Posted by lkolowich
You just ran what you thought was a really promising conversion test. In an effort to raise the number of visitors that convert into demo requests on your product pages, you test an attractive new redesign on one of your pages using a good ol’ A/B test. Half of the people who visit that page see the original product page design, and half see the new, attractive design.
You run the test for an entire month, and as you expected, conversions are up — from 2% to 10%. Boy, do you feel great! You take these results to your boss and advise that, based on your findings, all product pages should be moved over to your redesign. She gives you the go-ahead.
But when you roll out the new design, you notice the number of demo requests goes down. You wonder if it’s seasonality, so you wait a few more months. That’s when you start to notice MRR is decreasing, too. What gives?
Turns out, you didn’t test that page long enough for results to be statistically significant. Because that product page only saw 50 views per day, you would’ve needed to wait until over 150,000 people viewed the page before you could achieve a 95% confidence level — which would take over eight years to accomplish. Because you failed to calculate those numbers correctly, your company is losing business.
Miscalculating sample size is just one of the many CRO mistakes marketers make in the CRO space. It’s easy for marketers to trick themselves into thinking they’re improving their marketing, when in fact, they’re leading their business down a dangerous path by basing tests on incomplete research, small sample sizes, and so on.
But remember: The primary goal of CRO is to find the truth. Basing a critical decision on faulty assumptions and tests lacking statistical significance won’t get you there.
To help save you time and overcome that steep learning curve, here are some of the most common mistakes marketers make with conversion rate optimization. As you test and tweak and fine-tune your marketing, keep these mistakes in mind, and keep learning.
Equating A/B testing with CRO is like calling a square a rectangle. While A/B testing is a type of CRO, it’s just one tool of many. A/B testing only covers testing a single variable against another to see which performs better, while CRO includes all manner of testing methodologies, all with the goal of leading your website visitors to take a desired action.
If you think you’re “doing CRO” just by A/B testing everything, you’re not being very smart about your testing. There are plenty of occasions where A/B testing isn’t helpful at all — for example, if your sample size isn’t large enough to collect the proper amount of data. Does the webpage you want to test get only a few hundred visits per month? Then it could take months to round up enough traffic to achieve statistical significance.
If you A/B test a page with low traffic and then decide six weeks down the line that you want to stop the test, then that’s your prerogative — but your test results won’t be based on anything scientific.
A/B testing is a great place to start with your CRO education, but it’s important to educate yourself on many different testing methodologies so you aren’t restricting yourself. For example, if you want to see a major lift in conversions on a webpage in only a few weeks, try making multiple, radical changes instead of testing one variable at a time. Take Weather.com, for example: They changed many different variables on one of their landing pages all at once, including the page design, headline, navigation, and more. The result? A whopping 225% increase in conversions.
When you read that line about the 225% lift in conversions on Weather.com, did you wonder what I meant by “conversions?”
If you did, then you’re thinking like a CRO.
Conversion rates can measure any number of things: purchases, leads, prospects, subscribers, users — it all depends on the goal of the page. Just saying “we saw a huge increase in conversions” doesn’t mean much if you don’t provide people with what the conversion means. In the case of Weather.com, I was referring specifically to trial subscriptions: Weather.com saw a 225% increase in trial subscriptions on that page. Now the meaning of that conversion rate increase is a lot more clear.
But even stating the metric isn’t telling the whole story. When exactly was that test run? Different days of the week and of the month can yield very different conversion rates.
For that reason, even if your test achieves 98% significance after three days, you still need to run that test for the rest of the full week because of how different conversion rate can be on different days. Same goes for months: Don’t run a test during the holiday-heavy month of December and expect the results to be the same as if you’d run it for the month of March. Seasonality will affect your conversion rate.
Other things that can have a major impact on conversion rate? Device type is one. Visitors might be willing to fill out that longer form on desktop, but are mobile visitors converting at the same rate? Better investigate. Channel is another: Be wary of reporting “average” conversion rates. If some channels have much higher conversion rates than others, you should consider treating the channels differently.
Finally, remember that conversion rate isn’t the most important metric for your business. It’s important that your conversions are leading to revenue for the company. If you made your product free, I’ll bet your conversion rates would skyrocket — but you wouldn’t be making any money, would you? Conversion rate doesn’t always tell you whether your business is doing better than it was. Be careful that you aren’t thinking of conversions in a vacuum so you don’t steer off-course.
One of the biggest mistakes I made when I first started learning CRO was thinking I could rely on what I remembered from my college statistics courses to run conversion tests. Just because you’re running experiments does not make you a scientist.
Statistics is the backbone of CRO, and if you don’t understand it inside and out, then you won’t be able to run proper tests and could seriously derail your marketing efforts.
What if you stop your test too early because you didn’t wait to achieve 98% statistical significance? After all, isn’t 90% good enough?
No, and here’s why: Think of statistical significance like placing a bet. Are you really willing to bet on 90% odds on your test results? Running a test to 90% significance and then declaring a winner is like saying, “I’m 90% sure this is the right design and I’m willing to bet everything on it.” It’s just not good enough.
If you’re in need of a statistics refresh, don’t panic. It’ll take discipline and practice, but it’ll make you into a much better marketer — and it’ll make your testing methodology much, much tighter. Start by reading this Moz post by Craig Bradford, which covers sample size, statistical significance, confidence intervals, and percentage change.
Just because something is doing well doesn’t mean you should just leave it be. Often, it’s these marketing assets that have the highest potential to perform even better when optimized. Some of our biggest CRO wins here at HubSpot have come from assets that were already performing well.
I’ll give you two examples.
The first comes from a project run by Pam Vaughan on HubSpot’s web strategy team, called “historical optimization.” The project involved updating and republishing old blog posts to generate more traffic and leads.
But this didn’t mean updating just any old blog posts; it meant updating the blog posts that were already the most influential in generating traffic and leads. In her attribution analysis, Pam made two surprising discoveries:
Why? Because these were the blog posts that had slowly built up search authority and were ranking on search engines like Google. They were generating a ton of organic traffic month after month after month.
The goal of the project, then, was to figure out: a) how to get more leads from our high-traffic but low-converting blog posts; and b) how to get more traffic to our high-converting posts. By optimizing these already high-performing posts for traffic and conversions, we more than doubled the number of monthly leads generated by the old posts we’ve optimized.
Another example? In the last few weeks, Nick Barrasso from our marketing acquisition team did a leads audit of our blog. He discovered that some of our best-performing blog posts for traffic were actually leading readers to some of our worst-performing offers.
To give a lead conversion lift to 50 of these high-traffic, low-converting posts, Nick conducted a test in which he replaced each post’s primary call-to-action with a call-to-action leading visitors to an offer that was most tightly aligned with the post’s topic and had the highest submission rate. After one week, these posts generated 100% more leads than average.
The bottom line is this: Don’t focus solely on optimizing marketing assets that need the most work. Many times, you’ll find that the lowest-hanging fruit are pages that are already performing well for traffic and/or leads and, when optimized even further, can result in much bigger lifts.
When it comes to CRO, process is everything. Remove your ego and assumptions from the equation, stop relying on individual tactics to optimize your marketing, and instead take a systematic approach to CRO.
Your CRO process should always start with research. In fact, conducting research should be the step you spend the most time on. Why? Because the research and analysis you do in this step will lead you to the problems — and it’s only when you know where the problems lie that you can come up with a hypothesis for overcoming them.
Remember that test I just talked about that doubled leads for 50 top HubSpot blog posts in a week? Nick didn’t just wake up one day and realize our high-traffic blog posts might be leading to low-performing offers. He discovered this only by doing hours and hours of research into our lead gen strategy from the blog.
Paddy Moogan wrote a great post on Moz on where to look for data in the research stage. What does your sales process look like, for example? Have you ever reviewed the full funnel? “Try to find where the most common drop-off points are and take a deeper dive into why,” he suggests.
Here’s an (oversimplified) overview of what a CRO process should look like:
As you go through these steps, be sure you’re recording your hypothesis, test methodology, success criteria, and analysis in a replicable way. My team at HubSpot uses the template below, which was inspired by content from Brian Balfour’s online Reforge Growth programs. We’ve created an editable version in Google Sheets here that you can copy and customize yourself.
Don’t forget the last step in the process: Conduct a follow-up experiment. What can you refine for your next test? How can you make improvements?
One of the most important pieces of advice I’ve ever gotten around CRO is this: “A test doesn’t ‘fail’ unless something breaks. You either get the result you want, or you learned something.”
It came from Sam Woods, a growth marketer, CRO, and copywriter at HubSpot, after I used the word “fail” a few too many times after months of unsuccessful tests on a single landing page.
What he taught me was a major part of the CRO mindset: Don’t give up after the first test. (Or the second, or the third.) Instead, approach every test systematically and objectively, putting aside your previous assumptions and any hope that the results would swing one way or the other.
As Peep Laja said, “Genuine CROs are always willing to change their minds.” Learn from tests that didn’t go the way you expected, use them to tweak your hypothesis, and then iterate, iterate, iterate.
I hope this list has inspired you to double down on your CRO skills and take a more systematic approach to your experiments. Mastering conversion rate optimization comes with a steep learning curve — and there’s really no cutting corners. You can save a whole lot of time (and money) by avoiding the mistakes I outlined above.
Have you ever made any of these CRO mistakes? Do you have any CRO mistakes to add to the list? Tell us about your experiences and ideas in the comments.
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Author: Stacey Thornberry
We all make mistakes. Really. Even perfectionists (aka the personality type that’s typically drawn to the field marketing profession). But my motto is, “it’s not a mistake unless you DON’T learn from it” (and then do it again…). So, you’re welcome in advance. I’m going to help you learn from others’ mistakes so you don’t have to make your own.
Here are three of the biggest mistakes that field marketers make—taken from my own experience and friends/colleagues who have been honest enough to share:
A common misperception of field marketing is thinking that it’s all about events. Yes, field events are a piece of the field marketing success matrix, but your value is SO much more to your company. You should see yourself, and attain visibility for yourself, as a true partner of your sales organization.
Here at Marketo, our field marketing is responsible for the creation and development of demand through a combination of business processes, integrated marketing campaigns, and sales tools/programs. We execute on that by aligning and supporting the field to promote Marketo offerings, and ultimately add new customers and increase the share of wallet. We also help the field focus on targeted, higher value/strategic deals. Our mantra is ‘quality over quantity’.
See? Field marketing is much more than just field events…not to deny the importance and value of actual field events.
Jargon is hard to learn in any industry and role. But, learning the terms that your sales partners use is extremely important. You cannot convey your value or your desire to collaborate unless you reach them at their level.
Ensure you know and understand some key sales terms in order to speak their language and show that you truly understand their perspective. In a meeting and don’t know an acronym that comes up? Find an opportunity to sneak onto the web to search for it, or bravely admit that you’re learning and ask for clarification. True partners will value your desire to learn!
As a bonus, here are a few important sales terms to get you started:
If you’re doing marketing right, then you’re tracking the performance of your programs. If this raises an alarm bell for you, it’s time to start evaluating some marketing technology to help you out.
For the sake of argument, ,let’s assume you have the right technology to help you understand the value of your programs. Don’t make the error of just uploading your leads and then letting it go. Make sure you’re entering everyone into your system AND managing for accurate attribution. In the end, you want to be able to report out on your programs regarding:
Set standards for yourself of what a successful program is for your company. Is it a cost-to-pipeline ratio of 5x? Is it 2 net new opportunities resulting from your program? Is it 15% new names into your system? Figure out the right fit for your business, and remember: it could be multiple goals.
Sounds like a lot of work, right? Well, if you don’t, you could make one of the biggest mistakes—re-running poorly performing programs. Review your data regularly, interpret what it’s telling you, and create repeatable, revenue-driving programs instead of executing on ideas that “sound good.” Move away from the fluffy feel-good sales programs and invest in those that will drive your business forward!
If you thought these mistakes to avoid were helpful, this is just the start. Join me for a deeper dive of these mistakes plus five more in my webinar, The 8 Biggest Mistakes Field Marketers Make (and How to Avoid Them)—Monday, May 22 at 10AM PT/1PM ET.
Better to learn from others’ mistakes than to make your own. Any other field marketers over there have some hot-ticket mistakes they’re willing to share?
3 Mistakes Field Marketers Make (And, How to Avoid Them) was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com
Is your blog struggling to keep, or even get, subscribers?
You spend HOURS, DAYS, or MORE researching, writing awesome posts, crafting stellar headlines… and nada. Your subscriber list is holding steady at stagnant.
If you’re struggling to grow your blog beyond your friends and family, chances are, you’re making one of these six mistakes.
Even if you’re writing amazing content – Pulitzer Prize worthy writing – very few people will pay you any mind while you continue to make these six errors.
Let’s fix that, shall we? Once you fix these issues (especially #2 and #4) you’ll not only start getting subscribers — but you’ll be adding them FAST!
Here are the top six reasons you’re not getting blog subscribers and how you can solve them to get more blog subscribers:
A blog is a channel.
It’s a marketing channel, not a product or a service people can buy.
In order to pick up subscribers, your blog needs to make a relevant offer to your target audience.
Your blog is a way to make people aware of the product(s) or service(s) your business offers.
Think about what you can offer people, and use your blog as a means to make your offer to your target audience by including a call-to-action (CTA) in the blog’s body.
Consider including a CTA in your blog like the slide-in CTA from Neil Patel’s blog…
Or the pop-up CTA from HubSpot…
Or a CTA offer within the article itself, as we do in this post…
So, what do you sell?
Through products and services, you’ll acquire leads/subscribers.
If you want subscribers, you need to make a Lead Magnet Offer – an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.
You’re all familiar with Lead Magnets. They’re the pop-ups and on the sidebars of websites you visit that ask for your contact information.
Here’s a terrible (but common) example of an opt-in that is intended to build blog subscribers…
The problem with this opt-in box is that there is no SPECIFIC, COMPELLING offer.
What does it mean that I will get exclusive articles, downloadable ebooks, and geeky trivia? I don’t see how these offers solve a problem for me.
If you want subscribers, then your blog NEEDS a Lead Magnet that calls out to your audience and offers them specific value if they opt in.
When you tell someone you will solve a specific problem they have in exchange for their email, then you have a compelling reason for them to subscribe.
Solving this problem can be as simple as giving them quality, relevant information that educates them — as a free Lead Magnet.
Once you’ve gathered their contact information, you can make your subscribers relevant offers to products/services you sell. So, in that sense, subscribers and leads are the same thing.
At DigitalMarketer, we have Lead Magnets for almost every product we sell.
For example, we created a Lead Magnet for our blog called the Ultimate Social Media Swipe File. This page converts over 50% of the people that visit it into leads/subscribers. It has generated over 300,000 leads for DigitalMarketer over the last two years.
When people opt in, they are directed to this landing page (we’ll have more on how landing pages can help you get subscribers in a moment)…
We offer this Lead Magnet to people visiting blog articles about social media. The Ultimate Social Media Swipe File Lead Magnet has generated ~350,000 leads through email, search, social media, and paid traffic:
Create a compelling Lead Magnet with a specific, compelling offer and watch your subscribers soar.
(NOTE: Need Content Marketing training? See DigitalMarketer’s Content Marketing Specialist training and certification program by clicking here.)
Once a person has opted in to your Lead Magnet, make them a low dollar offer known as a Tripwire Offer.
Tripwire Offers are similar to flash sales; you offer one of your products or services at an incredible price. The price will often be at cost, or possibly less, like the example below…
Keep in mind, a Tripwire is not intended to be profitable. A Tripwire is trying to…
And once these new customers have made their first purchase with you, they’re likely to buy from you again – provided they had a good experience and got value from their purchase.
Let’s look at the math behind how a Tripwire offer will liquidate the cost of acquiring new subscribers and allow you to generate subscribers at scale.
In other words, here is how you start getting 100 subscribers a day instead of 100 subscribers a month.
Check out the video below, an excerpt from our Execution Plan: The Tripwire Offer: The 18-Step Customer Acquisition Strategy, to understand the numbers behind a Tripwire offer so you can scale:
(Liked this video? You can find the entire lesson in DigtialMarketer Lab and learn how to build Tripwire Offers with our Tripwire Execution Plan. Not a DigitalMarketer Lab Member? Start your trial for just $1.)
But it’s not enough to have Lead Magnets and Tripwire Offers on your blog…
Your Lead Magnets and Tripwire Offers should have their own dedicated landing page, also known as a squeeze page. Here’s an example:
There is a HUGE difference in conversion rate between traffic that is driven to a homepage or blog post and traffic that is driven to a squeeze page. Squeeze pages are far more effective at converting than your homepage.
What does far more effective mean?
We’re talking as low as 1% conversion rate to a Lead Magnet on a homepage or blog post sidebar and north of 60% conversion rate on a dedicated landing page.
Homepages and blog post pages are distracting.
There are SO MANY different places a person can click on your homepage, from your About Us section to Products Page. People will get “shiny object syndrome” and become less likely to opt-in.
For instance, take a look at the screenshot of Shopify’s homepage below:
There are TWELVE different places a visitor can click on this homepage – and that’s just above the fold. In fact, there are 82 (yes, I counted) points a visitor can click and interact with Shopify’s homepage. This could easily lead to their email opt-in getting lost or forgotten by a user.
(By the way… there’s nothing wrong with the homepage having 82 different actions you can take — that’s what homepages are for! )
Your blog post can sidetrack a lead just as easily as your homepage. There’s content to read, links to other resources to click, videos and images to consume, etc.
All of this can distract a prospect from opting in.
But a dedicated squeeze page has far fewer distractions to cause a lead to wander. A squeeze page only has two choices: opt in or leave.
Case in point, this landing page from Shopify that only has two places to click…
Far few distractions.
Now, I’m not advocating that you eliminate sidebar banner opt-ins on your homepage or blog post pages and that you exclusively use squeeze pages.
There’s no reason not to have a sidebar opt-in, but it will not convert at the same success rate as a dedicated squeeze page. Not even close.
So, use both, and generate more leads.
…and sending it to your blog or your landing pages.
Once you’ve built Lead Magnets, Tripwire Offers, and landing pages, you want to buy traffic and drive it directly to your blog, or to one of your offer landing pages.
You will gain more leads, at a far quicker rate, when you buy traffic, allowing you to scale.
(RELATED PODCAST: Episode 20: 5 Ways to Scale Paid Traffic Campaigns.)
And finally, when people come to your site and consume your content they are effectively raising their hand and saying they’re interested in this topic.
Through the contact information you’ve gathered from your Lead Magnets and Tripwire Offers, people who have shown interest in your blog content could be retargeted.
Retargeting can be very effective because it keeps your brand top of mind and reminds people of the quality content and offers you have.
If you have a Lead Magnet, a Tripwire, and a landing page, and you are scaling up by buying traffic, start looking at retargeting to really ramp up the number of subscribers that you’re getting to your blog.
Start by addressing Mistake #1, Thinking Your Blog is a Business, and work your way down the list. Correcting these six mistakes will help you generate more leads, subscribers, and ultimately, revenue.
(NOTE: Need Content Marketing training? See DigitalMarketer’s Content Marketing Specialist training and certification program by clicking here.)
The post Want to Grow Your Blog Subscribers Fast? Fix these Six Mistakes (Especially #2 and #4) appeared first on DigitalMarketer.Read More
Author: Hally Pinaud
Creating and maintaining buyer personas has been an important task in every role I’ve held as a marketer. Why is that? Personas–when built and used correctly–are a very effective way to channel real empathy for your buyers. That empathy makes it easier to drive winning strategies across the customer lifecycle through campaigns, content, nurture paths, account plans, and sales collateral.
They also happen to be one of the things I speak with our customers about most frequently–hence this blog post! So, whether you’re looking to create your first persona or double-check your approach, here are four things that can limit the impact of your personas:
Have you spoken with your personas lately? No, I’m not talking about some kind of weird, talking-to-a-PDF kind of activity. I mean, have you interviewed the people who would correspond to each persona’s defining factors, specifically to validate that persona? From what I’ve observed, this is one of the most common mistakes when it comes to creating personas.
These “lab grown” personas stem from assuming you know your personas well enough without external validation. Maybe because your organization is pretty open and you have good proximity to prospects and customers. Or maybe you’ve lived in the persona’s shoes yourself (this is a big one–it’s something I struggle with here at Marketo). Lived experiences are valuable, but me, myself and I is a limited and biased sample. Customer and prospect pools are inherently exclusionary.
Luckily, it’s easier to fix than you think: send out some emails and set up some 30-minute interviews. Start with a handful of people–a mix of customers, prospects, and total strangers who look like your persona–and ask them about the details your persona documents. Pro tip: It can be tough to find willing strangers to interview, but a combo of colleagues’ networks, LinkedIn InMails, and $50 Amazon gift cards will get you anywhere.
Hey there, persona hoarder. I see you. You made that great persona and you’re using it to drive your messaging and marketing programs, aren’t you? But have you walked your demand generation team through the persona they’re creating nurture programs for? What about sales or customer success? Have you printed it out so they can tape it to the inside their decks like a Leonardo DiCaprio poster circa 1997? (Always an option.)
Your customer-facing colleagues need to exercise those empathy muscles to do their jobs well. If you aren’t sharing your fresh, validated persona knowledge, they’re going to make it up as they go. So, train and retrain on buyer personas often. Ensure they’re easy to find among your internal content resources and welcome questions, contributions, and ideas from folks who deal with these people each and every day. Personas should make us all better at what we do.
A lot of marketers characterize their personas with photos or names. To be clear, those details can be a good thing. It helps humanize a generalized portrait of your buyer and makes it easier for folks on your team to use a persona as a reference point. For example, “Would Emily the Email Specialist want to read this blog post? What tone would she respond to?” The problem I have is when those details run amok.
Emily has a French Bulldog. She drives a Jeep Liberty. She only reads People Magazine when she gets her hair done.
Really? Do those details help your team make better decisions about how to reach Emily? Maybe, if you sell dog sweaters or hair products. Otherwise, elevate your persona details to focus on what will drive business outcomes and catch yourself before you get carried away on the nitty gritty when it doesn’t.
This is an easy one: update your personas! Revisit them every quarter or two, especially if they’re critical personas like a budget holder or key decision-maker. Yes, we’re busy as marketers, but if your personas haven’t been touched since they were researched during the last Winter Olympics, your hopelessly out-of-date Rip Van Persona might not be helpful anymore. In fact, it may be causing more harm than good–buyers’ challenges, goals, and trusted resources can evolve rapidly in the digital age.
4 Big Mistakes You Might Be Making with Your Marketing Personas was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com
This is an excerpt from my book, Invisible Selling Machine. I wanted to share it here on the DigitalMarketer blog because I think EVERYONE needs to hear this rant.
Want a copy of this rant for yourself? Swipe the PDF here.
According to Fortune Magazine, the average person receives 147 emails per day.
Remember the early days of email? People logged into their AOL accounts and smiled with excitement when they heard that familiar voice say:
“You’ve got mail!”
Today, we’re drowning in email with billions of messages hurdling through cyberspace on a daily basis. And it won’t be letting up anytime soon. According to a survey published by email service provider, iContact, 56% of businesses plan to increase their email marketing activity next year.
There’s a reason for the massive volume of emails businesses send each day: Email marketing works.
In fact, when you apply a solid process to it, email marketing works like a virtual salesman — driving sales day after day on autopilot. And, if you really do it right, it can become an Invisible Selling Machine.
So, why isn’t everyone doing it?
Most business owners I meet are paralyzed by the “small list” myth. They think they need an enormous list of subscribers to make email marketing work for their business.
Okay, I’ll admit it…
All other things being equal — a bigger list is better.
But list size is certainly not the primary driver of email marketing success. I know lots of marketers with great big lists that don’t make a dime because, at the end of the day, it’s not the size of the list that matters… it’s how you use it.
And the simple truth is that most companies don’t know how to use their list. They don’t have a process or a system, and that’s the primary reason business owners declare that email marketing doesn’t work.
The fact is, if you do it wrong, email marketing doesn’t work. That’s why we teach you how to do it right.
But there’s something else we should talk about…
(NOTE: Want to get my full guide to crafting an automated, evergreen email campaign that literally makes sales while you sleep? For a limited time, it’s FREE when you pay for shipping! Yep, my 5 steps to email marketing success are up for grabs for free—this week only. Claim your copy now.)
We’ve all heard this before…
“The money is IN the list.”
Don’t fall for it. This is a myth perpetuated by so-called experts peddling lead generation and list building services.
Make no mistake — simply having a list does not guarantee sales. There’s only money to be made from a list if you have a “machine” in place to monetize the list once you have it.
We’ve acquired big businesses with big email lists that were utterly worthless. They had no process to extract money from that list.
This is what most marketers get wrong. They focus all their efforts on building email lists and almost no effort on how they’re going to make money from that list once they have it. So, as backwards as it may seem, your first priority needs to be HOW you will make money from a prospect or lead. You must first have your process down, and then you can focus on how you will get more leads.
This is why you might think list building is difficult. This is why you might feel stuck. It’s not your fault and you’re certainly not alone, you’ve simply been taught to do things backwards.
Building an email list becomes simple when you understand the system I outline in this book. The Invisible Selling Machine will give you an unfair advantage over 98% of your competition by deploying a simple, copy-and-paste “method” I discovered after hundreds of hours and thousands of dollars in trial and error of selling my own products and services.
These aren’t sneaky, under-handed “black-hat” tricks and hacks, and you won’t be labeled a spammer. In fact, with this method, you’ll actually mail your list less frequently while making MORE money.
When most marketers get a lead, they make one of two catastrophic errors.
The first big mistake is that they fail to follow-up.
It sounds crazy, but most of the business owners I know (even some of the really good ones) don’t have a single follow-up campaign in place. They send emails to their list when they “feel like it.”
Again, it sounds crazy, because what’s the point of lead generation if you’re not going to follow-up? The problem is most business owners simply don’t know what to mail or how often they should mail.
Or they’re scared. I can’t tell you how many times I’ve heard business owners say, “If I email my list, people will unsubscribe.” But if you’re not going to send them emails, what’s the point of building the list in the first place? It’s flawed logic.
The second big mistake marketers make is sending the exact same email to everyone on their list.
The fact is, not every subscriber on your list is created equal. Some are very interested in what you’re selling. Others are somewhat interested and, still, others aren’t interested in what you’re selling at all. At least, not yet.
So should all these subscribers receive the exact same emails at the exact same time? Should they even receive the same number of emails?
Of course not!
Wouldn’t you agree that if a subscriber shows interest in a particular product, service, or topic that they should receive more emails than a less engaged subscriber? And wouldn’t you think if you segmented your subscribers this way that your engaged subscribers would buy more?
And, if you laid off your less engaged subscribers, don’t you think they’d stay on your list longer and maybe even buy something from you at a later date when they’re ready to buy?
And that’s exactly what a “Machine” does and it does it on 100% autopilot.
If you want to learn to build your “Machine” — no matter the size of your email list — watch this set of (free) training videos…
Don’t forget… this was Chapter 3 of Invisible Selling Machine. You can get the rest of my 5-step guide to crafting an automated, evergreen email campaign that literally makes sales while you sleep for FREE (plus shipping) this week only! Learn more now.
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