When you are running an email marketing
campaign there is nothing more important than having a healthy list. This takes
planning, and a well thought out approach in order to gain the most benefits, including,
increased open, click through rates and conversions on your offers.
Quality lists are highlight targeted, and
responsive to the offers and any information that you send, that is what makes
email marketing one of the most effective marketing methods online.
In fact, according to the Direct Marketing
Association, email marketing ROI is second only to Search Engine Marketing
(PPC) with a bountiful $43 for every $1 spent.
Attracting A
Targeted Audience
One of the most essential tasks in email
marketing is engaging a well-targeted audience as is relevant to your niche.
Targeted audience respond better to offers and have much more interest in the
marketing messages that you send. Obviously, it would be unproductive to send
a weight loss supplement offer to a home improvement list.
There are many ways to create a targeted
list. Read on to learn about one of the best options available to anyone in any
niche or industry and any type of marketing budget.
The Webinar
Factor
One method that has proven itself time and
again is the use of webinars to not only attract a targeted audience to your
list, but to also establish a rapport with an audience that can yield on going
positive and profitable relationships for the long term.
Webinars are simply online seminars that
with the use of a webinar platform, such as ClickWebinar or GoToMeeting, allow
a presenter to address an unlimited virtual audience on any type of topic.
The
Advantages Offered By Webinars:
· They facilitate the presentation of detailed and very complex information in a simple and visual manner.
· Webinars allow presenters to connect with their audience.
How Webinars Can Grow Email Lists
Webinars can yield optimal results in
engaging subscribers to your list, and when you stick with the best practices
detailed below you will see results, not only in growing the size of the list,
but in generating a high quality list that will convert.
Providing Value Has Multiple Benefits
When you provide people with something
valuable, you gain their trust, adoration and most importantly, their loyalty.
Make sure the content of your webinar provides such value and you will see the
most optimal results.
Consider the problem that your audience has
and then create content that will solve it. For example, in the weight loss
niche, one problem to tackle may be “dealing with cravings while losing
weight.” Provide information, and hands on methods on how to do just that.
Be helpful and consider their needs beyond
that of your own. This means to offer value beyond how it will benefit you.
The best way to illustrate this is the
example of referring a customer to a competitor when you can’t fulfill their
needs. That is going above and beyond to help them, and this type of
relationship marketing is very effective and can be a metaphor for creating
content that will be ultra-helpful in a webinar.
Establish
Expertise
Another way to entice subscribers is by making
sure the content you deliver in the webinar establishes you as an expert in
your niche, one that offers credible and reliable solutions to their problems.
That being said, I have encountered a whole lot of programs out there that teach you how to "position yourself as an expert" in your niche.
There are a multitude of formulas and ideas out there, but I cannot emphasize enough how important it is to not only be involved in a niche that you have some knowledge of, but also one that you are passionate about. This will take you much further than any formula or well-touted program will.
Multiple
Benefits
All of these points mentioned above hold multiple benefits and go well beyond the initial webinar and the goal of getting opt-ins to your list. The point is to create the type of loyalty, trust and esteem that will make them clamor to
open your emails and check out all you have to offer on a long term basis.
This applies to any niche, any business model
and all marketing plans -- no matter the goals.
In fact, trust and loyalty are both essential
components in any email marketing campaign, and once you capture that through
the initial contact in a webinar setting, you can continue to build on it in
the on-going relationship with your list.
Email open rates, click through's and
conversions will certainly reflect the level of trust that is established in the
initial contact, and this can be further expanded upon as the email campaign
continues.
Connecting
Through Personality
Imagine a cold squeeze page versus a webinar
where you are actually speaking to your audience with your personal voice? What
a great way to establish a true relationship with leads.
In fact, your own voice can be your best
weapon in the marketing arsenal. Emotion is a powerful marketing tactic, and
nothing conveys emotion better than voice. This is where the passion comes in that I mentioned earlier.
This type of “personal” introduction into
your list lends a more credible approach than a simple squeeze page with an
opt-in form and also will help people remember who you are, which can
additionally increase open rates among a sea of marketing message emails that
many people typically get in their inbox.
In this day and age of the digital and the virtual, people are beginning to come back around to holding reverence for the true and authentic. People can sense when someone is genuine or not about what they are promoting.
Webinars allow you to stand out, and connect
with your audience, and this will yield a more engaged, receptive and
responsive list long after the webinar has ended.
The bottom line is that webinars work to
engage a targeted and receptive list of subscribers in email marketing, period.
There is absolutely no better way to connect with a group of people online.
It’s more conducive than social media and squeeze
pages. It may take more time and effort that is for sure, but the rewards are
directly in line with the efforts.
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