You need a good reason for a customer to want to hand over their information. This goes beyond a newsletter because no one wants a newsletter before they really know you. You need to build trust by providing them VALUABLE information so your audience will take action.
Proving a PDF or white paper to help a customer solve a problem is the best way to get their information. You want to give them the rich information they can’t believe you are parting with and they can take action on right now. You’ve probably seen these before or even clicked on them. This could be in a “list” format such as “5 Way’s to Quickly Spring Clean”, free trials offers product videos walking them through a process or activity. Whatever you decide is best for your business, make the information so valuable they can’t wait to download.
Once it’s created, you want to “gate” this content, meaning you want customers to give you their information in exchange for this amazing content. Typically this is a Call to Action(CTA) button on a page or a pop-over. When you are capturing their information, be sure to get just two things: their name and their email address. That’s it! Don’t ask too many questions about their income, how many kids they have, or what’s their favorite way to buy something. Any additional information you want you can gather later. For now, get their basic information.
CUSTOMER MANAGEMENT TOOL (CRM)
Now that you have a PDF/White Paper/Video on your website and have created a way for customers to download it, you want to capture these customers in a CRM. This allows you the ability to send follow up emails, newsletter, special promotions and other communications to them when you want. Since you have their first name, this also allows you to personalize emails, giving recipients the feeling you know them.
There are dozens and dozens of CRM platforms to choose from. Many of them have free versions if you are starting out all the way to premium and corporate plans if you already have a good list. I recommend you research to see which platform works best for your needs and then giving it a try. Most allow you to export your contacts if you determine it’s not the best fit for you. If you decide to switch, be aware that you may lose some detailed information on those contacts. So do your research on the front end to save you headaches if you determine it’s not the best fit.
SOCIAL MEDIA TRAFFIC
Social media marketing does have its place in your marketing strategy. It’s a great place to build a community, provide added content, engage in discussion, but also drive traffic to your website so you can build your own list.
To drive your audience to your website, don’t make every post focused on sending people for the freebie offer. Instead, direct them every fourth or fifth time will help you build your following without penalizing you on the platform. Most social platforms want to keep people engaged on their page, so spreading out when you direct people to your own platform, you increase the visibility of when it will be seen.
You can also use internal messaging from platforms like Facebook, to build customer relationships. This is a great way to talk with your audience before directing them to your website. It also allows you to connect with customer personally, building that relationship, which could lead them to your website to learn more.
The purpose of engaging your audience on social media and then driving them to your website is so that you have control of your audience, how you reach them, frequency, and capture your own data to grow your business.