Learn how growing your customer list is a key to success. You will learn why it is important for your business to focus on building lists as well as how to increase customer retention.

1. How to Build a Loyal Customer List
List Building
The Key to Success

2. The Power of
Lists
Why this is important for your business
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3. The True Money of Business
Lists are the fuel for all your marketing.
You plan your business strategy and tactics
around your lists.

4. Email Marketing
is Not Dead
 Segmentation is a neces s ary proces s
 Orga nize yo ur da ta ba s e beca us e no t a ll buyers a re the
s a me
 Lea rn to ca ter to a ll yo ur cus to mers needs even if they
a re different
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b

5. - Lyris Annua l E ma il Opt imize r Re po rt
39% of marketers who
segmented their email
lists experience higher
open rates

6. Identifying Different Customer Types
 Lea rn a bo ut their demo gra phics
 Where do they work? What kind of indus try? What is their role?
 W ha t is the s ize o f the co mpa ny they wo rk fo r?
 Cha llenges : Addres s the pa in po ints yo u a re trying to s o lve
 Ta ke the time to kno w yo ur cus to mer, co mmunica tio n will lea d
yo u to s ucces s
 Learn about their hobbies and s hopping preferences
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7. Customers: Different Sale Cycles
 M o n i t o r w h a t s t a g e y o u r c u s t o m e r s a r e i n
 Yo u d o n ’ t w a n t t o b e o v e r w h e l m i n g p o t e n t i a l l e a d s
 C r e a t e d i f f e r e n t f o r m s o f c o m m u n i c a t i o n f o r e a c h s a l e c y c l e o f y o u r
c u s t o m e r l i s t
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b
E n d R e s u l t : Yo u w i l l h a v e m o r e e n g a g i n g c o n t e n t t h a t i s m o r e l i k e l y t o b e o p e n e d

8. - Lyris Annua l E ma il Opt imize r Re po rt
28% experienced lower
unsubscribe rates

9. - Lyris Annua l E ma il Opt imize r Re po rt
24% experienced better
deliverability and
greater revenue

11. Customer Loyalty
Increase retention and grow your list
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12. Keep Your Business Thriving
80% of business comes from 20% of
its customers.

13. Communication
 Follow ups with potential leads and current customers is essential
 Find a balance between advertising and informational– long run payoff
 Create multiple forms of communication:
 Newsletters filled with great content and tips as well as special deals and offers
 Occasional reminders for those who have not engaged in a while
 Greeting cards to show that you care
 Reach out to existing customers and receive any possible feedback for
improvements
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b

14. Be Accessible
 Essential for providing great customer service
 Go the extra mile always
 There are many integrations you can create to automate follow-ups and stay organized
 ZenDesk
 Zapier
 If this then That
 Reputation of your business depends on the satisfaction of your customers
 Always do a follow up, especially with those who had an issue that is now resolved
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b

15. Employee Satisfaction
 T h e y a r e a r e p r e s e n t a t i o n o f y o u r c o m p a n y a n d d e a l w i t h
c u s t o m e r s f i r s t h a n d
 L o ya l e m p l o y e e s w i l l r e f l e c t t h e i r o p t i m i s t i c a n d h i g h l y
m o t i va t e d a t t i t u d e s i n t o t h e i r w o r k
 P r o t e c t y o u r e m p l o y e e s a n d e a r n t h e i r t r u s t
 T h e y w i l l b e l o ya l t o y o u r b u s i n e s s a n d p a s s t h e f e e l o n t o
t h e c u s t o m e r s
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b

16. Provide Customer Incentive
 I n c e n t i v i z e t h e m t o r e t u r n t o y o u r b u s i n e s s
 O f f e r c o u p o n c o d e s i n e m a i l s
 D i s c o u n t s t o t h o s e w h o p r o v i d e f e e d b a c k o r s u b s c r i b e t o
y o u r l i s t
 M a k e s u r e y o u r i n c e n t i v e p r o g ra m m a t c h e s y o u r t a r g e t
a u d i e n c e
 T h i s i s a g r e a t w a y t o g r o w y o u r l i s t s a n d b o o s t b u s i n e s s i n
s l o w s e a s o n s
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b

17. Create a Referral Program
 Customers are much more likely to buy when referred to by a loyal customer
 Referral leads are 4-10X more valuable than ordinary leads
 Find your advocates
 Those who review your products often
 Are a subscriber to your list
 Open the most emails from your campaigns
 Someone who uses social media to increase your brand awareness
 FREE TOOL: Hubspot Social Inbox Tool allows you to discover what people are saying
about you on social media, then you can share their tweet, etc.
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b

18. -Deloitte
1 in 3 people come to a brand
through a recommendation and
customers who were referred
by loyal customers have a 37%
higher retention rate

19. -Mckinsey
Word of mouth is the primary
factor behind 20-50% of all
purchasing decisions

20. Create a Referral Program
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b
 Choose the right incentive: Consider awarding the referral and the advocate
 Talk to your colleagues and see what works for them
 How do they get feedback – Beta Testers
 Create and look at past case studies or reference calls
 Set goals you would like to achieve with the program even if you have no metrics to go off of
 Track your amount of referrals so you can create measurable goals
If this number is non-existent or too difficult to figure out, set a relatively reasonable goal based on
how many advocates you're planning to engage in the program and a conversion rate around
10% (friendbuy)

21. Lead Generation
Landing Pages & Funnels
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22. Landing Pages
What are they and why are they essential?

23. FAQ: Landing Pages
 A l l l a n d i n g p a g e s a r e w e b p a g e s , b u t n o t a l l w e b p a g e s a r e l a n d i n g
p a g e s
 L a n d i n g p a g e s h a v e f o r m s a s a n o p p o r t u n i t y t o g e t s o m e o n e t o c o n v e r t
 T h i s i s a p l a c e o f e x c h a n g e
 Yo u g e t t h e i r i n f o r m a t i o n a n d t h e y r e c e i v e i n f o r m a t i o n i n r e t u r n
 E - b o o k s
 W h i t e p a p e r s
 G u i d e s
 H o w -To ’s
M a i n p u r p o s e f o r t h i s i s t o c a p t u r e p o t e n t i a l c u s t o m e r s i n f o v i a f o r m
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b

24. Landing Pages are Valuable
 H e l p y o u d e l i v e r t h e n u m b e r o f l e a d s y o u n e e d
 H e l p s y o u a c h i e v e y o u r g o a l s i n c l u d i n g s a l e s
 C l e a r a n d c o n c i s e c a l l s t o a c t i o n w i t h o u t c l u t t e r i n g y o u r w e b p a g e
 L a n d i n g p a g e s a r e n o t o n y o u r w e b s i t e
 H u b s p o t h a s m a n y f r e e i n t r o g u i d e s f o r l a n d i n g p a g e s
 M u s t s o n P a g e :
 L o g o
 S a m e P r o d u c t O f f e r i n g a n d F a m i l i a r I m a g e s
 L e g a l S e c u r i t y D i s c l o s u r e s t o l e g i t i m i z e y o u r s i t e
 F o r m
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b

25. Lead Generation Forms
They can make or break your business so
be sure to spend some time creating these

26. Essential Components of
Lead Generation Forms
 I n c e n t i v i z e t h e m t o r e t u r n t o y o u r b u s i n e s s
 O f f e r c o u p o n c o d e s i n e m a i l s
 D i s c o u n t s t o t h o s e w h o p r o v i d e f e e d b a c k o r s u b s c r i b e t o
y o u r l i s t
 M a k e s u r e y o u r i n c e n t i v e p r o g ra m m a t c h e s y o u r t a r g e t
a u d i e n c e
 T h i s i s a g r e a t w a y t o g r o w y o u r l i s t s a n d b o o s t b u s i n e s s i n
s l o w s e a s o n s
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b

27. Form Breakdown
 T his is your main attraction of your landing page
 Need pro s pects co nta ct info rma tio n to genera te lea ds
 T he funnel pro ces s ing ca n begin o nce info is o bta ined
 Decide wha t info is es s entia l to gra b fro m pro s pects
 If the fo rm is to o lo ng they will no t fill it o ut
 Mus t gra b their a ttentio n a nd elimina te a ny po s s ible clutter o r
dis tra ctio ns
 Keep it s hort and s weet
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b

28. Form Breakdown
 Fo r m s s h o u l d h a v e n o l o n g e r t h a n 7 f i e l d s b u t k e e p i t l o w e r i f y o u c a n
 6 s e c o n d r u l e
 6 1 % o f f o r m s h a v e 5 - 1 0 f i e l d s a n d c o n v e r t 4 0 % o f t h e v i s i t o r s
 U s e S m a r t Fo r m s o r s o m e t h i n g s i m i l a r t o t h a t t e c h n o l o g y
 Re m e m b e r s w h o h a s a l r e a d y c o n v e r t e d
 A u t o f i l l o p t i o n s
 Te s t d i f f e r e n t l a n d i n g p a g e s , s e e w h a t w o r k s
G o a l : C o l l e c t i n f o t h a t w i l l a i d i n t h e c r e a t i o n o f y o u r s a l e s a n d
m a r k e t i n g s t r a t e g i e s
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b

29. Field Example
 F i r s t a n d L a s t N a m e
 E m a i l
 P h o n e
 C o m p a n y N a m e
 We b s i t e
 E m p l o y e e s
 W h a t t y p e o f b u s i n e s s
 J o b R o l e
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b

30. Landing Page Examples
Learn what works best for you

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