Building a list of customers ready to buy
Lesson 45 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Building a list of customers ready to buy
Lesson 45 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
45. Building a list of customers ready to buy
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Building a list of customers ready to buy
OK. So building an email list of people and customers ready to buy your product or service. So how can you actually build this list of people who are already pre qualified and actually want to buy the thing that you are launching very soon. Well, let's explore a tactic that I have personally seen work extremely well for both myself and also for clients that I've worked with over the past decade. Now, ideally before you actually launch your product or service, you should have some form of audience or following to begin with. But if you don't do not worry, you may just have to invest a little bit in regard to paid advertising if you actually need to start driving traffic to your landing page. Because otherwise you're not going to have any way to actually get your audience to the landing page in the first place. So you basically have two options, you have to generate awareness somehow. So you either take the time first and foremost to actually build an audience before you actually launch ...
your product or if you don't have the time to do that and probably it's going to take around 4 to 6 months to actually get a good standing of customers to actually get ready to buy your product. If you don't have that time, then you can always do paid advertising just accelerates the process. It doesn't have as much trust involved. It is essentially more of a transaction because they don't know who you are and they haven't spent much time with you, but you essentially are sending them to the landing page that we'll talk about a little bit later via paid advertising. Now, on average, I've seen clients pay anything from 15 cents to five dollars depending on the types of products that they're selling per person signing up to their pre qualified list. Obviously, it depends on how great your offer is, how great your product is and how desirable it is based on obviously what industry you're in and what your customer actually needs your product for. Now, obviously, if you're going to be driving traffic somewhere, you need somewhere for it to land. So that ultimately means a landing page. Now, within your landing page, you essentially need to have a sign up box which starts to obviously gather the emails and ultimately puts them into you funnel to allow you to actually send out automated e mails leading up to the launch of the product. One little trick that I did learn from working with the clients around three years ago is to actually get the person the customer to donate or pay $1 or one pounds or just a really small amount to actually invest in and secure their product at a really great reduced price. The reason that this works is that you are actually getting some form of commitment even though it's just a small one from the customer to state that they actually really want the product or service. I remember reading a study a little while ago that if you get even a small payment from a customer, it significantly increases the amount of livelihood that they are actually going to buy the product when it actually launches as opposed to someone who hasn't paid anything. So even though it's just $1 or one pounds or whatever it is, wherever you are in the world, it makes all the difference when comes to getting that bigger commitment later on. Now, obviously, as you're leading up to the launch, you need to start posting things relevant to the actual launch itself to whet the appetite of the people who have actually invested in pre ordering your particular product or service and also making sure that you gain interest from others that are also going to be interested in what you're launching. Now, another great way to actually get more exposure when you're launching. And when you're building your email list is to actually collaborate with people. So for you could work with an influencer or one of the partners from your partnership program, which we've mentioned earlier on in the course in the awareness stage to ultimately get more sign ups for every sign up that goes through a specific landing page dedicated to that influencer. They could get a certain amount of the sales that are generated from that particular landing page. So let's say, for example, we had an influencer that we were working with and they were part of our partner program, we would give them a dedicated landing page, which is separate to the common one, which was just on our website. And if they send people to that landing page and they get a sign up on that landing page, we could pay them a small commission. Obviously, this isn't the most optimal way to do it, but this is what we could do. But what we actually prefer to do is once they actually sign up if they buy anything. So if that particular person with those details, buy anything, then we will give them a fraction of that commission afterwards. So let's actually look at the pros and cons of this particular approach. So first and foremost, you're going to get a much better conversion rate. You are ultimately getting a pre select the list of people and you're hyping up, you're creating buzz. You're ultimately using the scarcity, which we've mentioned a little bit earlier on in the course, basically get as many people as possible ready to buy your product or service. And you could say something like if you are one of the 1st 500 people to sign up, then you get the product at this when everyone else is going to be paying this, which is significantly more. It also gives you the ability to really get targeted with your marketing. So for example, if someone signed up to this particular email list, you know, for a fact, they're interested in what you have to sell. So it's kind of like impossible for you to get your communications wrong. And lastly as well, one of the pro and it depends on if you are looking to launch your product on maybe Kickstarter or Indiegogo or another crowdfunding platform, most of the products and most of the projects that do really, really well. And I've actually been part of a team has ultimately worked with tons of projects on Kickstarter and had some really great success. We've also had some successes with our as well, which I won't talk too much about. But we always look to create an email list of people who have already looked to buy our product or service and are willing to pay upfront for a discounted price. So if they are the 1st 100 of early birds who ultimately secure the service or product, then they can ultimately get a much better price than someone who secures it the next day. So simply by signing up to the email list, you ultimately get a flock of people ready to buy your product, which is obviously what every client and customer wants. So obviously, if you have an email list of people ready to buy your product or service, you can really get that initial gushed wind behind you and the sales will surely come. Now, obviously, there are some cons to this particular approach as well. For example, when you are getting them to commit to paying a dollar or a pound, for example, if they're not 100 per cent committed to buying, then they probably won't sign up. So you might get less initial sign ups for first. What you shouldn't do is you shouldn't focus on getting more sign ups, but you should look at getting more qualified sign ups. I think that's the most important thing. And ultimately, I would rather have a list of 100 people that have paid a dollar for a product as opposed to 1000 people that just haven't paid anything because that's going to actually get you a far better conversion rate overall. And I would argue that maybe 70 per cent of those people who have actually paid something will convert. Whereas out of those 1000, you'd be looking if maybe three per cent converted. Now, brands like Tesla and Apple, for example, always use email sign ups and ultimately create a lot of buzz around their product launches just to get people through the door. And obviously, when you've seen Apple launches, you always see tons of people outside the front of apple stores around the world ready to spend a stupid amount of money on a product that they don't even need because their previous iphone works just fine. And Tesla also use this approach when they launched a new car, for example, and they actually used a referral system, I think where you could only refer another friend who is also interested in Tesla. So basically, they're just grouping people who are interested in cars that use sustainable energy to basically market themselves, which is really, really clever. Now, in regards to Costco, this is a noun simply because it doesn't take a huge amount of money to actually get this type of thing set up and actually really useful in regards to setting things up. I've actually scored this as a three. It doesn't cost a lot of money, but it can cost a little bit of time just to basically get the landing page set up to actually start to create the content to actually drive people to that landing page. The cost may be a little bit higher if you actually need to pay for advertising. So obviously, that is something that you need to consider. Now once everything is set up and you have your automated emails ready to be sent to your email list as you launch maintenance isn't really an issue. So I'm going to score this as a nine because you don't really need to do anything and it's pretty self reliant once you actually have everything in place. Now, in regards to roi this is going to be super important to getting the best momentum behind you as a brand as you start to drive sales through your website or even in store, if you look at two stores who are selling the exact same thing and one is absolutely packed with customers wanting to buy your product and the other is completely empty or maybe it has one, you know, poor little grandma trying to buy a cream cake or something. I don't know, this is going to be astronomical to actually getting the sales that you need. So I'm going to score it in nine in regards to Roi because I think this is really important to gather momentum and get you off on the right foot. Now. I hope you found everything in this lesson valuable. Please reach out if you have any questions, I'm always here to help and support as always. But I will see you in the next lesson.
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