I would love to get going in email marketing, but I don’t have a list. I don’t think buying is a good idea. How do I build up a list?
– R.L., Accountant
1. The Free Giveaway. This is the most common list building technique. Give away something of value in exchange for someone’s email address. Make sure that this giveaway is 1) relevant to your expertise 2) not a piece of fluff material. Really spend some time thinking about what would provide value to your audience. For example, 10 Ways to Save on your Taxes or 10 Things to Look for When Shopping for an Accountant. Keep the selling or bias out of it.
2. Appeal to Collaborators. As an Accountant, look at who else serves your market or audience. Attorneys? Human Resource Consultants? Find someone who serves the same audience as you do, and approach them about providing value for their clients. Example: “Hey Joe, you know tax time is right around the corner, do you think your clients might enjoy an article I wrote on smart tax planning for your business? I’d be happy to mail it out myself.” This article should not be a selling piece, but an educational piece. At the end of the article, you should include a bio with a link to your landing page. You can also substitute a talk for an article. At the end of a talk, you offer your giveaway in exchange for an email address (or business card).
3. Add Video. Video can really boost conversion rates dramatically. Whenever possible and relevant- tie in video. To learn more about online video, check out Dave at Web Video University.
4. Encourage Forwards. When you do send out content, always invite your subscribers to forward it along to a friend who could use the information.
5. Social Media Marketing. Saving the best for last! Social networking sites are a great way to attract people to your content by your content for more of your content. Did I mention that valuable content is the way to go when building your list? While people may be bombarded by information, they STILL seek it out. The only difference is that they seek it out when they want it and how they want it. So, your job is to always keep putting out fresh, useful, and relevant content. People will find it. This in itself is a great way to grow your list.
Best of Luck!
– Shama Hyder