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In the next episode of this series, we’re going to be talking about some product launch email strategies for staying in touch with your existing subscribers. But while that’s a very good idea, you don’t want to only focus on your existing subscribers with a product launch. You also want to focus on acquiring new ones!
That’s where content marketing comes in.
In addition to engaging with your existing subscribers over email, you also want to be creating content that markets your launch.
These pieces of content are what will bring in new prospects who eventually become email subscribers, who eventually become customers.
Ideally, these pieces of content you’re producing are so valuable that people are incentivized to share them with their audiences.
Think about the kind of content you share with your audience. What are the scenarios where you share a piece of content that is not your own? It has to be really valuable, right?
The kinds of content people share is content that makes them look good in the eyes of their audience.
We all want to be seen as sources of good material—whether that’s our own or simply others’ content that we curate.
It’s an expression of our taste. If the content we share is good, then by proxy, our taste is good. You want to create content that when shared, it makes the people who share it look good.
The Goal: Email Subscribers
The ultimate goal with creating content needs to be getting email subscribers.
If you’re not yet sold on using email to sell, you need to get on board. If you’re only using social media to try to sell your product, you’re going to have a hard time.
Here’s why: engagement on Twitter is between 1% and 2%. That means for every person you see with a thousand followers, only 10 of them click the links they tweet. For ever person with 10,000 followers, they’re getting 100 clicks on their links. That is an utterly abysmal engagement rate. YouTube clickthrough rates to your website also hover around 1%.
Compare this to email engagement. It’s very easy with a modest-sized list to get an open rate of 50% or more. Even with lists in the five-to-six figure range often get 20% to 35% open rates.
What that means is you are going to get at least 20x the number of people in email to see your content than you will on Twitter.
If you have a 50% email open rate, that means with a mere 200 subscribers, you’re getting more people to look at your content than someone with 10,000 Twitter followers is.
Think about how huge that is. Even with my 80,000-follower Instagram account and 15,000-follower Twitter account, and 14,000-follower Facebook account and 20,000-follower Dribbble account, historically 80% of my launch revenue has come from email. This is why you must get people on your email list. How do you do this with content?
Post Native Content, Point it to Your Site
While the goal is getting people to subscribe, that doesn’t mean you can’t use social media to get people there.
Remember the list of questions you have from Part 2 of this series? That is your source list for content creation.
Create content in response to the most popular questions you received from existing subscribers in email. This way, you know it’s going to resonate with your audience on social media.
Post the content natively, but inside the content itself, point people to your site and tell them to go sign up. Mention your lead magnet by name and explain they get it when they sign up.
When it comes time to launch, you still want to post about your launch on social media, but you’ll be lucky if even 20% of your revenue comes from those posts—even if you have over 100,000 followers.
The bulk of your customers will buy from email, so your goal in the ramp-up phase is to get people to subscribe where you can continue to build the relationship and establish trust by sending valuable content in the six months leading up.
Having people on an email list also ensures they don’t miss the launch when it happens.
Social media is very noisy and you can’t expect people to notice when you post an announcement.
In email, you have the opportunity to build deeper relationships with people and provide great value over a long period of time. This gives you the right to promote your launch when it happens and be able to do it without people even getting upset that you’re promoting.
We’re going to talk more about this process of promotion and using emails strategically to position yourself as someone who people know is going to provide great value.
I used to think daily emails were bad until I learned the right way to do them. In the next episode, I’m going to tell you how to get people addicted to opening your emails every day and how I had people telling me they couldn’t wait to check their inbox in the morning, and begged me not to stop.