Many people know the benefits of a generous email list: it is an excellent asset and allows the company to boost both the promotion of new marketing content and business.
For companies that work with more complex sales, the relationship via email with Leads makes the process easier and more effective. In practice, however, many struggles with how to create an email list to call their own.
You may already know, but if you still don’t know, here’s the tip: buying Leads lists is a big deal. The ideal is to build one on your own because only then will it reflect your company’s expertise in the market and have qualified Leads interested in your topic.
The path is hard, but we guarantee that the initiative works and pays for itself. In this post, we will teach you how to create an email list in 5 steps.
5 Steps to create an email list from scratch
In summary, these 5 simple steps guarantee a flood of contacts for your business:
1. Preparing to Generate Leads
It all starts with a basic question: why do I want to generate leads? This question is important to align expectations. Lead generation is an investment in the relationship and pays off in the long run. In general, the bigger the ticket and the complexity of the purchase, the more the Lead must be educated before deciding on the purchase.
Let’s take as an example the difference between the process of buying a course at a university and a cell phone case. While in the first case, the buyer considers a series of characteristics before closing the deal, in the second, he usually buys impulsively and unplanned.
In this context, it is clear that the education company has much more perspective of being able to direct the Lead through information and relationship than the cell phone accessories store. But even she can see value in bonding with a base and making occasional sales if she thinks long-term.
It is time to reflect on a second question: what kind of leads am I looking for? To answer it, we need to know who the consumers of our product or service are.
A good way to formalize this information is through the creation of personas, which is the personification of your consumer’s characteristics. The more the Lead is similar to your ideal persona, the greater the chances that he will become your customer.
Being fully aware of the second answer is the basis for the final question: how to attract the interest of these leads? Here it is important to think about what is the best possible offer for our personas and where to communicate it so that the right people can find it. We know that each business is unique and that is why these choices will vary according to the segment.
Throughout the text, we will detail the main types of offers and acquisition channels, so that we can put our first hypothesis into practice.
2. Initial Setup and Lead Generation Offers
Among so many possibilities of offers to attract Leads, it is up to you to identify what is most interesting to your audience. We have separated the possible baits into four large groups according to the cost-benefit and indication of use of each one.
There are eBooks, webinars, and mini-courses, all to educate Leads on how they can solve a problem or take advantage of a business opportunity. Empowering the market empowers your company with search engines like Google.
These are simple spreadsheets and templates that help the Lead recognize a problem or solve it. The interesting thing about this type of offer is the ability to attract Leads advanced in the purchase process, who are looking for ways to put their ideas into practice.
One example is our Marketing Automation Planning worksheet, which helps you think about what content to create and how to organize it within a Marketing Automation flow.
It’s a classic but still very effective way to get attention. Discount coupons or sweepstakes are examples of this type of resource, whose great advantage is the potential for buzz and virality.
An important caveat: be careful not to attract leads that have little or nothing to do with your persona. Sometimes people may arrive who just want the prize and are not interested in creating a relationship with your business.
Examples are the contact links on the company’s website, budget requests, and marketing evaluation requests. As they are requests from the Lead to the company, these offers can bring people more advanced in the purchase process, who have clear doubts or are evaluating the acquisition of your solution.
It is worth noting that often the company has internal materials that can serve very well as an offer. Whether it’s a manual, training for the team, or even a spreadsheet used in the work routine, it’s up to you to think about what is relevant to share with your audience.
3. Landing Page creation for conversion
Having defined the most relevant offer for your target audience, ask for the user’s information in exchange. For this, we use a Landing Page, a page designed exclusively for conversion and designed to generate the least possible friction in this action. The elements that must be observed when creating a Landing Page are:
Search Engine Optimization (SEO)
Doing SEO is a way to make your offer more likely to be found by those who search for the subject on tools like Google. Generally, the offers are interesting and tend to have some repercussions, so the page has a lot of potential to be in a good position.
Optimization for Conversion
Here, think about the text that explains the offer. It should convey to the visitor the value and benefit of the content and be professionally designed. In the conversion form, include fields that reveal essential user information.
Thank you page
After conversion, the Lead is usually directed to the company’s homepage. Our tip is to take better advantage of this moment, taking the user to a thank you page that offers a second offer, related to the previous one.
4. Landing Page Promotion to New Visitors
This step will help us to better understand how to answer the third question of the preparation, dealing with where we are going to look for potential visitors to the Landing Page created. Below we have a survey of the main acquisition channels:
You can use social networks, yours and the company’s, to indicate the offer and the Landing Page. More than that, remember to encourage people to share the offer: either through buttons on the Landing Page via confirmation/thank you email, etc.
CTA on website and blog
An inexpensive alternative that generates results is the use of banners and links on your website and blog. Here are some tips on how to get your Calls-to-Action noticed and clicked. Links and callouts along with posts on topics related to the offer can work very well.
Working with paid media on Facebook, Google, LinkedIn or any other channel is an option with great potential and measurable returns. Each of them has its quirks, but in short, they all use the power of segmenting users to drive a precise message to potential leads and customers.
Paid media, although demanding a financial investment, has great power to generate results in the short term.
Theme discussion groups
On Facebook, LinkedIn, or other specialized platforms, find groups where your potential market is present. Interacting with users is an inexpensive and effective way to attract qualified visitors.
A golden tip is to try to share the action (and the Leads generated) with other companies whose target audience is common to yours. The scope of the offer will be extended with little additional effort or investment, benefiting both parties. Learn more about how to amplify your results using co-marketing in this post.
5. Evaluation of results and planning of next steps
Depending on the complexity of the product and the quality of the Lead generated, the sales cycle can vary greatly. So don’t be hasty when analyzing the return generated by a crop of Leads.
Chances are, many of the users will still be educated or worked on by salespeople months after the conversion. It is possible to predict the results to come by looking at earlier stages of the sale.
It is important to monitor how your strategy is doing, analyze each period and understand the perspectives. We suggest two basic studies to measure and optimize your efforts:
Of the Leads generated, how many have the desired profile and seem to be perfect for your company? Does that seem like enough?
These are the customers you are looking for and, even if they have not made the purchase, they are a good sign that you are on the right path.
Then there will be adjustments to the lead nurturing, the sales process, and other channels. But this is a good indicator to know if the actions have worked or not so far.
Origin of results
Among the channels you have been working on, which ones are most responsible for your results? How much has it cost to generate a qualified Lead in each channel? This analysis will help you understand which efforts have worked, what needs to be fixed, and which strategies to invest more in.
The analysis becomes more complex as your company evolves and Digital Marketing actions increase. Rest assured, the initial steps presented in this post are enough for you to start from scratch and generate leads.