The document discusses the importance of building a loyal customer list as a foundation for successful marketing strategies, emphasizing segmentation, customer communication, and employing various forms of engagement. It covers strategies like offering incentives, creating referral programs, and leveraging landing pages to effectively capture leads and enhance customer retention. Overall, it stresses the significance of understanding customer demographics and tailoring communications to meet diverse needs, which ultimately boosts business success and growth.

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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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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b

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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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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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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