Marketing can be pretty easy. There are formulas that may take time to learn and execute, tweak, and fine-tune, sure. But much of marketing is asking questions:
Who am I talking to
What do they need
What do they expect from me/my business
How can I make their experience with me/my business seamless
Among others.
Recently, I began work with a talented artist. They already had a website and a newsletter subscriber list. The client wanted to jump into implementing Google Ads and stronger SEO tactics in order to generate what I would call a cold lead. He wanted internet users searching for painting lessons on the web to land on his site and sign up. I refer to those users as cold leads because there is nothing in their purchasing process to ‘warm’ them up to this particular artist and his offer. The users need more information in order to feel confident buying from my client. The search for an art lesson is different than a search for say, a plumber. The reason for that is another blog post for another time.
When this client and I began working together I learned he had a pretty hefty newsletter list with a strong open rate (20% is average, anything above is fantastic). He had been asking the right questions (see above) and in doing so had already begun to engage his target audience. I suggested we work on converting those newsletter subscribers into paying customers.
We assessed his site. Was the process to buy easy? Was the information clear, and was the checkout process intuitive? We decided we could make some changes to the presentation of the products, alter the checkout process and add more images, descriptions, and credentials. While doing so we integrated SEO search terms and long-tail keywords into the copy.
When he sent out his newsletter announcing his new Spring and Summer offering, he converted nearly 10% of his subscriber list to paying customers. His newsletter open rate was 85%!
Why is this story is relevant:
His subscriber list wasn’t huge. But the subscriber list was targeted (these subscribers want to paint) and cost him nothing (free opt-in with a signup link on his site). Google Ads are targeted, but costly, plus no one is opting into receiving a Google Ad. Google is delivering the ad to anyone who fits the customer profile whether that person is interested or not. The subscribers on this client’s list knew exactly what they were opting in for. So when they received the newsletter, the prospects became warm leads as opposed to cold leads.
Takeaways
Your subscriber list has a high conversion rate (the process by which you turn your subscribers into paying customers)
Subscriber lists typically cost you nothing
Subscriber lists are warm lead generators (as opposed to cold leads)
Warm leads are easier to turn into paying customers
Ask questions and use the answers as a way to engage your audience