Never build your home on rented land is a phrase that gets thrown around a lot in the digital marketing world.
In the marketing world, this means that your business should not solely rely on entities that you don’t own for lead generation or sales.
As an example, many Orange County businesses work diligently to build up the number of fans or likes that they have Facebook.
While having a large number of fans on your company’s business page is great and can be an asset to your business. You should not solely rely on those Facebook fans for business.
Here is why- tomorrow Facebook could decide that they want all Facebook pages to start over from scratch building their fan base. Delete all of the fans that have liked that page.
If Facebook decides to do that, there is nothing your business can do to stop them. All of the hard work that has been put into building that fan base is quickly destroyed.
That is why you don’t want to only rely on rented land for business growth.
Instead, you want to build your own database of customers. Information such as an email list. No matter what changes happen on the Internet, your company will always have that list.
Move Your Audience
There are plenty of places on the Internet where your business can grow an audience outside of your website.
Your company may have a large YouTube following, you may be rockstars on Pinterest or even have one of the largest Facebook pages in your industry!
Having a large following on any social media platform or anywhere else online is a great business asset.
The trick is that you want to move your fans, followers, and likes from those social media channels to your email list.
That way no matter what changes happen on the other platforms you will always have your fans contact information.
Offer A Premium Content
Wondering how you turn social media fans into email subscribers?
You do this by offering a piece of premium content to your visitors in exchange for their name and email address.
Premium content is a piece of content that offers an enormous amount of value to your audience.
The value that a website visitor will receive by getting this piece of content must be so great that they are willing to give up some of their personal information in order to receive it.
Here are a few examples of premium content that you could offer your audience:
- Cheat Sheet- A sheet filled with valuable tips or tricks that helps your audience accomplish a goal faster or effectively.
- Tool Kit List- List of tools, physical, or digital that your audience could use. Help them solve a problem or accomplish a task more quickly.
- Template– Downloadable template such as a content calendar or website audit that can be used instead of having to make their own.
You know your audience better than anyone else. Brainstorm some ideas of irresistible content that your audience will be lining up to get from you.
As soon as you have the idea, create the content and put the offer on your website.
Get Personal With Your Email List
Once you have a person’s contact information (first name and email address at least,) you can start engaging them with email marketing.
Email marketing is so valuable because it allows you to engage with your audience. It is a very creative and personalized way that you would not have been able to do through other social media platforms.
If you understand your customer base and know what problems they are encountering, you can begin to address those problems with email marketing.
It gives your business the opportunity to prove that you have the solution to their problem.
Each email address you collect is a warm lead. Through email marketing, you can nurture the lead into a paying customer.
An email list is one of your business’s most important assets. It is never too late to start growing your email list.
As an Orange County Marketing Agency, Root Marketing is here to help. We will gladly discuss your unique situation.