This is the second episode in a three part series on autoresponder strategy. As we've discussed, how you take advantage of email marketing can make or break your online business. Do you have a game plan for how to manage your email subscribers and the content that you will provide them over the coming months and years? In episode 148, I discussed some key fundamentals. In this episode, we discuss my strategy for implementing lead magnets and the corresponding content..
Autoresponder Strategy Show Notes
A quick recap from our last episode — we have talked about these four items:
- Fundamentals Matter – Do email marketing right.
- Know Your Why – Know why you are doing what you are doing so you can match offers with buyers.
- What is your Offer – Find people who are in need and match them with something which will make their lives better.
- Enable Your Business Model – Your email marketing has to live at the intersection of Give Street and Take Street. This is what I call Lopsided Value.
Let’s pick it up from here –
Affiliate marketing works and the simpliest, most basic strategy is mentioning a product, sharing a link and then making commissions out of that via blog posts, podcasts or the like. But a better strategy is one which relies on email marketing. In this channel, you can capture your audiences’ email list and thereby would be able to repeat the cycle every time you deliver more valuable content where you can arrange a call to action afterwards. You can keep your audience engaged and will be able to maintain a relationship where an exchange happens: you deliver value over to them and they, in turn, can give back to you in the form of affiliate commissions.
An advance email marketing tactic that I want to introduce over to you involves having lead magnets with topics which are very, very specific. Once you get your generic funnel in place, you can start setting up branches or other entry points and you can implement this via Convert Kit as it supports the idea of tags. You can also create landing pages on particular topics then drive Facebook ads to this landing page, and give an email sequence specific to this before I transition you to the generic sequence. This is possible in Convert Kit as it treats people as subscribers and it understands information about the subscriber.
Please see the flowchart embedded in the slide presented below to get a clearer, visual version but the main idea is that if you have an email provider which supports something like tagging and sequences which are based on how a subscriber is tagged and identified, you can start segmenting your list and deliver specific content which is laser targeted at exactly what the person is interested in at the time when they visited your site. This is the fundamental idea that you need to implement in your business as the conversion rate for offering something which is directly relevant to a person is much higher than the conversion rate of generic lead magnets.
You need to remember though that this takes time so it is important to keep realistic goals in implementing high end email sequences. Setting unrealistic expectations will leave you distraught. Make out a blueprint and put this in paper and be persistent. The content itself not a business so have a strategy for matching offers with buyers and the best way to do this is email marketing done the right way with a tool like Convert Kit.
Links Mentioned In This Episode Autoresponder Strategy
Want to follow along with this episode? I've prepared some great slides for you.
- Convert Kit Autoresponder (Free Trail if still available)
- Rate this podcast on iTunes
- Pat Flynn's income reports
- Podcast Dallas
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Autoresponder Strategy Episode Transcript
This is a continuation of Episode 148. Again, the slides that go along with this presentation are available at LateNightIM.com/149, which is the URL for the show notes of this episode. You can also find the previous episode and the same slides at LateNightIM.com/148.
If you’re just joining us on Episode 149 and it’s the first time you’ve ever listened, welcome. I’m really glad to have you. My name is Mark Mason, coming to you from the little studio in Dallas, Texas. We’re talking about internet marketing, affiliate marketing, and email marketing. I strongly encourage you to jump back and catch Episode 148 prior to listening to this Episode 149. But, welcome and I’m really glad to have you.
The rest of you will remember that we talked about the goal for this episode, which was to give you a clearer picture of what it takes to make money from your internet business using email marketing. We talked about the amazing shortstop from the Cincinnati Reds, Barry Larkin, and how he feels that fundamentals are key to professional success. We made the argument that email marketing is one of those fundamentals.
Another one of the fundamentals is understanding what businesses actually do. We said that they match offers with buyers and that was a fundamental thing that you needed to do. And that the best place for you to build your business was at the intersection of Give Street and Take Street, where Give Street was this huge big avenue with lots of traffic and big trucks full of value and Take Street was this tiny little side street that you occasionally went down when you made offers to people. Even those offers were so fantastic and had so much value on their own that it would probably be okay even if that was the only content that you provided.
Then we talked about affiliate marketing as an example of one of the offers that you might match buyers with. We talked about Pat Flynn as an example of somebody who is crushing it with affiliate marketing. We talked about the fact that he made $71,000 in the month of May.