a checklist that’s complementary to your business can help your prospective customers understand your business better and decide if they need your services.
  • Valuable information. Maybe you don’t offer a freebie when people opt in to your email list. There are business owners who successfully offer nothing in return for new subscribers. But what they do offer is valuable information on a regular (not overwhelming) basis.

Your opt-in should serve as the top of your sales funnel. Think about what you want new subscribers to do after they sign up on your list. Whatever you choose, getting more value from you (through your blog or by hiring you) should be their next step.

Many people opt-in to an email list to grab the freebie and take off. While it’s important to add value for your audience, don’t offer so much that they grab a video course or ebook and then bail. Hook ‘em.

Of course, the key is to create a quality opt-in that your audience wants and needs—and then acts on. What questions are your clients asking you? What opt-ins have worked in the past?

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