Concerns come up in your potential subscribers’ thoughts like dandelions after a spring rain as they hover over your form contemplating whether to allow you to add them to your email marketing list.
Are you going to send them emails that aren’t relevant to them? Are you sending them too many emails? Or, even worse, will you sell their contact information to a list provider, resulting in a never-ending barrage of spam?
With virtual “weeds” filling their inboxes on a regular basis, visitors to your website need a compelling reason to give up their contact information, which is why so many businesses provide free ebooks, video tutorials, and other content to entice new subscribers.
Even so, unless you work hard to build trust, which is a necessary ingredient for inbound marketing to work, these offerings may not be enough.
Here’s how to go about it.
Increase the size of your email marketing list by establishing trust.
Any strong strategic marketing plan starts with building trust. People will do what you say if they believe you, but there are a few crucial ways to establish that trust in digital marketing.
1. Use Content to Attract Customers
Good content that addresses your potential clients will entice people to your website through organic searches, much as vividly coloured, fragrant flowers attract bees. After all, organic searches account for 53% of all site traffic. This means that if you conduct thorough keyword research and successfully implement it, your content will rank well on Google, resulting in increased website traffic.
This is one of the few freebies available in the corporate world. So, what does this have to do with developing an email marketing list and winning trust?
When you provide free content that addresses your consumers’ concerns and offers a solution, you establish yourself as a reliable expert.
Here are some pointers on how to go about it:
- Participate in instructive blog posts, engaging videos, and social media posts. These are some examples of content “seeds” you can use to expand your email marketing list in the hopes of converting some of those seeds into conversions.
- To improve SEO, make sure to update your material on a regular basis and include relevant keywords. This will increase your chances of being discovered via organic searches.
- Analyze your email marketing efforts on a regular basis so you can customize your content to your clients’ preferences.
Be consistent and patient when developing material. It takes at least six months, if not longer, to observe quantifiable development because it’s like growing a tree rather than a weed.
2. Motivate Them to Consume the Nectar
The bee has been drawn to the bloom, but now it must evaluate whether the nectar is worth swallowing. After all, bees are busy, and there are so many other gardens to visit. The nectar is the free present you give to your prospect when they complete the required action, or “convert.”
A clear call-to-action should appear on every page of your website, as well as every blog or video post (CTA). After they’ve read your post or viewed your video, what do you want them to do? Do you want to sign up for a webinar? Are you available for a free consultation? Do you want to get your ebook?
Because this is where your prospects give up their contact information in exchange for anything else, such as a coupon or discount code, an ebook, or free video instruction, it’s the most significant element of your material.
When putting content behind a form, it should be something substantial and unique that people can’t obtain anywhere else, and it should take your previously free stuff to the next level.
A good landing page will include a compelling headline, a captivating image, and a clear call to action. You can also get traction by emphasising benefits rather than features (features define what your product or service performs, whereas benefits explain why it is beneficial to buyers).
Reassure them with the following on your form:
- Without their explicit approval, you shall never sell or give away their contact information.
- They can easily remove themselves from the mailing list at any moment.
- You are concerned about their privacy (prove it by providing a link to your privacy page)
3. Maintain a Garden for Your Subscribers
Bigger isn’t necessarily better when it comes to maintaining a good email marketing list. You’ll need a list that’s brimming with active, engaged subscribers who have given their permission to receive emails from you.
Create and maintain a healthy email marketing list by doing the following:
- If you don’t follow all of the CAN-SPAM Act’s restrictions, you risk paying hefty fines and losing the trust you’ve worked so hard to earn.
- Only sending emails to people who have opted in to your email marketing list. This means you should avoid buying mailing lists. By delivering quality information that solves their concerns, you can earn the right to someone’s email address.
- Each time you email a subscriber, remind them how they came to be on your list and include a link to unsubscribe.
- Sending emails that your subscribers will enjoy
This is where segmentation comes into play in the last bullet point. Segmenting your consumers helps you to target them based on their interests and needs. To put it another way, you don’t need just one email list. Depending on how many buyer personas you’re aiming to reach, you might have numerous.
Which lists receive specific emails from you is determined by their interests, pain areas, and objectives. Why did this group of people choose to share their information over another?
Keep the following information about your subscribers to effectively categorise your list: How did they get aware of you and wind up on your mailing list? Did they find you using a search engine? Have you ever hosted a webinar? Were they introduced to you by a previous customer? This provides you with crucial information about the customer’s requirements and preferences.
What stage of the buying process are they in? Are they just becoming aware of your product or service, or have they already purchased it?
Nothing is more irritating than receiving sales emails for items you’ve already purchased. That’s a surefire method for your email to go straight to the trash. Even worse, you risk losing subscribers if you don’t routinely audit and clean up your database.
4. Increase the Size of Your Garden
Share your material on social media and encourage your followers to do so as well. This will increase your reach, engagement, and trust among your subscribers.
Rep the cycle: create valuable content that solves an issue for your ideal customers, prompt them to act, respect their privacy, and deliver them stuff they desire and need.
Your business will not blossom overnight, just like a garden, yet not everyone has the time or resources to create flourishing digital content. This is our area of expertise at Enthof Creatives.
Our skilled writers, graphic designers, SEO analyzers, and web developers can assist you in cultivating the fertile ground needed to expand your email marketing list and more. Request a consultation to discover more about the numerous ways we can assist your company in growing.
About the Author
Donald Gonsalves is the founder of Enthof Creatives and a regular writer for the website’s blog. He has more than 2 decades of experience in marketing, sales and branding. His need to research and learn more about these segments is never-ending. To contact him, just drop an email to donald.g@sh118.global.temp.domains
Follow him on Linkedin – https://www.linkedin.com/in/donaldgonsalves