Ron Swanson from the TV show Parks and Recreation gets many things right, but he would not be good at marketing. The key to effective email marketing (or any marketing for that matter) is to know your target market. You need to know exactly who you’re talking to.
Your business should be interested and care about the people you are targeting. Who are they? What’s their daily life like? Find out their struggles. What are they interested in? What problems are they having and what do they need?
The first step is to develop a customer profile of your ideal customer. You can start with demographic information: This may include age, gender, location, ethnic background, marital status, income, and more.
Then go on to psychographic information: This type of information goes beyond the basic demographic information and identifies more about a customer’s psychology, interests, hobbies, values, attitudes behaviors, lifestyle, needs and more.
Funny Mr. Swanson, but don’t be like this if you want more leads
Once you know who your ideal customer is and what they need, then you have the keys to the kingdom. The next step is to create a lead magnet or what Seth Godin calls “bait” in his book Permission Marketing. The point of a lead magnet is to offer something extremely valuable. And in exchange for that value you get contact information and their permission. The best way to do that is to create remarkable content that attracts them to you so they will want to hear from you regularly.
Why is this so important? If you do it right, you can expect about 10% to 30% of your visitors to give you their contact information (a much better result that you would have had otherwise).
Effective email marketing automation questions to ask your ideal customer
(it is critical to know what your target market wants)
- What can you offer that will make their lives easier?
- What can you offer that’s valuable and attractive?
- How can you make their lives better?
Click on the link for more information on what to do next and how to mine gold with email marketing.
To your continued success,