We continue our conversation about growing an email list by looking at some of the other places to consider putting a signup form on your website. Know the highest trafficked pages on your site, so you\'re not missing opportunities to grow your list. 00:22 Andy Shore: Welcome back everybody to another episode of Clues for the Clueless Email Marketer, we\'re continuing our discussion on growing your list and we\'re focusing on all the other pages of your website. We talked about your homepage, we talked to you about your blog, most sites have a couple of other pages besides that and that\'s what we\'re gonna talk about today. 00:39 Daniel Miller: Yeah, okay, so again, we\'re talking about how to grow your list with signup forms and, as Andy mentioned in the blog, we specify it based on content, a home page we specify based on... Because it\'s nine times out of 10 your most popular page. Now we\'re gonna talk about a few other pages that you may have. Now, we\'re gonna get really specific here. Don\'t worry if this doesn\'t apply to you, that\'s fine, but try to get the general ideas as to what we\'re trying to say here and how that applies to your business. So let\'s set off with pricing, okay? 01:07 DM: If you offer a product or service, you probably have a pricing page. In some cases, if you\'re doing consulting, you may not be able to set an exact price in there. And you normally have a contact form, right? Well, that\'s a perfect way to immediately start to get people to sign up. Right there on that contact form, you may wanna add a little checkbox that says \"I would also like to receive updates on your product and services, features,\" and so forth. The other thing that you can do with pricing which, if you go to the Benchmark site, you\'ll be able to see it, maybe have some sort of a manual, something that somebody can download, something that maybe talks a little bit about price, maybe it\'s something that it\'s a custom proposal that gets emailed to them. So what you\'re doing now is somebody is engaging with your pricing page, they\'re showing interest and they\'re saying, \"Hey, email me that proposal.\" And that\'s also subscribing them in. But of course, always remember to ask for permission, don\'t do the switch and bait to where you\'re doing a contact form and automatically that adds them to the contact list. That\'s not fair. 02:09 AS: Definitely. The next page I wanna talk about is our About page or About Us page. In today\'s day and age, there\'s a lot of competition out there. And your brand story and who you are as a company is more important than it\'s ever been because people like working with companies they can believe in and feel good about contributing to and working with. And so, that About page gets a lot of traffic on your website nowadays. It\'s probably up there in your top five most trafficked pages. So if you\'re getting all the traffic there, people are learning about you, put a sign-up form. It\'s the theme of this part of the podcast. But anywhere that potential customers might be or your actual customers, put that signup form there, because that\'s what\'s gonna keep them coming back and in turn leads into customers, and that About page is, it\'s a big one for you, even if you don\'t realize it. And the next one is any product feature pages, right, Daniel? 03:03 DM: Exactly. Any product feature, but anything that\'s talking about more of your product, people... You may wanna have more like a learn more. If you are highlighting some of the products and features or services that you offer, you may wanna subscribe to learn more. And when somebody subscribes to that, you can set up a nurturing campaign in which it\'s three to maybe 10 emails that kind of explains the process that you go through, you talk about your features, how they work, customer success stories. So what you\'re doing there is you\'re earning their trust. And let\'s not forget, marketing has always been about storytelling, but now more than ever, it\'s so important to tell a story. Your product and services, you\'re no longer the only one. It used to be when somebody created a product or a service, their money was able to push them to be the only one that could really advertise. Now, with the internet, it\'s so easy to reach so many people that your competition is always very high, so being able to tell an authentic true story, and being able to do lead nurturing is essential in today\'s marketing. 04:05 AS: Yeah, and the next one might seem too obvious, but it\'s your Contact page. They\'re going there \'cause they wanna get ahold of you. They wanna hear from you. So if they already wanna hear from you, why not add a little signup form that says \"check our newsletter that\'s gonna give you all the frequent updates\" or this, that and the other that they\'re already going somewhere to hear from you, make it easy for them to sign up to your list, because you know that\'s someone that\'s already open to that idea. So it\'s a good lead for a new subscriber. Put the signup form there. 04:37 AS: And we\'ve already discussed, any of the high traffic pages, whether there\'s a landing page that you know gets a lot of traffic, or you never know what\'s gonna connect, but if you know that it\'s ranking and it\'s bringing you traffic, put that signup form, any touch point you have with customers that there\'s a lot of customers there. And last but not least, we\'ve already talked about, both with the blog and the home page, putting it in the footer. But if that same footer is everywhere on your website, it\'s gonna be on every page on your website, so that\'s a great one-size-fits-all solution for growing your list across your website. 05:11 DM: Yeah, and then just one last thing, if it sounds like we\'re saying to put signup forms everywhere, we absolutely are. If you don\'t think that applies to your business, that is totally fine. Again, we\'re gonna say this a million times, test what works for you. We\'re just trying to give you ideas and concepts that will kind of spark that little... Ignite that spark in your mind to really be creative and find different ways to generate new subscribers. 05:35 AS: Absolutely. Catch us next time. We\'re gonna continue talking about growing your list a little bit, and thanks everyone for listening. Good-bye.
Your blog is one of the best SEO tools for your business. It\'s going to drive traffic to your site. Keep those site visitors coming back by converting them into subscribers. 00:22 Andy Shore: Welcome back, everybody, to another episode of Clues For The Clueless Email Marketer. We\'re gonna continue talking about growing your list. And today\'s focus is your blog. So why should you put a signup form on your blog, Daniel? 00:36 Daniel Miller: First of all, if you don\'t have a blog, you\'re missing out big time. If you google anything about how to generate more traffic to your site, content is king. We\'ll have a whole episode probably focused on content later on, but first of all, that\'s the case. Now, why is that the case? Why is content king? Why do you go to Google? You go to Google to find things to do research, to create awareness, whatever that is, you tend to go to a search engine and let\'s just talk about Google for now. When you Google that, you get to that page which most likely most, nine times out of 10, has the response that you\'re looking for. If they have that one response, they may have other responses to other questions that you may like. 01:13 DM: I follow tons of blogs from Sumo, Litmus, Growth Hackers, a bunch of other ones. And the way that I found them is through a Google search going to their blog and then I loved their content so much, I immediately wanted to sign up. That\'s the same experience that you wanna try to create to your user, creating pieces of content that will attract the right type of person and then of course, you don\'t wanna expect them to do that Google search to always find you, it\'s the right time to capture their email and keep them updated with regular content through email marketing. 01:43 AS: Exactly, that\'s how you establish trust. They get to know you as an expert because they\'re familiar with your blog content, so sending them, getting them to subscribe and keep sending to them is the way you keep reminding them that you know what you\'re talking about, you\'re good at this, trust you, do business with you. And it\'s also more of a long play, in terms of a quick sale because you\'re not necessarily making a sale from your blog content, but when they are in need of whatever you\'re talking about, you\'re gonna be the first thing they think of, because they\'ve been reading your blog content, and know you know what you\'re talking about. So you\'re getting customers, it\'s just a little more of a long play. So that\'s the why. Let\'s talk about how, a little bit. Where should people put a signup form on their blog? 02:26 DM: Very similar to pretty much any other page on your site. There\'s a few different areas that really make sense because of the intuitiveness of it, also because of the visual on your site. So, as we mentioned in a prior episode, above the fold is always very helpful, because for those people that may get there, who may not have enough time to kind of read through this blog. Let\'s say that someone is sitting on a train and they\'re reading through, they google something, they get to your blog page and it\'s their stop, and they gotta go. They may not be able to read that full article, but guess what, they may wanna sign up to get your updates and to remember what that blog was about. Other options, as we\'ve said, is the side bar, also the footer. One of the main reasons that I like the footer so much is because the footer applies to any blog page that your subscribers are on. So any page that they go to, they can easily sign up. And in regards to the side bar, it\'s very easy, especially if you\'re using some of the modern CMSs or WordPress, they really give you easy tools to customize and do different things on the side bar, footer and so forth. 03:33 AS: Yeah, and if you\'re using Benchmark, we have a WordPress plugin that does exactly that for you on the side bar, among other things. It\'s called Benchmark Lite? 03:43 DM: Benchmark Email Lite, yeah. 03:44 AS: Benchmark Email Lite, of course, we\'re the experts on our own things, know exactly what we\'re talking about, but it makes it easy. There\'s tons of great widgets that you can use installed in the side bar and you\'re growing your list wherever your customers may be, like Daniel said, put it in the side bar, put it in the footer. If you go to the Benchmark blog, you\'ll see we have it in a pop-up that comes up as you scroll down the page. So, they\'re reading your content and getting engaged with it. It greets them right there and like, \"Hey, you\'re enjoying this, you\'re reading it, get more of it, sign up.\" And one other thing we do with that process is for each different category on our blog, we have a separate signup form, which lets them get exactly the content that\'s of interest to them. 04:27 DM: Yeah, and I think that\'s very important, because you don\'t wanna just send out blanket content. And on the Benchmark blog, we talk about a lot of different topics, going all the way from just a general topic to a very specific topic that may be how to leanify your business. So just because of that, we wanna make sure that people can subscribe to the topic or category that they prefer. And in regards to the pop-up, we did a lot of testing in regards to how that pop-up should really function. And we specifically saw that, we didn\'t want the pop-up to come up right away. We felt that that scared some of the possible sign-ups away and we noticed that showing a little bit of engagement, example, somebody scrolling, was the perfect time to possibly show that pop-up to try to get them to subscribe to us. So again, that\'s just how it worked for us. I highly recommend for anyone listening here, do your own testing and see what works best for your audience. 05:22 AS: Yeah, you might hear us say testing on every single episode we record... 05:26 DM: Exactly. 05:26 AS: That\'s the way you get clued in. Tune in next time. Thanks, everyone, for listening, we\'ll catch you the next time. I\'m gonna say \"next time\" a few more times. Next time, next time, next time. Bye, guys.
We kick off our series of conversations about how to grow your email list by focusing on the most obvious starting point: your homepage. Do you know where you should place a signup form on your homepage? You will after these 5ish minutes! 00:22 Andy Shore: Hey everybody, welcome back. We\'re gonna start talking about how to grow your email list, and the most obvious place to do that is your homepage. It\'s the most trafficked page on your website and we\'ll get into all the other reasons why, but after all, it\'s the page that people go to first. It\'s that first impression, almost always, unless they\'re coming in through search for other reasons, but your homepage is where you\'re at... Where it\'s at, right Daniel? 00:49 Daniel Miller: Exactly, and we wanna start by talking about the homepage because, as Andy said, nine times out 10, for any business or online site, the homepage is the most trafficked page. You may have a page that\'s ranking really well in SEO and it\'s bringing in a lot of traffic, but at the end of the day people tend to be accustomed to clicking in your logo in the top left-hand corner on that home button to kinda just go back to base and go home, and I think there is a great opportunity for anybody to leverage the opportunity of asking for an email address to follow up with that person and try to bring them back to the site at a later time. 01:26 AS: Yeah, and that bringing them back is what it\'s all about. We\'re saying that\'s where the most people come to, but you wanna keep them coming back and they might not always convert or make a purchase or make a reservation, whatever it is that you\'re selling that first time, but if you collect their email address and follow up with them from there, then maybe you\'re gonna make that sale. And that\'s really what we\'re all in the business to do is make money at the end of the day. Sure it\'s about keeping customers happy and all that good stuff, but we\'ve all gotta make money so you need to keep them coming back. Those leads need to convert into sales and email marketing is a great way to do that. So put that sign-up form on your homepage and let\'s talk a little bit about where on your homepage that needs to go. And the most popular thing, I think, is putting it right there above the fold. Can you explain a little bit about what above the fold means? 02:16 DM: Totally. So, when you first go to a homepage, or really when you open an email, that first impression that you see, whatever you can see on the screen right there, that is considered above the fold. The second you start scrolling, anything below what you initially see is considered below the fold. So whenever somebody goes to your website you wanna try to make sure that that sign-up form is visible above the fold. If you\'re using one of the CMSs like WordPress, they tend to have a really convenient right-hand column or left-hand column that allows you to add either a button or the sign-up form itself right there. So anybody that\'s browsing through your page they can easily see that, they may not have time right this second to actually browse through, make a purchase or something else, but they don\'t wanna forget about you so they\'re gonna wanna sign up to receive your emails and come back later on. 03:08 AS: Yeah, totally. And another place that you may see it is the footer, and people don\'t always scroll all the way down your website. We look at our Google Analytics and see exactly how far people make it on our page and sometimes that\'s disenchanting, sometimes you\'re excited, but you do know that the people who make it all the way to the bottom are genuinely interested in what you\'re doing, and if that\'s the case, you\'re very likely gonna get a subscriber because they\'re gonna want to know more because they wanted to know everything you had there on the page. And not only that, people are used to it being in the footer, that\'s kind of a place that we\'re trained to look, how you may see the stats that our eyes naturally go over those Google ads at the top of your search now \'cause we\'ve all just grown accustomed to them being there, but in the same way people are accustomed to looking for that sign-up form in the footer a lot of the time, if they don\'t find it there above the fold. So that\'s another great place to do it because people\'ll know to look there. And there\'s also the sidebar, right? 04:06 DM: Yeah, a sidebar is pretty much what I mentioned earlier that WordPress does a really good job at really making it easy for anybody to manipulate and customize their sidebar, whether you want a left navigation or a right navigation. But as a bonus one, let\'s talk about pop-ups. Those annoying pop-ups that you get as soon as you go to that website. You do a Google search, how do I do this? You get to the site, and without even being able to read the first couple words you get that pop-up that comes right up, \"Sign up and get our latest tips or weekly recipes.\" Or whatever it is that that site is about. To you and I that may be annoying, but believe it or not, they work. I believe sumo.com has excellent stats on how often those pop-up forms work, but I really... I recommend leaving it up to you. Do a test, see what works for your audience depending on if people go to the site, maybe have a test first that waits a minute, maybe have another test that waits till they scroll to a certain point, and maybe do another test that does right away. In all cases, test them out and really do what your audience likes best. So if you see that it pops up right away and people do not like it maybe extend it to something else. 05:17 AS: Totally, and we\'ll have a whole episode dedicated to pop-ups versus regular ones. We\'re gonna get into all this good stuff. We promise you we\'re keeping it easy so you can get in and get out and start actively doing things to improve your email marketing and cluing yourself in. This is it for today, we\'ll catch you next time. Thanks for listening!
Have you ever felt clueless about something when it comes to email marketing? I know I have. Truth be told, I used to pray that someone approaching our booth at an expo would talk to any of my other coworkers manning the booth with me. I feared someone would expose my lack of knowledge in a certain area. Eventually, I realized I was able to help the majority of the people at those events and that it was OK if, and when, I had to say I was unsure of something or if I had to consult someone else to learn more. Then, I’d be clued in the next time that question came up. We all become less clueless when we’re open to learning. That’s why we’re launching Clues for the Clueless Email Marketer. It’s a daily podcast to teach you something new about email marketing with every episode. We know you’re busy and that you have plenty to focus on every day. Many business owners and marketers are forced to wear multiple hats and shoulder different responsibilities. We get it. That’s why each episode is limited to five or so minutes (save for a few special ones here and there). Allow us to accompany you on a coffee break or binge us while you’re stuck in traffic. You can find these daily mini-episodes every weekday on iTunes and Spotify. We’ll also be posting a digest of the week’s episodes every Friday. In this first episode, we introduce the podcast and begin discussing the importance of having an email list and why you should work to grow it. Transcript 00:22 Andy Shore: So, welcome everybody to Clues for the Clueless Email Marketer. This is our first ever episode, one of very many to come we hope, and it\'s me and Daniel, who you all know from the Heart of Business Podcast. 00:37 Daniel Miller: Hey, everybody. 00:38 AS: And we actually just launched an episode of the Heart of Business with the director of product management from CRM, Paul Rijnders. And we announced the CRM version of this, this is the email version. We\'re gonna be releasing daily episodes, little five-minute mini-sodes that focus on one little section or tip or maybe even stretch one topic over multiple episodes so that we\'re just always delivering content to you that\'s gonna be practical strategies that help you get your email marketing done. Welcome, we\'re really excited about this, we\'re excited for your feedback, we\'re not calling you clueless, it\'s all about that becoming not... Blah, blah, blah, blah, blah, blah, blah. It\'s all about becoming the one who isn\'t clueless. We all have things to learn, there are gaps in all our knowledge and we\'re here to fill \'em in when it comes to email marketing so that we all feel like pros by the end of this. So welcome, we\'re gonna get started on our first topic. Do you have anything to add to what I said, Daniel? 01:37 DM: I think we\'re all set, let\'s get going. I\'m excited. 01:39 AS: Yeah. And so, this first topic we\'re gonna talk about is why your list is so important for email marketing and how you start growing that list and why it\'s important to grow that list. So why is a list so important for business, Daniel? 01:56 DM: So let\'s talk about what a list is, right? And I think, in our interview with Chad White when he wrote that book, The Rules of Email Marketing, there was a really interesting quote that I thought was very worthy, I guess, \'cause we talk a lot about lists and buying lists and creating lists and harvesting lists and building organically your own list. And one of the things that he said is that, \"In no way, shape or form does anyone ever own their list. Owning a list is like owning a number of handshakes with your friends, family and coworkers.\" And I kinda agree with that, but at the same time, one thing that absolutely is certain is that building your own list of subscribers really gives you full control over what you can and can\'t send to them. Whether they give you consent or not afterwards, or they decide to no longer receive your emails, you\'re still in full control, as opposed to going on a social channel like Facebook or Instagram or something like that, where first of all, you gotta beat the algorithms and then on top of that, they have full control over what is the content that all the users see. So when we talk about our list, we\'re talking really about the list of customers, the list of subscribers, the list of potentials that you have at hand for your marketing and sales team to connect and reach out with. 03:19 AS: Yeah, and you reference social media a bit there and Facebook seems like that ever-present thing in our daily lives and it may continue to be that, but it could go away one day. Think about MySpace, your top friends don\'t matter anymore, they\'re barely even there. I don\'t even know if you can still access your old pages and all the networking you did there is all for naught \'cause it\'s irrelevant now. But email\'s here, it\'s here to stay, it\'s not going anywhere, and you\'re not gonna just lose an entire network that you built because that social media it comes and goes or something else... Some other trend passes. And like Daniel said, you have full access and control over it. 03:58 DM: And that\'s actually a really good point that you bring up, I have a lot of friends that have told me that they\'ve deleted their Facebook app, that they\'ve deleted their Instagram or they\'re no longer on Twitter \'cause they don\'t quite get it or whatever else and that\'s something that when it comes down to email, we may ask a millennial, \"Hey, do you have an email?\" Until they get a job, they\'ll say, \"No.\" But once they get that job, once they get into the real world to where when you\'re signing up to things you really try to get that fairly early. You\'re like, \"Oh, crap. I need an actual email address for these kinds of things.\" That\'s when you start to realize that email is unique. And not only that, but it\'s something more secure than a social platform that could just be a phase and let\'s not... Facebook has been around for, I think, a little over 10 years now, but it\'s still... They fight day and night to make sure that people still come online, that they may not be there tomorrow, so it\'s always something to keep in mind. 04:50 AS: Yeah, and think about it, you pick up your smartphone every morning when you wake up, you check your email, maybe it\'s on a commute on the way to work first thing when you get there. Everyone\'s checking emails. So your list is important because that\'s the way you\'re reaching people on their person at any time of day or night, not just when they log into a social media account. So you talked about why a list is important, why is growing that list important? 05:12 DM: Oh, man. Okay, so we\'ve talked about in regards to having an organic list, how valuable that is to a company. Aside from that, when you look at... And I hate to keep going back to social media, but I do believe that email in a way is part of the social channel, there is a back and forth communication. When you send an email out, them opening that email, reading it, clicking on links is them telling you whether they like your content or not. So that\'s why I think it is a two-way communication channel. So when you start to grow your list you\'re able to create different profiles inside of your own list to then match that to the subscriber and send out really relevant emails to where when you\'re sending a message on a social channel, you\'re really just posting for the entire channel and there\'s not as much, I guess, personalization that you can really dedicate saying, \"Hey, this is what was left in your shopping cart,\" something like that. So, growing your list and not only growing it but keeping it well segmented is essential for email marketing. 06:18 AS: Yeah, totally. Plus, there\'s some list churn that\'s gonna happen automatically, that people change jobs, they stop using email addresses, whatever it may be, that people are gonna leave as people come in and if you don\'t keep growing it, that list is just gonna deteriorate in quality as time goes on, so it\'s important to actively grow that list, sign up forms, different things. We\'re gonna get into all the great ways that you can grow your list next. So say tuned, guy... Guy, guy. There\'s one listener. [laughter] But we\'re gonna get on to it. So, I just wanna wrap up a little bit, talking about why it\'s good to grow your list and it\'s about expanding your reach, too. You don\'t wanna just talk to the same people, your business doesn\'t grow that way. 07:03 DM: Exactly, and it\'s something that really having the thought process and I guess the strategy behind your email marketing process to where you\'re really looking to continue see it expand and being able to really manage your list really kinda tells the heartbeat of your business. It\'s a really easy way to kinda gauge what your subscribers are really into, and as you see drop-offs and growths, you really know what\'s working and what\'s not, right? The more strategies that you see, that you\'re getting higher open rates, click through rates and people start to share those emails is a very valuable... I guess a piece of working with your list in email because at the end of the day, people that sign up, they\'re potentially your core customers. You want more of those type of people, so the more you can make those people happy, the more you\'re gonna get. 07:56 AS: Absolutely. And if you\'re doing all those things you just mentioned well, you\'re gonna get that return on investment, which depending on who you ask in the space, ranges anywhere between $38 and $43 for every one dollar you put into it. And with that undeniable ROI, why not grow your list and reach as many people as possible? That is it for our first episode, guys, stay tuned and we\'re gonna start talking about all the great ways you can grow your email list. Thanks for listening, we\'ll catch you tomorrow. Need to Get Clued In On CRM? Feel like you’re also a bit clueless when it comes to CRM or that you could stand to learn a little more? We’re also launching Clues for the Clueless CRM Marketer. Here’s our first episode of that as well: Be sure to subscribe on iTunes, Spotify, Soundcloud or wherever you listen to podcasts!