On this episode, Jacob talks with one of the truly great marketers out there, Andrea Palten. They talk about being good in business, building an email list, marketing during a pandemic, data and privacy, and more.
Again, Be Good in Business
- Don’t ghost people.
- Communicate!
- Create a trustworthy brand.
- We’re all humans. Your clients will understand. Just communicate with them.
- Tell the truth.
Building an email list
- The bigger your list, the bigger your income.
- When someone gives you their email address, they are telling you that they trust you.
- You own your email list. Not the people, but the list.
- You don’t own social media channels, but you do own your email list.
- Email marketing is a great way to keep yourself top-of-mind.
- Create a weekly big piece of content.
- This could be a blog post, podcast, YouTube video…
- You can then repurpose that piece of content in your email list each week.
- When you’re consistent, people will trust that you’re always there and that you aren’t going away.
- Create a lead magnet - a free piece of content that requires that people give you their email address.
Don’t Spam or Ghost!
- There are two extremes.
- Sometimes, you sign up for an email list and get WAY too many emails.
- Other times, you sign up and never get an email. Then out of the blue you get a sales email.
- Don’t do either! There’s a happy medium here.
- Send emails at least every two weeks. Weekly is the best.
- Some unsubscribing is okay. Shoot for an unsubscribe rate of 2% or less.
- GIVE VALUE. Give 4 times before you get.
- Send 4 emails giving tips and ideas and then 1 email selling your product or service.
How has marketing changed during the pandemic?
- Andrea is moving to more storytelling in her email marketing.
- Consumer behavior is changing. People are more interested in brands and want to connect with the people and businesses they work with.
- We are more lonely than ever.
- We’ve all been burned with politics and social issues.
- Be real. Show up as you. Be authentic.
Data and Privacy
- Make sure you have a privacy policy on your website.
- Make sure you have terms and conditions and disclaimers.
- Be transparent in the way that you use customer data.
- Only collect the data that you actually need.
- Pay attention to laws like GDPR. Stay on top of the news and be aware of what’s happening.
Show up
- Show up on social media and in your newsletter
- Be real and authentic.
- Respond quickly when people reach out.
- Give a lot of grace and patience. We all need it.
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