While it’s not literally true that you will need 100 opt-ins to get 100 subscribers, it is true that, all things being equal, you will need more than one giveaway to substantially grow your email subscriber list – or to get one started. (Of course, with something like 1.7 billion websites competing for attention worldwide, all things being equal in online marketing is a bit of an oxymoron, so… )
The critical thing to remember when you are working on list building is this: there are no one-size-fits-all solutions to the pain points of your clients.
Yes, we know you tell your clients this, and we know that you offer customized, real-world solutions to their dilemmas. And yet, we also know that you are hoping we will tell you that there IS a single solution to your email marketing and list building questions. (Yeah, we’ve been doing this a while now. LOL)
What does this mean for your list building strategy? Simply, that you will need a variety of opt-in gifts to generate interest, based on the varied needs of your target audience.
What Your Opt-in Offer Should Accomplish
Let’s define some terms here, first:
- An opt-in offer is the presentation of a gift (usually digital) in exchange for the email address of a visitor to your website; perhaps the most valuable thing they have to offer in the age of online relationships.
- Typically, the opt-in offer is a bit of high-value information that is designed to resolve a particular issue that is important to a member of your target audience.
- The most common form of opt-in gift is an article or “whitepaper” that can be downloaded in document form, though a mini-eBook (a 3-5 page PDF) is a very popular choice, as well. Free video or audio training are also very popular opt-in gifts.
- Critical to the success of such an offer is that the information you share must be targeted to a particular portion of your audience and that your solution be laser focused on a specific issue. Do NOT try to be all things to all people. Instead, provide a REAL solution to ONE problem.
- Finally, the most successful opt-ins offer huge value in exchange for something of equal value – your visitor’s email address. In other words, the solution you share in your opt-in MUST be something that a client would be otherwise willing to pay you for.
Now that you have their email address, you have an audience with whom you can engage through the use of newsletters, nurture email campaigns, “check in” emails, event notices, and promotional materials. This is how you begin building relationships in our digital world; relationships that show your expertise, grow trust, and have the potential to generate conversions.
Types of Opt-in Offers
Since our audience is so diverse, it’s virtually impossible to share every type of opt-in offer that you might be able to offer but, the following are some of the most common – and effective – examples we have helped our clients create:
Nutrition Coach: It goes without saying that many, if not most, people who consider working with a nutrition coach are interested in weight loss, weight maintenance, or both. The problem is they may not be the same people, which means your weight loss audience may not respond to an opt-in gift that offers maintenance tips – and vice versa. Then again, others may want help with healthy menu planning, healthy shopping tips, how to read nutrition labels, or even nutrition tips for their children.
- Secrets to Losing Weight
- Secrets to Keeping Wight Off
- Virtual Grocery Shopping Tour
- Nutrition Label Guide
- Healthy Meal Panning Guide (with menus for healthy breakfasts, lunches, and dinners)
Since each of these opt-in gifts will appeal to a different segment of your target audience, you will be able to build your subscriber list with a diverse mix of potential clients.
Business Coach: While many business owners are looking for tips to boost profits, other are looking for ways to increase revenue, launch new products or services, increase efficiency and/or production, etc.
- Goal Setting Tips
- 4 Easy Steps to Boosting Annual Revenue
- Business Start-up Checklist
- Employee Engagement Tips
- Increase Profitability Starting Now
While each of these subjects will likely have an effect on the others, you goal is not to offer a free, all-in-one training that is equivalent to a master’s degree in business.
Product Launch: Launching a new product (or service) presents a seemingly endless list of challenges for a small business owner. In fact, the newer your business, the more challenges you will face – until you have a few launches under your belt. Enticing prospects to buy your products or services can be advanced by offering other items at no charge.
- Get Your Free Sample (of ___) Today!
- For a Limited Time, Save $$$
- Free Trial Offer for Subscribers Only!
- For a Limited Save 50% Off!
- Help Us Test Our Newest (Product or Solution) and Get a Free ___!
Remember, free stuff generates interest and interest can eventually lead to conversions! For example, you can download a copy of our FREE Product Launch Checklist here! (See what we did there?!?) 😊
Well, that about does it for a blog post, where space and attention spans are limited. In closing, it’s important to remember that a good opt-in gift solves a single important issue for your audience. It should then be followed with a series of emails to discover if the information you shared was helpful (which is another subject we can deal with later).
For now, follow these tips to grow your list and let the rest take care of itself. Are you looking for more tips on email marketing, help with your online marketing strategy, or other marketing ideas? Get in touch with the YOMT Team today.