If you’ve ever seen the movie Paul Blart: Mall Cop, you know how seriously he took his job as a security guard at a shopping mall. With all the noise in the marketing world these days, your customers and prospects are just as serious about protecting their email addresses. Once you’ve delivered enough valuable content to get someone to trust you with his or her email, you should be just as serious about protecting their email and give your target market what they want. Because email marketing is the backbone of digital marketing
Email marketing is NOT about “blasting” your email list. It’s about creating custom content that your prospects or customers can use. For example, say you’re a real estate agent and you got a bunch of people to opt-in to your list with a 10 Step Guide to Finding the Perfect Home. Now you have a few hundred emails. What next? Please don’t send an email blast to them offering your services and how low your commission rates are. Send them something custom, that they can use. Perhaps you could send them a 10 Step Guide to Financing Your Perfect Home.
Once you’ve built enough trust and shown yourself to be an expert in the space, who do you think they’re going to call when they need a real estate agent to help them find a home?
Email Marketing is the Backbone of Digital Marketing
What does that mean exactly? It means that because people guard their emails so heavily, obviously there is tremendous value in them giving you permission to email them.
Once you’ve gained access to a remarkable content marketing plan, keep the momentum going. Your on-going email marketing strategy is the backbone of your digital marketing that will keep your prospects and customers connected to your brand. Email is also a direct link to someone. That’s why it’s so important for you to deliver custom content in context.
Content Marketing is the Blood of Digital Marketing
Perhaps to be more specific, content marketing is not just about the content, it’s also about the context. Context marketing is the next level of content marketing because you are giving the right content, at the right time, to the right person.
You’re now in a relationship with each subscriber to your email list. Just like any successful relationship, you have to nurture it and continue to provide value. You need to improve their lives in some way by giving them something that’s useful (and of course related to your product or service)
Step 1: Know Your Target Market. You should understand them inside and out. What is the day like for your ideal customer? What do they need? Are there any problems you can help them solve?
Step 2: Create a Content Plan Calendar. You can save a lot of time if you have a plan that consistently delivers that valuable content.
Step 3: Create Remarkable Content. I said it before. Give information to your ideal customer that is customized to their needs and solves a problem they are having.
Step 4: Have a Call-to-Action in Every Email. That doesn’t mean you sell in ever email. In fact, you should probably only ask for a sale (a sale could be an appointment, actual offer to buy, etc.) only once or twice every 5 or 6 emails you send out.
Step 5: Follow Up. Rule #1 of sales = Follow Up. Rule #2 = Never forget rule #1. If a prospect is responsive, make sure they get what they’re asking for.
Step 6: Track. This isn’t really the last step but should be done throughout the process. It’s easy to track the results of the emails you send with email marketing tools. Use these tools to see what’s working and what’s not. Then adjust accordingly.
This is a very simple (perhaps over-simplified) guide to email marketing and how important it is to your business. So be more like Paul Blart and take email marketing and content marketing seriously. It’s the backbone of your digital marketing strategy.
To your continued success,