March 4, 2013 in Internet Marketing
Most email marketers have no idea how to build rapport with their subscribers. They try and build relationships solely through email and it doesn’t work. Sure, you can build rapport through emails, but you can do it a lot better through CONTENT.
Content is the key to building rapport with subscribers. Over the years I’ve experimented with using various kinds of content. Overall I found that these 5 “species” of content work best:
- Blog Posts
- Free reports
Those 5 “species” of content are exactly what you can use to build a sold relationship & foundation with your subscribers. They are free to create and share, most importantly people love them. So let’s go through them:
1. Blog Posts
Honestly, I believe videos are the best way to connect with people and build relationships, but I tend to use blog posts a lot more frequently. For several reasons, number one being they are damn easy to create.
Basically, you need to write a powerful info-packed blog post. Once created, just share it with your email list and they’ll read it. If you know how to blog, it can become a more integral part of your marketing strategy.
You can use your blog to promote affiliate products, but more importantly; sell your own core products. For example, you might have a membership site. If you do have a membership site, a blog is an excellent way to promote it.
So every time you write a blog post, use it to promote your membership site. If you post a video on your blog, put a link to your membership site below the video. With that setup, keep pumping out quality content and sending your subscribers to it.
Your subscribers will eat up your blog content, and you’ll drive a lot of sales to your own products. Your blog should brand yourself/your company and ultimately your products/membership site.
Videos really are the best way to interact with your list and build real relationships. People love videos, it’s effortless for them. What should you create videos about?
Anything that’s relevant and new. Whenever there’s industry news, create a video expressing your opinion on the subject.
It’s not rocket science; building rapport is all about sharing free content that genuinely helps your subscribers, and leveraging it to make sales. Videos are the best way of interacting with people online.
They show the real you, your voice is powerful! It lets people know you’re a real person. I always record my videos, use private hosting and stick them on their own page. The other option is combining blog posts with video. Whatever you do, just provide lots of value for free.
The third species of content as I like to call it is tutorials. Text, audio or video tutorials teaching your subscribers how to do something very specific. It could be tutorial on building backlinks, generating traffic, marketing on facebook, setting up a website or even an email list.
You can create tutorials via video or blog posts teaching just about anything. You can also use tutorials to sell tools and other products.
4. Free Reports
Again, people love free reports. A free report doesn’t have to be anything complex or even detailed. It’s just a word document you write and save as PDF format. People enjoy free reports and will be grateful when you send them one.
Since I’m mainly based in the Internet Marketing/Network Marketing niche, I write reports about stuff like list building, email marketing, search engine optimization, blogging, conversions and marketing. Anything related to your niche will do.
If you’re in the weight loss niche, you could write a free report on 10 foods that shed fat. Anything that will provide value to your subscribers and help them get to where they want to be.
When you send out free reports, make sure your subscribers know its killer information that is “about to be sold to the public soon”, but is temporarily free just for them.
Most people look at free reports as free products, low-value. It’s important that you tell them it’s about to be sold or was previously selling for X amount of dollars.
If you brand it as a free report you threw together then your subscribers won’t think it’s very valuable. However if you tell them it was previously selling or is about to be sold for X amount of dollars, they will download it, read it and rapport will be built.
Just remember: Free stuff doesn’t get much attention.
Webinars are the latest content delivery mechanism. Webinars allow you to stream live video to your subscriber’s screens, in real time.
You can use them to teach just about anything. The cool thing about webinars is that you can always pitch a product/service at the end and throw in a ‘time sensitive offer’.
Because the webinar is live, it’s a live offer; which ignites a buying impulse within attendees. If you want to start using webinars, I recommend buying a course since it’s a complex strategy/subject. To create webinars you need a recording software like Camtasia, Power-point and a webinar software like Go To Webinar.
P.S. Leave me your thoughts, comments and questions below. Also opt-in to the email list on the right for more marketing tips, tricks and secrets.