... COVER CONTINUED
function as a boat and take your family out on the lake. Of course, a car can work in water (i.e. rain and snow), but if you drive it into the lake, you’re going to be very disappointed, and I surely hope you have prepared for the worst by buying car insurance instead of just expecting the best. You have to invest some money each month in nurturing your customer base as well as nurturing your prospects. To make this investment work, though, you need three things. 1. Good content 2. Mass deliverability of the content 3. Consumption of the content There is another old saying I often think about: “People do business with people they know and like.” It is one of the reasons why social media is a good tool for lead generation; you can get strangers to know and like you pretty damn quickly. And once they feel like you’re not going to defraud them, they are willing to take a small step, like downloading your lead magnet or making a small purchase from you. At that point, you have a prospect you can nurture, educate, entertain, and, with any luck, turn into a good paying customer. Once you have the lead, though, you need to continue to engage, nurture, and entertain. The best media to do that with for prospects is a newsletter because it gives you the ability to communicate with virtually everyone, as well as educate, entertain, and build deeper relationships with your prospects. You can also use the same newsletter to educate, entertain, and build deeper relationships with your customers and referral partners.
“ WHAT DO YOU CURRENTLY DO TO ENGAGE WITH EXISTING CUSTOMERS, BUILD RELATIONSHIPS, AND
KEEP YOUR CHURN NUMBERS LOW?”
low deliverability, low open rate, and low time spent consuming the media. The average open rate is 11%, and the average time spent reading an email is eight seconds. On social media, you have an engagement issue. For businesses, organic reach on nearly all social media is dead. If you make a post today, less than 1% of your followers will see it unless you pay to have more people read the post. The other issue is that you have a very low percentage of people who are customers and follow you. I’ve written previously about how you need to make sure you understand the purpose of the media and use it correctly. For example, social media is a much better lead generation platform than it is a customer nurture platform. Newsletters aren’t a great lead generation piece but they crush the prospect and customer nurturing side of your marketing campaigns. Stop using media for purposes it wasn’t intended for and then blaming the media when it doesn’t work. It would kind of be like blaming your car for not being able to
In business, though, so few people operate with the idea that they need to plan for the worst while driving toward a better tomorrow. To prove my point, let me ask you this question: What do you currently do to engage with existing customers, build relationships, and keep your churn numbers low? If I were able to get a real-time survey from people reading this, many of the top answers would include one of these three responses. 1. Nothing 2. Email marketing 3. Social media marketing
To ensure 2020 is your best year ever, you need to plan for the worst and expect the best.
Nothing is a really, really bad idea. You’re simply asking to get your ass kicked by a competitor.
–Shaun
The other two are important, but each has critical flaws that neuter their effectiveness. Emails have
P.S. If you don’t send a print newsletter to prospects, clients, and referral partners, you’re literally costing yourself massive amounts of cash in lost referrals, upsells, and prospect-to-customer conversions, just to name a few areas. Grab your phone and set up a time to talk to a Pro on my team. There are two simple ways to do that. Go to Newsletterpro.com/schedule or call 208.297.5700 so we can set up a time for you.
2
www.thenewsletterpro.com
BUILDING RELATIONSHIPS TO HELP SMALL BUSINESSES SUCCEED.
208.297.5700
Made with FlippingBook - professional solution for displaying marketing and sales documents online