Be a Lead Generator
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This document discusses email marketing strategies for lead generation, including creating a signature offer to entice people to opt into an email list. It recommends crafting an offer that solves a problem for the target audience. Once people opt in, an autoresponder series should be used to continue engaging with subscribers through helpful content delivered over time. The document provides examples and tools for creating optins, welcome emails, and autoresponders to build relationships through email marketing.
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Be a Lead Generator
- 1. Liz Olimpio, Founder www.LizBESocial.com Be A Lead Generator With Email Marketing
- 2. What We’ll Cover Email Marketing What makes it different from a plain old email How do we use it to create connections to people that lead to business? Signature Offer – How to craft one that helps you stand out Optin – What it is + how it is used Welcome Email – Why is it so important Autoresponder – Keep that conversation going
- 3. Personal vs Email Service Provider Personal Email Email Service Provider
- 4. Email Marketing is… A marketing asset Personal + intimate communication Higher Conversion Rate Engaging relationships through segmentation + targeted campaigns Monetate's Ecommerce Quarterly 2013
- 5. Create new list + send targeted campaign
- 6. How do you get people on your list? Offline At register With the check at end of the meal On registration forms Ask when exchanging business cards
- 7. Online – Create Signature Offer Gone are the days when people will join your email list just to receive a newsletter! You must give to get! TYPES OF OFFERS • Downloadable PDF (tips, how-to’s) • E-book • Checklists • Video • Mini training
- 8. Tips for Creating Your Offer ARE YOU A SERVICE BASED BUSINESS? Ask yourself… What’s a challenge that I can solve for my ideal audience, and how can I put that into a mini-training or a mini-giveaway so that people will find immense value from it? ARE YOU A PRODUCT BASED BUSINESS? • Creators offer mini tutorials or how to’s • Bring people into the creation story • Showcase people using the product *BONUS TIP: Offer should always give a taste of what it’s like to do business with you or what your product is like!
- 9. Offer Examples Puppy Preschool | Pooch Pawsitive: Tips for welcoming a new puppy, introducing dog to other animals & children, & a list of items you will need Type: Downloadable PDF Photo Identification & Preservation Expert | The Photo Detective: Top Tips for Preserving your photos Type: Downloadable PDF – Transcript from Q&A recording Indoor Mini Golf | Oceans 18: Free round of Mini Golf & Party Planning Checklist Type: Coupon & Downloadable Checklist
- 10. Create an offer that solves a problem Five … Space saving kitchen designs Hassle free car buying strategies Healthy weight loss plans Sane parenting strategies Ways to ride out tobacco cravings
- 11. Offer Examples
- 12. What is an Optin? Simply put, it’s just an email subscription box where someone enters their email into your email list. An opportunity for you to offer something of value that aligns with your brand to entice a potential “ideal client” to give you their email. Goal - Entice your ideal client to subscribe to your email list
- 13. Constant Contact tools to create Optin
- 14. Showcase offer through a website Optin 1. The Feature Box
- 15. More optin locations… 2. Top of sidebar 3. On your about page 4. After your blog post 5. At the footer or bottom of your site
- 17. Tools to create a well branded optin Website plugins to customize + brand your optin WordPress, Drupal, Joomla & HTML code Paid & Free
- 18. How do I deliver that offer? Welcome Email
- 19. The Welcome Email – don’t blow the first date! Welcome your subscribers and thank them for joining your community.
- 20. Why should they open your email Tell your readers exactly what type of content you will be sharing with them. State how often you will be sending your email, set clear expectations.
- 21. Make them feel safe Be sure to let your subscribers know that their email is protected * Constant Contact provides you with this statement or you can use a link at bottom to privacy policy. Get whitelisted - ask them to add your email address to their address
- 23. Deliver with a custom Facebook app • Constant Contact or Mailchimp Join My List App
- 24. Facebook post that attracts fans to your optin
- 25. Keep the conversation going After your customer signs up, downloads your opt-in offer and even, gets your product or visits your store, what’s next? A follow-up sequence is key and autoresponders are perfect for creating a follow up that enables you to continue your relationship with them.
- 26. What is an autoresponder and why do you NEED it An Autoresponder is a series of emails that get sent in the order and frequency that you decide. The Autoresponder’s most important function is to take people who are curious about what you do and turn them into raving fans and clients.
- 27. Key components of a useful autoresponder Needs to be about the reader Content has to make the reader feel like you resolved a problem for them every time they clicked through. It must establish you as the likable expert that is helping them solve problems towards a goal they want to achieve.
- 28. Tips for writing autoresponder emails Keep the content timeless. Not a substitute for the welcome email. Not too close together so they feel overwhelmed and not to far apart that they forget you. Don’t forget your personality!
- 29. Autoresponder ideas Introduce new contacts to your organization. Provide answers to frequently asked questions. Collect information about new contacts. Mini courses. Countdown to a big event. Share your expertise. Holiday promotions.
- 30. Test & tweak
- 31. Lead generation strategy components OFFER WEBSITE OPTIN FACEBOOK OPTIN WELCOME EMAIL
- 32. BESOCIAL ENTICING + ENGAGING| $715 Creation of your signature offer A system to deliver offer Customized Welcome email Optin configured on website displaying offer 3-email autoresponder (w/customized email template) Autoresponder & campaign result training See how we can work together here: www.lizbesocial.com/you-me/services/
- 33. Want to do it yourself? WWW.LIZBESOCIAL.COM
- 34. QQ && AA ((AANNDD PPLLEEAASSEE TTAAKKEE AA MMOOMMEENNTT TTOO FFIILLLL OOUUTT YYOOUURR FFOORRMM!!)) lloolliimmppiioo@@lliizzbbeessoocciiaall..ccoomm ffaacceebbooookk..ccoomm//LLiizzBBeeSSoocciiaall ttwwiitttteerr:: @@LLiizzBBEESSoocciiaall www.LizBESocial.com
Editor's Notes
- Hello, Welcome to Facebook Productivity. I’m Liz Olimpio, thank you for joining me. This video is going to last for about 45 minutes and is going to cover questions I’ve been getting about how to make Facebook a productive marketing tool for your business. For those of you that don’t know me, that’s me in the picture on the left. I’m a technical marketer who has spent the last 18 years supporting small business marketing efforts making technology easy for people to use but most importantly to benefit from. My family and friends affectionately call me a geek and really that’s what I am but a technical marketer goes more with the image you see so we’ll just go with that! But the truth is that making technology…specifically Facebook easy for small businesses to use and be successful with is what I do because I come from a family of small business owners that need to learn how to stretch their marketing dollars, especially in a tight economy. I want to empower you with the same social media skills and strategies that I have learned over the years. If you want to learn more about me you can go to my website but enough about me it’s time to get going! As we go through this presentation I encourage you to share your thoughts on my Facebook Page. If an idea hits home with you please let me know, my facebook URL is www. I think you are really going to get a lot out of this presentation whether you have a Facebook page or not because I think small businesses have a huge opportunity to leverage this free marketing tool called Facebook. Are you having a hard time starting a Facebook page for your business? Or maybe you’ve started a page but it just doesn’t seem to be doing what you would like it to do for your business….. and what exactly is that? So that’s the goal of this presentation. Maybe your Facebook page has a ton of fans but they aren’t engaging in conversation with you. Maybe you don’t have any fans yet and are trying to figure out the best way to get fans that will purchase your products and services. Because it won’t do you any good to have 100,000 fans that aren’t interested in your products. Right? You want loyal fans and customers beacuse they are the ones that are going to purchase your products & service or come to your business if you have a store front.
- In addition to the way a Facebook Page is laid out there are some other benefits to using a “Page” and that is the ability to use applications. Just below your cover image, your ‘tabs’ are now displayed as apps or views. You can have a max of 12, though only four are always on display. The first one is always Photos and cannot be moved. ‘Views’ are Facebook’s default apps or features such as Photos, Events, Likes, Notes, Map. Apps are all third party apps. These are great areas to get creative and add seamless branding, calls to action, and specials
- If you are going to have a Facebook Page then you need to have a strategy for what you want out of this page. The truth is that without a focused business strategy Facebook can be a waste of time. Have you seen the movie or read the book the “Social Network”? Then you know that Mark Zuckerberg created Facebook as a way for people to meet one another. So There are a lot of ways to put content in like photos, videos, preferences about things you like, you can play lot’s lot’s of games on Facebook. and as a business you want to leverage the immense popularity of Facebook but go beyond this personal use. This is the personal side of Facebook you don’t want to get involved with on your business time this is just for your personal time.If you are going to have a Facebook page you can’t use it for your business in the same way you use it for your personal life. You need a clear business ‘social strategy’ to be successful. Each strategy is going to be unique to your business. The strategy is the why and what part of your social media activity.Strategy seems abstract and that is why people often go directly to doing. Doing feels more like we’re accomplishing something. Curb your desire to jump right in and make some plans first. You wouldn’t write a research paper without writing an outline first would you? The First step in developing that strategy is answering this question: What is your vision of success? Imagine you’ve launched your Facebook site and it’s doing exactly what you wanted it to do. What does that success look like?Is it an increase in visitors to your website or fans to your Facebook site…or both? Do you want your newsletter sign ups to increase? Do you want more requests for quotes or leads? You need a clear vision for what your Facebook site should be doing for your business. The next step in defining your strategy is understanding who you are talking to so that you can make offers and develop a page that appeals to them. Here’s a simple way to get started: Think about one of your best customers or supporters. What would appeal to that person specifically. 2. What does your best customer/supporter new or existing want or need? What would really “WOW!” this customer/supporter? 3. What type of incentive has inspired this customer/supporter to take action in the past? 4. What is it about your business that would make this person want to refer you to their friends?5. What products or services do you provide that make your best customer/supporter’s life better? 6. Why should visitors “Like” your page?
- Now that you’re thinking with your best customer/supporter in mind, turn the answers that you developed to the questions we just went through into your message, offers and content for your page. Style is important. Write and talk as you would with a friend. Don’t try to make yourself important by using big words. Just relax and have fun light hearted conversations. Put some passion into your page but most importantly put your personality into it. The best pages have a unique personality that goes with their company or organization. So give this a little thought. If you’re a laid back surfer shop you probably want the tone of your page to be pretty relaxed and if you’re a music shop you probably donl’t want the tone to be all surfer dude talk, no offense to surfer dudes! But that would probably offend people that are serious about music. Successful Facebook Pages have thought through this process and have built pages that: intrigue and entice new customers with unique offers and content. Existing customers benefit from these offers but successful Facebook Pages also deepen relationships with customers by providing valuable responses to questions and insightful information. For example releasing What improvements you are making to your products or new services on your Facebook page earlier then it goes out to the general public is a great fan benefit. Fan’s love receiving this information first. Now if you’re a food oriented business like a cookie shop then it’s a great idea to showcase photos of your sweets. Here’s an example of a local Cookie Company promoting their Cookies . They also have a lot of yummy food photos on their page that make fans that are a mix of existing and potential customers interested in what they have to offer. Nicole, also does something unique here by popping up a photo of a pina colada and asking her fans “Does a Pina Colada Cookie sound like something YOU'D eat??” She got 16 comments and 15 likes in a few hours. This does 2 things 1) Engages your customers and prospects in conversation 2) input into product you know they like so the odds of them purchasing it go up. Often just answering questions from customers provides great conversation for your page. Be interested in what your customers have to say, ask questions. Many times being interested is far more valuable then being interesting. Customers can provide great feedback and direction on new products and services.
- A second strategy is to invite friends to like your page. This is similar to getting a few of the cool kids to like you. Now this is only going to work of course if your business is something that appeals to them like a restaurant or hair salon or something probably service oriented. So choose who you are suggesting your page to wisely Once you get a few of them to like you and others see that like on their wall or in their news feed then more may say “hey so and so likes that company so I am going to check them out”. That’s called social proof. It’s very similar to walking up to a group of restaurants and seeing two restaurants side by side, one with a line and one with no line and deciding that the one with the line must have much better food so you choose that one to eat at. People seem to follow others and that’s the principle you are trying to feed off of here.
- Our most popular package for building your email list with Facebook
- What questions do you have?SPEAKERS – YOU CAN CHANGE THE COACH NUMBER TO YOURS IF YOU ARE SET UP TO HANDLE THEM. (Also, please help us continue to improve these sessions by filling out the form…) [click to build] if you’re looking for more help, don’t hesitate to call one of our fantastic coaches…they’re eager to help and make things work for you. [click to build] if you haven’t been using email marketing, but are ready to get started and to make it a part of your marketing mix, visit ConstantContact.com to get started today. Finally, feel free to reach out to me with other questions you might have. Thank you!