So that we’re all on the same page: let’s define email marketing. It is a powerful marketing tool that uses email to promote goods or services, while also developing relationships with customers. In other words: consider email marketing a form of “direct mail” using the internet.

Why would we want to use email as a marketing tool? Isn’t everyone on social media now? While it’s especially true that we’re spending more time using social messaging sites and apps these days, statistics show that the vast majority of us still rely on email communication. Over 90% of consumers check their email at least once a day, with Millennials and Gen Z accounting for 93% of email users. The majority of us check our email before we check in on our social media accounts.

Yes, email is important, but why make a bigger fuss about it now? Since 2020, we’ve seen a decline in organic website traffic across most industries, which is bad news for a lot of us. Email open and click rates, however, have increased, without a matching increase in sends. This tells us folks are turning to and relying on email communication for information and updates.

Let’s get more specific about the factors that make email marketing more effective than social media:

Email gives you direct access to your people

In the same way a friend welcomes you into their home, a customer invites you into their inbox when they opt into your mailing list. You don’t get in unless they grant you access. This means messages shared with them via email have a much greater chance of being seen than posts you share on social media, and being well-received.

People tend to trust email more than social media 

With the increase in untrustworthy and questionable accounts on social media platforms, the direct relationships you form through your email marketing become even more valuable.

Email provides a respite from social media

Social media can provide useful real-time updates, but fatigue is real, y’all. Folks need a break from the 24-hour news and information cycle, and they also want ways to stay connected on their own schedules. Plus, email inboxes are chronological, not influenced or controlled by an algorithm. This means your message has a much greater chance of being read.

Engagement is more likely to increase

With the dramatic increase in remote work situations (not to mention the less-awesome fact of folks working fewer hours or not at all), we’re all spending a lot more time online. This increases chances of your emails being read, received, and hopefully acted upon.

Email creates a more direct connection

There are a few key factors that lead someone to open an email. They’re looking for help, some kind of assistance for a concern they have. If they don’t need something in the immediate future, they open emails from you because they know, like, and trust you, and they consider you a valuable resource. Building further on the know/like/trust aspect: you hear and see your people; the experience they have with you feels personal.

Now here’s the thing: you know and I know that we’re using our email marketing to stay top-of-mind with current and potential customers. We got bills to pay! That said: your email list isn’t just a list of buyers – they’re a list of flesh-and-blood people. Take time to serve them and acknowledge their needs rather than constantly selling to them. Developing that relationship will lead to increased sales and loyalty in the long run.

Interested in seeing how email might fit in your marketing toolkit? Let’s chat about it!

“But wait, I haven’t done email marketing–I don’t even have a list!” you might be saying.

It’s okay. A lead magnet is just what you need to grow your list, get a foothold in email marketing, and grow your business! 

If you’re not sure how to create a lead magnet, or even what one is, we’ve got you covered.

What is a lead magnet?

A lead magnet is a free item or service that you offer in exchange for a visitor’s contact information. 

You’ve likely seen a lead magnet before, in forms like these:

• 15% off your first order from an online shop
• A free trial of a software subscription or service
• A downloadable checklist or guide
• A webinar or other online learning

There are other ways to get creative with your lead magnet, but it can also be really simple, if that’s what feels right for your business.

Why do I need a lead magnet?

Simply put: a lead magnet is the extra incentive your audience needs to sign up for your list! 

The online space gets more crowded by the day, and “Sign up for our newsletter” just isn’t enough to motivate your audience to subscribe anymore. 

By offering your audience a bonus, you’ll motivate them to sign up. For service providers, you’re also giving yourself the opportunity to build trust, and remind them of what you offer, so each person who signs up is more likely to buy from you.

How do I create my own lead magnet?

Okay, so you’re all-in on creating a lead magnet for your business… but how do you get started? There are a few things to keep in mind, as you come up with an idea for yours:

Solve a (small) problem your ideal client has.

A lead magnet should provide some value to your audience, so they feel that they’ve gotten some benefit from signing up for your email list. Whether you offer a discount, a consultation, or a free guide, it should help your ideal client solve a problem they deal with.

Make it short, sweet, and easy to use.

When we say “small problem,” we mean that! You don’t want to give away all of your genius for free–you just want to offer a taste. Then, they’ll be more motivated to book you for deeper work.

Show yourself as the expert you are!

Your lead magnet isn’t just for getting subscribers–it’s there to help you build trust, too. You know so much about what you do for work, and your audience is signing up to get a sample of that. 

Share info and strategies in your lead magnet that show off your expertise, and your audience will remember you as an expert!

Deliver it instantly!

Your lead magnet should give folks that sweet dopamine hit of accomplishment, by delivering your offer right when they sign up! The more you delay on delivery, the less likely they are to engage with it and discover how great you are.

You can set up most email platforms to deliver an email right away when a new subscriber joins, so make sure to take advantage of that.

Feeling lost with creating your own lead magnet?

We offer Lead Magnet Coaching and Creation, to guide you through identifying the slice of genius you want to share and distilling it into an enticing offer that gets folks signing on, and gets delivered in a snap. Find out more about how we can help you attract more clients!

I get it, too–it’s a tool with a lot of potential, if you know what you’re doing! Some of those changes, however? Mmmmaybe aren’t so positive.

I won’t tell you how to live your life  But if you’re going to embrace AI, I do want you to know what you’re getting into.

First, answer this question:

• Will you be writing all of your copy yourself?
• OR, do you want to hand off copywriting entirely?

“I have to write my own copy.”

If you’re writing your own copy, using AI for marketing copy can actually be a helpful time-saver. Got a topic to write about, but find yourself staring at a blinking cursor and feeling stuck? Asking an AI such as ChatGPT to write about that topic can give you a starting point to work from. 

If you go this route, make sure that you: 

1. check the copy for accuracy, because there’s a lot of misinformation out there.
2. make edits to fit the type of marketing (social, email, blog, etc.).
3. revise the copy so it sounds more like you, and less like a robot.

So, if you’re a newer business that doesn’t have a marketing budget yet, it could actually be appropriate to tag that robot for some help. You’ll be putting your own time into your marketing copy anyway, so a time saving measure like this one is a HUGE win for folks like you.

What if I want to hand off my marketing copy?

If you’ve been reading about AI and thinking, “why don’t I just save some budget and use AI for marketing copy across the board? What’s the problem with that?”

I know, you don’t WANT to write your own copy. You’re busy, you don’t like writing, you’d rather be going on a hike or having some oh-so-precious quiet time.

But sorry, friends, here’s the harsh truth: AI is NOT a substitute for good marketing.

“But why not,” you ask? WELL, here are just a few things our robot overlords can’t do:

• AI doesn’t do unique strategy for your business–it just does exactly what you ask it to. A good copywriter or marketer will come up with strategy as part of their content creation.
• Copywriters and marketers check for accuracy. ChatGPT doesn’t have that kind of quality control built-in.
• An AI “learns” by looking at existing copy… which leads to it generating content that sounds just like everyone else in your industry. (womp wommmmp) Copywriters and marketers, on the other hand, know how to create content that stands out.

The long and the short of it is, if you’re big enough to have a marketing budget, you’ll get much more out of your investment by working with a human being. There’s no algorithm for creativity (well, not yet anyway), and it doesn’t pay to cut corners on quality.

What can I do instead?

If handing off all of your content to a copywriter or marketer feels cost-prohibitive right now, consider hiring an editor or a copy coach to support you! Having an expert eye on the content you create will help you learn to create better content faster, and you’ll see better results from your marketing.

Are you looking for support with your online marketing? Get in touch with us! We can help you rework it all–marketing copy included!–or connect you with a trusted copywriting expert.

Wait… How do you know what freebies your audience needs?

Choosing the right freebie as a lead magnet can feel like a puzzle, but it’s simpler than you think! Start by getting cozy with your audience. Instagram story polls and good old-fashioned email surveys can be fabulous ways to tap into their thoughts and needs. 

Another great trick? Keep your ears perked during conversations with potential clients. Jot down their common concerns and recurring questions – they’re gold mines for understanding their pain points. With this intel in hand, you’ll be better equipped to create a lead magnet that not only entices but also resonates deeply with your potential clients.

Now, let’s get into the 5 irresistible lead magnets…

E-books and Whitepapers

E-books and whitepapers are great freebies for lead generation because they provide in-depth information on a specific topic. The value lies in sharing your knowledge openly and not being afraid of giving away too much. By doing so, you are helping potential customers become problem aware and solution aware, gradually moving them closer to being ready to buy from you.

When creating your e-book or whitepaper, consider the problems your audience is facing, and address these in your content. It’s not about selling your product directly, but about building trust, showcasing your expertise, and helping your audience shift their understanding of the problem.

Webinars and Online Courses

Webinars and online courses are an excellent opportunity to educate your audience. Rather than focusing on your product, use these platforms to address the problem, the solution, and the value you provide. This approach will build credibility, and potential customers will see you as the right person to help them.

A webinar or an online course can also serve as a stepping stone towards your higher-level offers. By creating a free and accessible educational offer, you’re helping your audience to get ready to work with you at a more involved level. Remember, collecting email addresses of attendees not only grows your email list but also helps you in nurturing these potential leads further.

Templates and Checklists

Providing practical tools like templates and checklists is a brilliant way to meet your audience where they are in their journey. By understanding what’s essential to your audience, you can create content that directly assists them, further establishing yourself as a helpful resource in their eyes.

Templates and checklists can help users implement your advice and see the benefits firsthand. They serve a purpose and assist in progressing potential customers towards readiness to purchase from you.

Free Trials and Demos

If your offer is subscription based – offering free trials or demos of your product or service allows potential customers to experience the value you provide firsthand. It’s an excellent way to showcase your solutions without selling too early in the process.

A trial or demo helps potential customers understand how your product works and how it can solve their problem. This stage of product awareness is crucial in the lead generation process as it’s a pivotal point in moving them from being aware to ready to buy.

Quizzes and Surveys

Quizzes and surveys are a fun, engaging way to interact with your audience and understand their needs better. They can help you gather valuable data about your audience’s preferences and pain points, helping you tailor your future marketing efforts to match their needs.

Quizzes and surveys can also serve as a tool for educating your audience about their problems and possible solutions. By answering the quiz or survey questions, they might gain new insights into their situation, moving them further along in their customer journey.

BONUS: Micro-Offers

Let’s not forget about the magic of micro-offers! If there’s a nugget of knowledge you’ve been dying to educate your audience about, but feels like it’s worth more than a giveaway, you can turn that into a micro-offer.

These petite-priced wonders (usually under $10) are an absolute boon for identifying high-intent leads. Think of them as a low-risk invitation for potential clients to experience your valuable product or service. 

When someone takes you up on a micro-offer, it’s a clear sign they’re more than just window shopping – they’re genuinely interested in what you provide. Plus, the delight they’ll experience from your mini but mighty offer? It’s the perfect primer for introducing them to your broader suite of services or products. A small price to pay for a big leap in relationship building!

That’s all for now!

Remember, your content’s primary goal should not be to sell but to educate, engage, and build a relationship with your audience. Sharing valuable content freely, understanding your audience, and meeting them where they are in their journey can significantly enhance your lead generation efforts. Don’t just focus on your offers; aim to move people through different stages from being problem unaware to ready to buy, and your marketing efforts will pay off in the long run.

Feeling excited but unsure how to kick things off? Don’t worry, we’ve got your back! Eager to make your lead generation work like clockwork? Fancy driving more traffic to your free and paid offers through an optimized website and social media? Let’s sit down and chat!. We’re here to make it all feel effortless for you. Book a call with us, and let’s transform your business into a lead-attracting powerhouse, together!

You can follow us on Instagram @upsweptcreative for all of our thoughts about social media for modern entrepreneurs

As tempting as it is to take it off your to-do list, it is worth it to keep your email marketing efforts consistent year-round! There are a few reasons you might not have considered, too.

Email marketing helps improve sales.

You’ve probably experienced this as a consumer: a major holiday comes up, and suddenly you’re bombarded with promo emails from every list you’ve joined, and every website you’ve ever purchased from. And then, they disappear for 6 months or a year.

It can get irritating, and also feels, well, kind of gross, right? It’s like that business only thinks about you when they want something from you.

Right now, you probably send out an email blast when it’s a typically busy day or season for you. Still, you’ll often see even more benefit with consistent email marketing.

Every email you send throughout the year is an opportunity to upsell to your current clients. It also keeps you top-of-mind, so when a potential client does need you, you’re the first person they call.

Email marketing can teach your audience.

When I say “teach,” I’m not just talking about giving away free advice. 

Email isn’t constricted by character counts or image requirements, which makes it a great way to educate your audience about what you do.

By using email marketing year-round, you can answer common questions, and talk in more depth about what makes you different from your competitors. People will be able to read your emails and know if you’re the right person to help them before they even reach out to you.

Best of all, email can give your readers a clear sense of who your audience actually is. If they learn that they’re not for you, they can simply unsubscribe–leaving you with a curated list of folks who ARE right for you.

Your email list is all yours!

A lot of your small business pals are probably buzzing about social media, whether they love it or hate it. The thing none of them talk about often enough, however, is that the social media platform controls everything you do on it. Your posts, your connections, the loyal fan base that you worked so hard to build–even whether you have access to keep using it.

With billionaires buying social platforms, banning users for flimsy reasons, and generally behaving badly, you may not even want to stay on a given social platform. They’re not exactly the most uplifting spaces on the internet, after all.

The good news? With your email marketing, you’re in control! No matter what platform you use, you’ve built your list, you’ve created your content, and you decide what gets sent. Research still shows that it’s the best way to reach your audience, and no mysterious social algorithm is going to get between you and your audience, either. 

In short, it’s worth it to keep up with your email marketing all year. It’s going to be the most consistent, and consistently rewarding tool you can use for your business.

Are you excited to level up your email marketing, but don’t know how to get started? You can book an email marketing consultation now, and we can point you in the right direction. 

Every new platform promises that this is the only way you’ll connect with potential customers. This is the only way you’ll build an audience. This is the only way you’ll grow your business.

But is it really? 

Short answer—absolutely not.

While social media is a great way to gain brand awareness and connect with your ideal audience, it’s not always the most effective option for your marketing.

If social media just isn’t working how you hoped it would, Email marketing could be the answer. 

There are around 330 billion emails sent and received every day. 

Over half of the world’s population uses email.

According to marketing studies, 79% of marketers rank email as one of their top three marketing tools. Email is cost-effective no matter how big or small your business is. You can reach hundreds of people with one email, making the return on investment one of the highest across marketing strategies—around $36 for every $1 spent. 

How can email marketing help small businesses?

Lead Generation With an Opt-In

Gaining new leads is a never-ending process for a small business. 

Sure, you can throw all of your marketing efforts at the wall and see what sticks. Or you can target your efforts and only bring in leads that are already interested in your services.

Offering a lead magnet– a relevant freebie that your ideal audience wants or needs– in exchange for their email address pulls in potential customers that are already familiar with the problem you’re solving. 

It’s quality over quantity. Why waste your time pulling in as many people as possible when only a small percentage of them could become clients? It’s better to target your lead generation to those that are in your ideal audience to begin with.

Okay, so you have all of these email addresses. Now what?

Building a Strong Audience Through Email

Thanks to your opt-in, you have a list of people who you know are already interested in your services. 

Now is the time to build relationships with those people. 

Reaching out through email to welcome them into your community is the first step. A short email sequence that welcomes them in, tells them about you, and lets them know what to expect builds trust and credibility. 

Email is the perfect medium for building a direct rapport with your prospects: 

• It’s more personal than social media, and you won’t get buried by a sea of posts or back-burnered by “The Algorithm.” 
• It’s something that almost everyone uses. 
• It’s mobile-friendly.
• The metrics are easy to track, and content is easy to adjust.
• You aren’t limited to a certain number of characters, and you don’t have to find an image to go with every piece of content you write.
• You can reach large numbers of people.

Increasing Brand Awareness with Email Marketing

Once you have a strong relationship with your email list, it’s time to start encouraging people to look at how your services can help them. 

Use an email sequence to let your audience know about your services in a more personal, detailed way. Let them know about new products, sales, features, and success stories. You’re raising brand awareness and promoting your services without paid ads. You’re also driving more traffic to your website as your audience looks for more information. 

An email marketing campaign builds excitement and interest in your services by doling out information a little at a time. You always want to leave them wanting more!

Email Marketing For Customer Engagement

Email marketing is a great way to engage with your audience directly. 

Invite them to reply to your emails with feedback, questions, or just to say hi! Letting them know you’re a real person behind the words establishes credibility and trust. 

You’re also able to gather information about your audience and give them more relevant information. By segmenting your email list, you can direct content specifically for certain followers rather than giving your entire list information relevant to only a few of them.

Your followers will appreciate your content as less of a sales pitch and more of a conversation. 

Your sequence should lead them through a journey. You understand their problem, you know how they feel, and you have the solution for them.

Email marketing isn’t going anywhere. Just the opposite, in fact. It’s more reliable than social media–and less work, too.

If you’re not using email in your marketing plan, now is the time to start. If you’re not sure how, reach out and let us help. Email marketing is a service we’lll be offering in the near future so get on our radar now and let us know you’re interested!