November 13, 2023 • 28 mins
In this episode of the "Brilliant Business Beautiful Life" podcast, we're unfolding the magic behind welcome funnels and the power of an email list — your own secret garden where your business blossoms. We'll dive into how these tools not only capture but also nurture the attention of your audience, transforming them into a community of customers who share in the excitement of your offerings. I'll share insights that will shift your perspective, making email lists and welcome funnels a priority in your strategy.
I've seen firsthand how vital an email list is to sustainable business growth. It's a tool that, when used correctly, can free you from the unpredictability of social media algorithms. I understand the hesitancy that comes with the idea of funnels — it can feel impersonal, cold even. But think of it as an introduction, the beginning of a relationship where you guide new friends through the story of your brand, leading them gently towards choosing to work with you.
I want to change the narrative around email lists and welcome funnels. They're not just tasks at the bottom of your to-do list; they're opportunities to connect, to grow, and to create a space where you have complete control over the dialogue with your audience. It's about turning that first handshake into a loyal partnership. By the end of this episode, you'll have a clear understanding of how to craft a freebie that resonates, and how to build an email journey that aligns with your business's heartbeat.
We're going to get technical, but don't worry — I'll walk you through every step, making it simple and actionable. Whether you're just starting out or you've been in the game for years, there's something here for you. So, let's begin this journey together, and take a step towards creating not just a thriving business but a beautiful life.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Samantha Bell (00:00):
Welcome to another episode of the Brilliant
Business, beautiful Lifepodcast.
Today we're going to chat allabout the concept of welcome
funnels and email lists, whichare your secret garden for
growing a business that bloomswith engaged customers who are
as excited about your offeringsas you are about providing them.
(00:20):
You're already familiar withthe power of digital marketing,
but have you ever wondered howsuccessful businesses seem to
effortlessly nurture leads andturn them into loyal customers?
Well, the answer lies in awell-crafted welcome funnel.
I'm sure you've also heard theterm.
(00:42):
The money is in your list.
Certainly, if you've listenedto the wonderful Amy Porterfield
, you would have heard her saythose exact words.
You know how much she talksabout the power of an email list
to grow your business, and it'scoming on very good authority
from someone who has done itmultiple thousands of times.
But even after knowing all ofthis so many business owners and
(01:06):
entrepreneurs they still putbuilding an email list and
creating a welcome funnel at thevery bottom of their to-do list
.
And today we're going to switchyour thinking and put them both
very firmly at the top.
If you're new here, I'm SamanthaBell and I'm the founder and
creative director of 16th AveCreative Studio, a one-stop-shop
(01:30):
solution for women to start andgrow their businesses through
Swear Space, website designservices, copywriting, brand
design and email marketing.
I'm also the host of theBrilliant Business, beautiful
Life podcast and course creatorof Startup Success.
I talk about all thingsentrepreneurship, building an
(01:51):
online service business andcreating a life that you adore.
If you're new here, hello andwelcome.
I'm so glad you're here Now.
You get a good mix ofinformation here, so, whether
you're at the very beginning ofyour journey or many years in,
there is something for everyone.
So don't forget to like andsubscribe so you never miss an
(02:13):
episode, and it also helps us tobe able to keep creating great
content and reach more people.
So let's get into it.
Why is building your email listso important and what exactly
is a welcome funnel?
Whether you've started yourlist or not, after today's
episode, you're going to have amuch deeper understanding of why
(02:37):
you need an email list, how tostart it, how to create a
freebie that's going to drawpeople in who are interested in
what you've got to offer, sothat you can be set up for
success and make money in yourbusiness.
And we also talk about theanatomy of a welcome funnel.
Lots of people don't like theword funnel.
(02:58):
They feel it's very cold and Itend to agree.
I'm just using it for thepurposes of this episode,
because people know what I'mtalking about.
But first things first, I wantto get something out of the way,
and it is social media.
Social media is like thebustling streets of a big city
(03:22):
it's very lively, but theconnections you make on social
media can be fleeting.
You can have thousands offollowers on Instagram or
Facebook or LinkedIn, but askthis question how many of them
are truly tuned in to yourmessage?
(03:42):
How many people would notice ifyou switched from posting about
artisan coffee to luxury carrentals?
Would everyone notice?
That's why an email list islike an intimate coffee shop
where every patron there isthere.
(04:04):
Because of the unique blendthat you serve.
They notice everything.
Your email list is literallyfilled with people who want what
you've got.
It is the most targeted,specific audience.
You have one that's alreadyinterested in what you offer and
working with you.
(04:25):
The email list is a curatedcommunity of individuals who put
up their hands.
They've stepped forward andthey said, yep, I'm here for
what you've got to share.
They are literally your frontrow audience, your VIPs, and,
unlike social media.
They're yours, no matter howthe digital world changes.
(04:48):
Not only that, your email listgives you really important data
about how your potential clientsinteract with your business,
how many times they've clickedon something, what they haven't
clicked on, and you can use thisto really learn what they're
interested in and who in youraudience is the most engaged and
(05:10):
disengaged.
And all of this information canhelp you further target your
marketing and reach out to thosewho aren't engaging with new
information, with things thatmight appeal to them.
It's really powerful.
You own your email list, butyour social media following you
don't own it.
It can be disabled, it candisappear or be affected by
(05:33):
algorithms without you havingany control over your own
account.
You don't own your social mediafollowing and you most
definitely do not have the deepdata and connection advantages
that you do inside your emaillist.
So, as I often say, buildingyour business on social media is
(05:56):
building on rented land thatthe landlord can kick you out of
in a blink.
It's not a good idea.
Just imagine if your socialmedia accounts were shut down
tomorrow.
Oh my God, the horror.
You would have lost all yourpotential clients in seconds,
and without potential clients,you have no one to sell to.
(06:18):
You've got no one to dobusiness with, and this is why
building your email list is soimportant.
Now, definitely, social mediais important.
It's a fabulous platform tohelp grow your business, but
what you want to do is getpeople off your social media and
(06:39):
onto your email list ASAP,because it's a platform you own,
you control it and you canbuild really meaningful
relationships, provide amazinginformation and guide people on
a thoughtful journey with youthat leads to them buying your
services and growing yourbusiness.
(07:00):
Every person on your email listis someone who's reaching out
for handshake.
They want to know more aboutyou and they are potentially
going to become a very loyalcustomer.
So that's very powerful.
The next obvious question wouldbe how do you get people onto
(07:20):
your email list in the firstplace?
Well, to entice all thesewonderful people that are out
there on social media orwherever you're interacting, how
to get them onto your emaillist?
You need to give them something.
Give them something that theywant, something that's valuable,
something that is free, but notjust any freebie.
(07:43):
I'm talking about a verytantalising taste of your
expertise.
It could be anything like achecklist, a mini guide, an
audio snippet, a workshop, a PDF, anything that provides them
with immediate value, answersome questions, give them a
(08:05):
quick win and leaves themwanting more.
Here's the secret to a greatlead magnet.
It should solve a specificproblem or address a burning
need that your audience has.
It's not about the quantity.
It's not about how big thefreebie is.
It's about the quality of whatyou put inside it.
When your lead magnet deliversvery real value, you will
(08:31):
attract subscribers who aregenuinely interested in what you
have to offer, rather thanpeople who just download every
single freebie they can gettheir hands on.
Because there are people likethat who just download
everything, never look atanything and don't ever take
action, and you won't get thosepeople.
If your freebie is veryspecific and gives genuine value
(08:55):
, you're going to attract highquality leads into your email
list.
It's very important to have agood strategy around your
freebie.
Your freebie should also bepart of your strategic sales
system.
It needs to naturally alignwith the next step of services
or products in your ecosystem.
(09:16):
The purpose is to capture theright people's attention, get
them curious about you whilegiving them a really simple,
quick win that they're chasing.
Then, through your emails, whatyou're going to do is build a
journey You're going to takethem through a journey of
getting to know you, getting tolike you and getting to trust
(09:38):
you, and then giving them theopportunity to lead to the next
step of doing page work with you.
Your freebie needs to give themquick wins, tell people about
you and provide a way to connectwith you through a discovery
call or whatever.
The next appropriate step intheir journey with you is the
(10:01):
best and easiest way to create afreebie or a lead magnet is
using Canva.
Oh, my goodness, I love Canva.
I use it so much in my ownbusiness and in my clients'
businesses and it's just anamazing, amazing tool which
continues to just get even moreamazing.
(10:21):
It's mind blowing what you cando inside Canva.
They've even got AI inside ofCanva.
Now for writing, for creatingimages, for everything you can
imagine.
There's the free version andthen there's the Canva Pro, and
if you're really serious aboutbuilding your business, I
recommend getting on to CanvaPro.
I'm on Canva Pro myself and itis amazing.
(10:44):
There's also loads of freetemplates inside Canva that you
can customize for your businessand you can create something for
your business maybe in aslittle as an hour if you're very
focused and know what you'recreating.
But after you've created youramazing lead magnet, what do you
(11:08):
do next?
What's the purpose of anamazing lead magnet If no one
knows where to find it?
And this is where you need toget technical.
You need to get a robust emailmarketing platform where you can
craft, nurture and grow youremail list.
Think of it like the soil andsunlight that'll help your list
(11:31):
thrive.
And for your freebie to bloom,to blossom, you need a landing
page where people can come toclaim your offer to get the free
thing.
The first step is to connect upyour freebie to your email
marketing system.
And if you want to learn moreabout email marketing platforms
that I recommend and that I useand recommend my clients use,
(11:55):
have a listen to episode 23,which is called Tech Simplified
what you Need when Starting yourOnline Service Business.
It will give you some greatoptions, plus all of the links
you need to access them.
So this episode 23,.
I'll pop the link in the shownotes below.
So once you've created yourirresistible lead magnet, you
(12:18):
need an equally compellinglanding page, like I've just
mentioned.
Now.
Your landing page should beconcise.
It needs to be gorgeous, itneeds to be super laser, focused
on explaining the benefits ofyour lead magnet, and don't
forget to have a clear, enticingCTA call to action that
(12:41):
encourages your visitors tosubscribe, to click now to get
the download, to get the freething, and get on your mailing
list.
Then, once you've created yourlanding page, it's a fabulous
idea to add a sign up form ontoyour website.
You really need to have it onyour home page, on your contact
(13:02):
page and anywhere else it'srelevant.
If your lead magnet is specificto a particular one of your
services that you offer, makesure it's on that particular
services page on your website aswell.
Most businesses have multiplefreebies and they're all
relating specifically todifferent things.
(13:24):
So have the most popularfreebie on your home page and
your contact page and then thesespecific ones, have them on the
specific service pages so thatthey make sense.
Pop that on your website.
Put the link to your landingpage also onto your social media
(13:45):
profiles, included in youremail signature and absolutely
everywhere you hang out,everywhere you're online, so
that it's easily accessible andyou want to share details about
your freebie.
You want to talk about it onyour social media.
Talk about it on your podcast,in your blog articles.
(14:05):
Get the word out there andconstantly direct people to sign
up to get your freebie.
It's also very powerful toshare it inside Facebook groups,
networking groups, in anycommunity that you're a part of.
You really want to participatein conversations inside these
groups, be very present, providelots of value and then, when
(14:29):
it's relevant and when thegroups allow, you can post the
link to your freebie, becauseevery time you share it, every
time you mention it, you areplanting a seed in someone's
mind about doing business withyou Very important.
Another great way of gettingpeople onto your mailing list is
(14:50):
to host webinars, to host threeday challenges, and promote the
webinars and the challengesagain on your socials in these
groups and get people to sign upto join the event.
So you're not technicallygiving them the PDF freebie,
you're giving them a free eventand this is going to help infuse
(15:11):
your list with more fresh newpeople who are really engaged
with you and your offerings.
There truly are so many waysthat you can grow your email
list in a natural, helpful,non-sleazy way that is going to
benefit your new potentialclients and, in effect,
eventually increase your sales.
(15:33):
When people sign up for yourfreebie and join your list, it
doesn't stop there.
That's not all you need to do.
You need to then cultivate thatnew relationship and welcome
these people into your world,and you do this with a welcome
email sequence.
This is the funnel.
So picture this instead ofgetting stressed or confused
(15:58):
about what this is andover-complicating it, simply
think of it as a series offriendly chats.
You're just getting to knoweach other, you're sharing some
stories, you're sharing someinformation, you're building
trust.
It's not a sales pitch.
It's the beginning of abeautiful friendship, and how it
(16:18):
works is someone signs up foryour freebie and they
automatically receive an emailthat welcomes them into your
community and, at the same time,it delivers the lead magnet or
whatever freebie it is thatthey've requested, and it enters
them into your welcome emailfunnel.
Now, a typical welcome funnelconsists of four things your
(16:43):
lead magnet, which is yourirresistible offer that entices
visitors to share their emailaddresses with you.
The welcome email, which is thefirst email in your sequence
where you greet your newsubscriber and deliver the lead
magnet.
And then you're nurturingemails, which is a series of
(17:03):
emails designed to educate,engage and eventually convert
these leads into customers.
And also, importantly, thereneeds to be a call to action, a
CTA, an invitation for yoursubscribers to take specific
actions, like making a purchase,following you on social media,
(17:24):
just some way of furtherinteracting with you.
So how do you craft the perfectwelcome email?
The welcome email is your firstopportunity to make a really
memorable impression.
It should be warm and friendlyand you should show your new
subscriber that you're genuinelyexcited to welcome them into
(17:49):
your community.
And you can do this quiteeasily by using personalization
like their name, talking aboutwhatever the thing is that
they've just downloaded orsigned up for, being grateful,
telling them how grateful youare that they've just joined you
.
And it's also a really greatpractice in the initial welcome
(18:10):
email to set out some clearexpectations so they know what
to expect from you and youremails.
Are you going to send them aweekly newsletter?
Are you going to send thempromotions?
Are you going to send them tipsor quotes, or what is it that
you're going to be sending themand how regularly are they going
(18:32):
to receive communication fromyou?
And this transparency willbuild a lovely level of trust
with your new subscribers,because people like to know what
to expect.
But the key is when you tellthem what to expect, you need to
deliver on that promise becauseyou've just made them a promise
of how you're going to interactwith them.
(18:53):
So make sure you keep thatpromise.
If you say you're going toemail them weekly, email them
weekly.
If you say you're going toprovide them with a quote this
week and a podcast, thefollowing and do that in
rotation.
Do that.
Don't let them down, becausethey will unsubscribe, because
you will have crushed theirtrust in you.
(19:17):
Now, after that first email,there should be around four to
five short, relevant emails thatare set up in the funnel to
automatically send to the newsubscribers at set intervals,
like every two or three daysafter they've signed up, and you
set this up once inside of youremail marketing program and
(19:41):
then it delivers these emails insequence at the right timings
on autopilot every single timeyou get a new subscriber, just
like magic.
And the purpose of these emailsis to make people feel noticed,
to make them feel special, tointroduce your business and how
you can help them.
Plus, it gets them to know likeand trust you.
(20:05):
And then, when you're ready, tostart selling to them, because
you need to eventually move fromnurturing to selling, emails is
one of the best places to sellbecause you're talking to a warm
audience, not cold audience,who don't even know why they're
around you.
These people have chosen to bewith you.
(20:27):
Remember that.
So you need to move eventuallyfrom nurturing to selling.
When you are ready to sell tothem, they already know you,
they know what to expect fromyou and they're more likely to
take the steps that you wantthem to take and eventually do
some paid work with you.
And always, in every singleemail whether it's a nurture
(20:52):
email or whether it's a salesemail always make it easy for
them to contact you.
Include links to your website,to your socials, to your booking
, link to your blog, yourpodcast, your YouTube channel,
your services page, anywhere,that they can easily continue
their journey of getting to knowyou and your business.
(21:13):
And then one day, when they'reready for your services, you
will be the natural person theygo to for help in solving their
problems.
A powerful tool in most emailmarketing platforms is tagging
and segmenting.
Going back to the coffee shopanalogy, it's a little bit like
knowing which of your customersin the coffee shop prefers
(21:36):
lattes or espressos.
You can really tailor yourconversations with your email
subscribers to their taste, andpersonalization is really the
key to giving them aheartwarming experience that
keeps them coming back andeagerly reading every email that
you send out.
And this is a simple way toeasily and instantly identify
(22:03):
which people on your list areinterested in specific things,
and it enables you to furthertarget your marketing.
For example, if you are ahealth coach and you offer
nutrition coaching, personaltraining, and you've branched
out and added in how to chooseclothes that best fit your body
(22:24):
shape, you've likely got threedifferent audiences that have
signed up for one of yourspecific lead magnets.
Remember I mentioned you'remost likely going to have
multiple lead magnets, so thesepeople have signed up for most
likely one of those.
So if you start talking about alead magnet that they don't
(22:44):
know anything about, just saythey signed up for your five
steps to eating that willenergize your life and reduce
your waste loan but you startemailing them about how to
choose clothes.
If you've got a pear-shapedbody, they're going to wonder if
they're in the right place andwill most likely unsubscribe
because you're sending theminformation that they're just
(23:06):
not interested in or they didn'tsign up for and they'll be
wondering hmm, this isn't for me.
So using tags and segmentingand managing your list means
that you can create amazingcontent that's specific to what
people are interested in, andthen you can develop a much
deeper relationship with them.
(23:26):
Lastly, let's talk aboutnurturing your list as a whole.
This is not about bombardingthem with emails.
No one likes to just beconstantly, constantly,
constantly getting anoverabundance of emails.
It's about sending themthoughtful notes, little updates
, helpful tips that they'lltreasure, things that are going
(23:49):
to help make their journey withyou better, solve problems, and
you need to make every messagefeel like a personal letter to a
friend.
And, importantly, don't ghostyour list.
It is one of the most common andbiggest mistakes I see amongst
(24:10):
entrepreneurs.
They don't think past thewelcome series.
So once the subscriber has gottheir lead magnet, their first
welcome email, and then they'vefinished that four to five
following on emails, they don'tget anything else.
There's nothing.
There's white noise, silence.
(24:31):
You've left your subscribershanging.
Then what I see is a lot ofentrepreneurs become surprised
or disappointed or don't knowwhat they're doing wrong when
they get a lot of unsubscribesthe next time they promote their
services or talk aboutsomething new in their business.
So it's really important not togo silent after those first
(24:54):
five emails.
You want to keep up therelationship you want to keep
your precious subscribersbecause they are precious Keep
them engaged, give them stories,information, give them value
that's relevant to your serviceofferings and the freebie that
they've downloaded.
So this is where, again, thosetags and segmenting comes in
(25:18):
really handy, because you'llknow who to send what to.
So there you have it your emaillist is literally a garden
that's waiting to be tended.
It is a space where realconnections grow and flourish,
away from the noisy streets ofsocial media that you don't own.
(25:38):
Now go, get started.
Do not put it off for a secondlonger and, if you've already
got an email list, have a lookat your freebie.
Have a read through of yourwelcome sequence and how you
communicate with your list.
Pass that.
Look for opportunities to makeyour emails more personal.
Do you need to update yourfreebie?
(25:59):
Do you need to update thelanding page or how you're
marketing it?
Is there a way you can makeeverything a little more
personal, a little more magicalor a little more valuable?
And if there is, do it becauseit's really important and your
business will only get betterand grow because of it.
So, regardless of where you arein your business journey, your
(26:23):
email list will serve yourbusiness well, and it is an
asset you cannot afford not todevote time and attention to.
So those seeds with love andintention.
Now don't forget to let me knowwhich tip you liked the most in
today's episode, and be sure tocheck out episode 23 to get all
(26:45):
the lowdown on the tech youneed in your business.
And, as always, keep shining,keep sharing and let's make
business beautiful.
Until next time, remember I'mhere cheering you on every step
of the way.
Welcome to another episode of the Brilliant
Business, beautiful Lifepodcast.
Today we're going to chat allabout the concept of welcome
funnels and email lists, whichare your secret garden for
growing a business that bloomswith engaged customers who are
as excited about your offeringsas you are about providing them.
(00:20):
You're already familiar withthe power of digital marketing,
but have you ever wondered howsuccessful businesses seem to
effortlessly nurture leads andturn them into loyal customers?
Well, the answer lies in awell-crafted welcome funnel.
I'm sure you've also heard theterm.
(00:42):
The money is in your list.
Certainly, if you've listenedto the wonderful Amy Porterfield
, you would have heard her saythose exact words.
You know how much she talksabout the power of an email list
to grow your business, and it'scoming on very good authority
from someone who has done itmultiple thousands of times.
But even after knowing all ofthis so many business owners and
(01:06):
entrepreneurs they still putbuilding an email list and
creating a welcome funnel at thevery bottom of their to-do list
.
And today we're going to switchyour thinking and put them both
very firmly at the top.
If you're new here, I'm SamanthaBell and I'm the founder and
creative director of 16th AveCreative Studio, a one-stop-shop
(01:30):
solution for women to start andgrow their businesses through
Swear Space, website designservices, copywriting, brand
design and email marketing.
I'm also the host of theBrilliant Business, beautiful
Life podcast and course creatorof Startup Success.
I talk about all thingsentrepreneurship, building an
(01:51):
online service business andcreating a life that you adore.
If you're new here, hello andwelcome.
I'm so glad you're here Now.
You get a good mix ofinformation here, so, whether
you're at the very beginning ofyour journey or many years in,
there is something for everyone.
So don't forget to like andsubscribe so you never miss an
(02:13):
episode, and it also helps us tobe able to keep creating great
content and reach more people.
So let's get into it.
Why is building your email listso important and what exactly
is a welcome funnel?
Whether you've started yourlist or not, after today's
episode, you're going to have amuch deeper understanding of why
(02:37):
you need an email list, how tostart it, how to create a
freebie that's going to drawpeople in who are interested in
what you've got to offer, sothat you can be set up for
success and make money in yourbusiness.
And we also talk about theanatomy of a welcome funnel.
Lots of people don't like theword funnel.
(02:58):
They feel it's very cold and Itend to agree.
I'm just using it for thepurposes of this episode,
because people know what I'mtalking about.
But first things first, I wantto get something out of the way,
and it is social media.
Social media is like thebustling streets of a big city
(03:22):
it's very lively, but theconnections you make on social
media can be fleeting.
You can have thousands offollowers on Instagram or
Facebook or LinkedIn, but askthis question how many of them
are truly tuned in to yourmessage?
(03:42):
How many people would notice ifyou switched from posting about
artisan coffee to luxury carrentals?
Would everyone notice?
That's why an email list islike an intimate coffee shop
where every patron there isthere.
(04:04):
Because of the unique blendthat you serve.
They notice everything.
Your email list is literallyfilled with people who want what
you've got.
It is the most targeted,specific audience.
You have one that's alreadyinterested in what you offer and
working with you.
(04:25):
The email list is a curatedcommunity of individuals who put
up their hands.
They've stepped forward andthey said, yep, I'm here for
what you've got to share.
They are literally your frontrow audience, your VIPs, and,
unlike social media.
They're yours, no matter howthe digital world changes.
(04:48):
Not only that, your email listgives you really important data
about how your potential clientsinteract with your business,
how many times they've clickedon something, what they haven't
clicked on, and you can use thisto really learn what they're
interested in and who in youraudience is the most engaged and
(05:10):
disengaged.
And all of this information canhelp you further target your
marketing and reach out to thosewho aren't engaging with new
information, with things thatmight appeal to them.
It's really powerful.
You own your email list, butyour social media following you
don't own it.
It can be disabled, it candisappear or be affected by
(05:33):
algorithms without you havingany control over your own
account.
You don't own your social mediafollowing and you most
definitely do not have the deepdata and connection advantages
that you do inside your emaillist.
So, as I often say, buildingyour business on social media is
(05:56):
building on rented land thatthe landlord can kick you out of
in a blink.
It's not a good idea.
Just imagine if your socialmedia accounts were shut down
tomorrow.
Oh my God, the horror.
You would have lost all yourpotential clients in seconds,
and without potential clients,you have no one to sell to.
(06:18):
You've got no one to dobusiness with, and this is why
building your email list is soimportant.
Now, definitely, social mediais important.
It's a fabulous platform tohelp grow your business, but
what you want to do is getpeople off your social media and
(06:39):
onto your email list ASAP,because it's a platform you own,
you control it and you canbuild really meaningful
relationships, provide amazinginformation and guide people on
a thoughtful journey with youthat leads to them buying your
services and growing yourbusiness.
(07:00):
Every person on your email listis someone who's reaching out
for handshake.
They want to know more aboutyou and they are potentially
going to become a very loyalcustomer.
So that's very powerful.
The next obvious question wouldbe how do you get people onto
(07:20):
your email list in the firstplace?
Well, to entice all thesewonderful people that are out
there on social media orwherever you're interacting, how
to get them onto your emaillist?
You need to give them something.
Give them something that theywant, something that's valuable,
something that is free, but notjust any freebie.
(07:43):
I'm talking about a verytantalising taste of your
expertise.
It could be anything like achecklist, a mini guide, an
audio snippet, a workshop, a PDF, anything that provides them
with immediate value, answersome questions, give them a
(08:05):
quick win and leaves themwanting more.
Here's the secret to a greatlead magnet.
It should solve a specificproblem or address a burning
need that your audience has.
It's not about the quantity.
It's not about how big thefreebie is.
It's about the quality of whatyou put inside it.
When your lead magnet deliversvery real value, you will
(08:31):
attract subscribers who aregenuinely interested in what you
have to offer, rather thanpeople who just download every
single freebie they can gettheir hands on.
Because there are people likethat who just download
everything, never look atanything and don't ever take
action, and you won't get thosepeople.
If your freebie is veryspecific and gives genuine value
(08:55):
, you're going to attract highquality leads into your email
list.
It's very important to have agood strategy around your
freebie.
Your freebie should also bepart of your strategic sales
system.
It needs to naturally alignwith the next step of services
or products in your ecosystem.
(09:16):
The purpose is to capture theright people's attention, get
them curious about you whilegiving them a really simple,
quick win that they're chasing.
Then, through your emails, whatyou're going to do is build a
journey You're going to takethem through a journey of
getting to know you, getting tolike you and getting to trust
(09:38):
you, and then giving them theopportunity to lead to the next
step of doing page work with you.
Your freebie needs to give themquick wins, tell people about
you and provide a way to connectwith you through a discovery
call or whatever.
The next appropriate step intheir journey with you is the
(10:01):
best and easiest way to create afreebie or a lead magnet is
using Canva.
Oh, my goodness, I love Canva.
I use it so much in my ownbusiness and in my clients'
businesses and it's just anamazing, amazing tool which
continues to just get even moreamazing.
(10:21):
It's mind blowing what you cando inside Canva.
They've even got AI inside ofCanva.
Now for writing, for creatingimages, for everything you can
imagine.
There's the free version andthen there's the Canva Pro, and
if you're really serious aboutbuilding your business, I
recommend getting on to CanvaPro.
I'm on Canva Pro myself and itis amazing.
(10:44):
There's also loads of freetemplates inside Canva that you
can customize for your businessand you can create something for
your business maybe in aslittle as an hour if you're very
focused and know what you'recreating.
But after you've created youramazing lead magnet, what do you
(11:08):
do next?
What's the purpose of anamazing lead magnet If no one
knows where to find it?
And this is where you need toget technical.
You need to get a robust emailmarketing platform where you can
craft, nurture and grow youremail list.
Think of it like the soil andsunlight that'll help your list
(11:31):
thrive.
And for your freebie to bloom,to blossom, you need a landing
page where people can come toclaim your offer to get the free
thing.
The first step is to connect upyour freebie to your email
marketing system.
And if you want to learn moreabout email marketing platforms
that I recommend and that I useand recommend my clients use,
(11:55):
have a listen to episode 23,which is called Tech Simplified
what you Need when Starting yourOnline Service Business.
It will give you some greatoptions, plus all of the links
you need to access them.
So this episode 23,.
I'll pop the link in the shownotes below.
So once you've created yourirresistible lead magnet, you
(12:18):
need an equally compellinglanding page, like I've just
mentioned.
Now.
Your landing page should beconcise.
It needs to be gorgeous, itneeds to be super laser, focused
on explaining the benefits ofyour lead magnet, and don't
forget to have a clear, enticingCTA call to action that
(12:41):
encourages your visitors tosubscribe, to click now to get
the download, to get the freething, and get on your mailing
list.
Then, once you've created yourlanding page, it's a fabulous
idea to add a sign up form ontoyour website.
You really need to have it onyour home page, on your contact
(13:02):
page and anywhere else it'srelevant.
If your lead magnet is specificto a particular one of your
services that you offer, makesure it's on that particular
services page on your website aswell.
Most businesses have multiplefreebies and they're all
relating specifically todifferent things.
(13:24):
So have the most popularfreebie on your home page and
your contact page and then thesespecific ones, have them on the
specific service pages so thatthey make sense.
Pop that on your website.
Put the link to your landingpage also onto your social media
(13:45):
profiles, included in youremail signature and absolutely
everywhere you hang out,everywhere you're online, so
that it's easily accessible andyou want to share details about
your freebie.
You want to talk about it onyour social media.
Talk about it on your podcast,in your blog articles.
(14:05):
Get the word out there andconstantly direct people to sign
up to get your freebie.
It's also very powerful toshare it inside Facebook groups,
networking groups, in anycommunity that you're a part of.
You really want to participatein conversations inside these
groups, be very present, providelots of value and then, when
(14:29):
it's relevant and when thegroups allow, you can post the
link to your freebie, becauseevery time you share it, every
time you mention it, you areplanting a seed in someone's
mind about doing business withyou Very important.
Another great way of gettingpeople onto your mailing list is
(14:50):
to host webinars, to host threeday challenges, and promote the
webinars and the challengesagain on your socials in these
groups and get people to sign upto join the event.
So you're not technicallygiving them the PDF freebie,
you're giving them a free eventand this is going to help infuse
(15:11):
your list with more fresh newpeople who are really engaged
with you and your offerings.
There truly are so many waysthat you can grow your email
list in a natural, helpful,non-sleazy way that is going to
benefit your new potentialclients and, in effect,
eventually increase your sales.
(15:33):
When people sign up for yourfreebie and join your list, it
doesn't stop there.
That's not all you need to do.
You need to then cultivate thatnew relationship and welcome
these people into your world,and you do this with a welcome
email sequence.
This is the funnel.
So picture this instead ofgetting stressed or confused
(15:58):
about what this is andover-complicating it, simply
think of it as a series offriendly chats.
You're just getting to knoweach other, you're sharing some
stories, you're sharing someinformation, you're building
trust.
It's not a sales pitch.
It's the beginning of abeautiful friendship, and how it
(16:18):
works is someone signs up foryour freebie and they
automatically receive an emailthat welcomes them into your
community and, at the same time,it delivers the lead magnet or
whatever freebie it is thatthey've requested, and it enters
them into your welcome emailfunnel.
Now, a typical welcome funnelconsists of four things your
(16:43):
lead magnet, which is yourirresistible offer that entices
visitors to share their emailaddresses with you.
The welcome email, which is thefirst email in your sequence
where you greet your newsubscriber and deliver the lead
magnet.
And then you're nurturingemails, which is a series of
(17:03):
emails designed to educate,engage and eventually convert
these leads into customers.
And also, importantly, thereneeds to be a call to action, a
CTA, an invitation for yoursubscribers to take specific
actions, like making a purchase,following you on social media,
(17:24):
just some way of furtherinteracting with you.
So how do you craft the perfectwelcome email?
The welcome email is your firstopportunity to make a really
memorable impression.
It should be warm and friendlyand you should show your new
subscriber that you're genuinelyexcited to welcome them into
(17:49):
your community.
And you can do this quiteeasily by using personalization
like their name, talking aboutwhatever the thing is that
they've just downloaded orsigned up for, being grateful,
telling them how grateful youare that they've just joined you
.
And it's also a really greatpractice in the initial welcome
(18:10):
email to set out some clearexpectations so they know what
to expect from you and youremails.
Are you going to send them aweekly newsletter?
Are you going to send thempromotions?
Are you going to send them tipsor quotes, or what is it that
you're going to be sending themand how regularly are they going
(18:32):
to receive communication fromyou?
And this transparency willbuild a lovely level of trust
with your new subscribers,because people like to know what
to expect.
But the key is when you tellthem what to expect, you need to
deliver on that promise becauseyou've just made them a promise
of how you're going to interactwith them.
(18:53):
So make sure you keep thatpromise.
If you say you're going toemail them weekly, email them
weekly.
If you say you're going toprovide them with a quote this
week and a podcast, thefollowing and do that in
rotation.
Do that.
Don't let them down, becausethey will unsubscribe, because
you will have crushed theirtrust in you.
(19:17):
Now, after that first email,there should be around four to
five short, relevant emails thatare set up in the funnel to
automatically send to the newsubscribers at set intervals,
like every two or three daysafter they've signed up, and you
set this up once inside of youremail marketing program and
(19:41):
then it delivers these emails insequence at the right timings
on autopilot every single timeyou get a new subscriber, just
like magic.
And the purpose of these emailsis to make people feel noticed,
to make them feel special, tointroduce your business and how
you can help them.
Plus, it gets them to know likeand trust you.
(20:05):
And then, when you're ready, tostart selling to them, because
you need to eventually move fromnurturing to selling, emails is
one of the best places to sellbecause you're talking to a warm
audience, not cold audience,who don't even know why they're
around you.
These people have chosen to bewith you.
(20:27):
Remember that.
So you need to move eventuallyfrom nurturing to selling.
When you are ready to sell tothem, they already know you,
they know what to expect fromyou and they're more likely to
take the steps that you wantthem to take and eventually do
some paid work with you.
And always, in every singleemail whether it's a nurture
(20:52):
email or whether it's a salesemail always make it easy for
them to contact you.
Include links to your website,to your socials, to your booking
, link to your blog, yourpodcast, your YouTube channel,
your services page, anywhere,that they can easily continue
their journey of getting to knowyou and your business.
(21:13):
And then one day, when they'reready for your services, you
will be the natural person theygo to for help in solving their
problems.
A powerful tool in most emailmarketing platforms is tagging
and segmenting.
Going back to the coffee shopanalogy, it's a little bit like
knowing which of your customersin the coffee shop prefers
(21:36):
lattes or espressos.
You can really tailor yourconversations with your email
subscribers to their taste, andpersonalization is really the
key to giving them aheartwarming experience that
keeps them coming back andeagerly reading every email that
you send out.
And this is a simple way toeasily and instantly identify
(22:03):
which people on your list areinterested in specific things,
and it enables you to furthertarget your marketing.
For example, if you are ahealth coach and you offer
nutrition coaching, personaltraining, and you've branched
out and added in how to chooseclothes that best fit your body
(22:24):
shape, you've likely got threedifferent audiences that have
signed up for one of yourspecific lead magnets.
Remember I mentioned you'remost likely going to have
multiple lead magnets, so thesepeople have signed up for most
likely one of those.
So if you start talking about alead magnet that they don't
(22:44):
know anything about, just saythey signed up for your five
steps to eating that willenergize your life and reduce
your waste loan but you startemailing them about how to
choose clothes.
If you've got a pear-shapedbody, they're going to wonder if
they're in the right place andwill most likely unsubscribe
because you're sending theminformation that they're just
(23:06):
not interested in or they didn'tsign up for and they'll be
wondering hmm, this isn't for me.
So using tags and segmentingand managing your list means
that you can create amazingcontent that's specific to what
people are interested in, andthen you can develop a much
deeper relationship with them.
(23:26):
Lastly, let's talk aboutnurturing your list as a whole.
This is not about bombardingthem with emails.
No one likes to just beconstantly, constantly,
constantly getting anoverabundance of emails.
It's about sending themthoughtful notes, little updates
, helpful tips that they'lltreasure, things that are going
(23:49):
to help make their journey withyou better, solve problems, and
you need to make every messagefeel like a personal letter to a
friend.
And, importantly, don't ghostyour list.
It is one of the most common andbiggest mistakes I see amongst
(24:10):
entrepreneurs.
They don't think past thewelcome series.
So once the subscriber has gottheir lead magnet, their first
welcome email, and then they'vefinished that four to five
following on emails, they don'tget anything else.
There's nothing.
There's white noise, silence.
(24:31):
You've left your subscribershanging.
Then what I see is a lot ofentrepreneurs become surprised
or disappointed or don't knowwhat they're doing wrong when
they get a lot of unsubscribesthe next time they promote their
services or talk aboutsomething new in their business.
So it's really important not togo silent after those first
(24:54):
five emails.
You want to keep up therelationship you want to keep
your precious subscribersbecause they are precious Keep
them engaged, give them stories,information, give them value
that's relevant to your serviceofferings and the freebie that
they've downloaded.
So this is where, again, thosetags and segmenting comes in
(25:18):
really handy, because you'llknow who to send what to.
So there you have it your emaillist is literally a garden
that's waiting to be tended.
It is a space where realconnections grow and flourish,
away from the noisy streets ofsocial media that you don't own.
(25:38):
Now go, get started.
Do not put it off for a secondlonger and, if you've already
got an email list, have a lookat your freebie.
Have a read through of yourwelcome sequence and how you
communicate with your list.
Pass that.
Look for opportunities to makeyour emails more personal.
Do you need to update yourfreebie?
(25:59):
Do you need to update thelanding page or how you're
marketing it?
Is there a way you can makeeverything a little more
personal, a little more magicalor a little more valuable?
And if there is, do it becauseit's really important and your
business will only get betterand grow because of it.
So, regardless of where you arein your business journey, your
(26:23):
email list will serve yourbusiness well, and it is an
asset you cannot afford not todevote time and attention to.
So those seeds with love andintention.
Now don't forget to let me knowwhich tip you liked the most in
today's episode, and be sure tocheck out episode 23 to get all
(26:45):
the lowdown on the tech youneed in your business.
And, as always, keep shining,keep sharing and let's make
business beautiful.
Until next time, remember I'mhere cheering you on every step
of the way.
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