Guys, we need to talk about something important today. Because I know, just like me, you’re putting a lot of time and effort into not only creating blog and social media content, emails, and interacting with your audience, but also analyzing what works best and when to post and how to share.
Growing a following online is not easy, and while I’m super proud to see all of you working hard to figure out what works best for drawing in the right people for your business, I also see lots of you skipping over something super important.
Here’s the thing – if you put time into Pinterest and Twitter and Instagram and Facebook and Periscope and your blog and your list, but you don’t have an ENDGAME for your readers/followers/subscribers, your business will NOT grow and it will NOT succeed.
So, what do I mean by endgame?
Once you’ve earned new email subscribers, how are you moving them to make a purchase from you? Once people follow you on Twitter, how are you getting them to hire you?
Unless your endgame is literally to be super popular, you’ve stopped short of moving your audience to take action, which is what helps to GROW your business (because clients/customers/revenue).
Building a following on any of those platforms takes a lot of time, right? If you’re spending five hours each week pinning or scoping like a boss and by Sunday night you haven’t made sales, earned a new client, or at least gotten a bunch of new subscribers, you’ve stopped short of finishing your task.
You MUST have a plan for what readers, followers, and subscribers will do after they join your audience. And YOU must guide them through the process.
It’s like you’ve set up a course for your audience to run, but you forgot to tell them where the finish line is.
The finish line needs to be obvious with neon lights and balloons and confetti. People need to see it and get super excited to cross.
Now, if you’re sitting there thinking…Sarah – holy crap, I totally screwed up. I’ve got my audience reading and following and sharing, but I haven’t told them about my products or services even ONE TIME….
Here’s what you can do to fix that on social media
Go to Twitter or Instagram or Periscope and tell people about your awesome product/course or that you’re now taking on new clients.
Like so . . .
Share your products or services on a regular basis (in a conversational way) and add the link to buy what you’re sharing (especially on Instagram) to your profile/bio.
Here’s what you can do to fix that on your email list
Email-wise it’s important to continuously connect with subscribers from the day they join your list. This means you’ll want to have a sequence of automated emails set up to deliver content every few days. Generally I populate this with blog posts (all related to one topic) from my archives. So if someone joins my list through a business-related opt-in, they’ll receive business-related emails every three days for about two weeks and within those emails will be a sales pitch for one of my business-related products.
And don’t get all worried that they will unsubscribe . . .
People are more likely to leave your list because you are NOT sending emails than if you are.
I actually use these emails to get people who aren’t really interested in what I have to say OFF my list because I’m paying for every single person that stays on!
Now consider this – if you are only sending out one monthly email and don’t put subscribers into an automated email sequence, they could wait up to 30 DAYS to hear from you again. And even if the emails you send are packed with value, they may not remember signing up for your list or who you are at all.
Keeping a connection with your audience not only helps them stick around longer but primes them for the point at which you do send a sales pitch or remind them to purchase your course or ebook.
Here’s what you can do to fix that on your blog posts
The best way to get people to make a purchase or hire you is to prove your expertise and help them out for FREE. Blog posts are a great way to accomplish this with a whole bunch of people at once.
Adding a reminder of your ebooks, courses, or services or including case studies from your clients or students within your blog posts is a super un-sales-y way to make sure your audience knows what you offer and get them to that finish line.
Allyssa Barnes did a great job of name-dropping her new book in a recent blog post . . .
Whether your end goal is singular or you’re directing social media and blog traffic into multiple sales funnels, the bottom line is you gotta know where you want all those people to end up and it’s gotta be pretty obvious to your audience so they can keep moving in the right direction.