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Building Your Audience 
Creating Interested, Engaged Mailing Lists 
Glenn Stovall
What is an audience? 
— People that are engaged with you, your product, and 
your brand. 
— Building your audience via a m...
Email Converts Better than Social or Search Traffic 
— Social: 0.71% 
— Search: 1.95% 
— Email: 3.19%
Email Has Greater Reach Than Social Media. 
— Social: 6% 
— Email: 20-30%
Together, This Means a LOT More Sales 
— 10,000 Twitter Followers: 4.2 conversions 
— 10,000 Email List: 79 conversions 
—...
Don't give up on SEO & Social 
Media 
They generate traffic you can 
convert into audience members.
Why Build an Audience? 
— Have a foundation. Never start from zero. 
— Customer feedback. 
— Early adopters. 
— More traff...
How Do You Do It?
1. Provide Value in 
Exchange for Joining. 
Signing up for a list = sales 
transaction.
2. Drive Traffic 
Even if You Don't Have a Website.
3. Start Conversations 
Letters, Not Newsletters
Email List Tools 
— MailChimp 
— AWeber 
— ConstantContact 
— Campaign Monitor
Email Capture Tools 
— LeadPages 
— Unbounce
Capture + List Tools 
— Drip 
— ConvertKit
10 Email Offer Ideas
— 10. Beta/Early Access to software/event 
— 9. Present or Future discount 
— 8. Case Study 
— 7. Template/Source Code Fil...
The Last 2 Are From Clay Collin, Founder of LeadPages 
Highest Converting AND Easiest To Do
2. Host a Webinar / Seminar 
1. List of 5 Tools
Short Content > Long Content 
There is a lot of internet out there, people suffer from information overload.
Building Offers Quickly
1. Re-purpose Old Content 
Ex: Compile old blog articles. 
How I created my first incentive
2. Upgrade Old Content 
Video > Audio > PDF > Article > Tweet
3. Repackage "Sawdust" 
Use internal document / project waste.
4. Just Do It. 
You can Create a Short One Quickly.
Set up a Landing Page
Landing Page Tools 
— ConvertKit 
— LeadPages 
— LaunchRocks 
— Unbounce 
— Your Site (if you have one)
Your First Audience 
Members
Host a Micro-launch 
— social media. 
— reach out to friends.
Borrowing Audiences 
— Use Buzzsumo to find influencers. 
— Guest posting. 
— Posting on other networks. 
— Reach out on S...
Content Marketing
7 Tips for Writing Valuable 
Content 
You Don't Have to Be an Expert
1. Do Your Research
2. Write a Headline With a 
Value Proposition
3. Open With A Story
4. Go Long
5. Keep the Piece Visually 
Interesting
6. Give The Reader 
Somewhere to Go
7. Give Actionable Advice
Writing Letters
1. Write to An Imaginary 
Friend
2. No Formatting
3. Use Simple Subject Lines
4. Use Your Own 'From' 
Address. Encourage Replies
5. Start with a Salutation
6. End With a Friendly 
Signature
7. Actually, End With a P.S.
Frequency & Tone 
The '2-1' Rule
— Between 2 a week or 1 every 2 weeks 
— Events / Launches are an exception. 
— Most of your emails should be valuable, an...
Example Email Sequence 
— Value Email 
— Value Email 
— Soft Sell Email 
— Value Email 
— Value Email 
— Hard Sell Email
Questions ? 
glenn@concordantsolutions.com 
@GSto 
glennstovall.com/products/building-audiences
Building Your Audience
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Building Your Audience

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A quick guide to help you build your audience. We'll discuss how to use offers to start building your list, how to write valuable content to keep them coming back, and how to write letters that engage customers, instead of newsletters that end up in the trash folder.

Publicado en: Marketing
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Building Your Audience

  1. 1. Building Your Audience Creating Interested, Engaged Mailing Lists Glenn Stovall
  2. 2. What is an audience? — People that are engaged with you, your product, and your brand. — Building your audience via a mailing list.
  3. 3. Email Converts Better than Social or Search Traffic — Social: 0.71% — Search: 1.95% — Email: 3.19%
  4. 4. Email Has Greater Reach Than Social Media. — Social: 6% — Email: 20-30%
  5. 5. Together, This Means a LOT More Sales — 10,000 Twitter Followers: 4.2 conversions — 10,000 Email List: 79 conversions — 1,880% Increase in conversion rate.
  6. 6. Don't give up on SEO & Social Media They generate traffic you can convert into audience members.
  7. 7. Why Build an Audience? — Have a foundation. Never start from zero. — Customer feedback. — Early adopters. — More traffic & social media shares. — Idea Validation (minimum viable audience). — Always Yours.
  8. 8. How Do You Do It?
  9. 9. 1. Provide Value in Exchange for Joining. Signing up for a list = sales transaction.
  10. 10. 2. Drive Traffic Even if You Don't Have a Website.
  11. 11. 3. Start Conversations Letters, Not Newsletters
  12. 12. Email List Tools — MailChimp — AWeber — ConstantContact — Campaign Monitor
  13. 13. Email Capture Tools — LeadPages — Unbounce
  14. 14. Capture + List Tools — Drip — ConvertKit
  15. 15. 10 Email Offer Ideas
  16. 16. — 10. Beta/Early Access to software/event — 9. Present or Future discount — 8. Case Study — 7. Template/Source Code Files — 6. Work sheet / Cheat sheet — 5. Video Tutorial or Course — 4. Email Course — 3. eBook
  17. 17. The Last 2 Are From Clay Collin, Founder of LeadPages Highest Converting AND Easiest To Do
  18. 18. 2. Host a Webinar / Seminar 1. List of 5 Tools
  19. 19. Short Content > Long Content There is a lot of internet out there, people suffer from information overload.
  20. 20. Building Offers Quickly
  21. 21. 1. Re-purpose Old Content Ex: Compile old blog articles. How I created my first incentive
  22. 22. 2. Upgrade Old Content Video > Audio > PDF > Article > Tweet
  23. 23. 3. Repackage "Sawdust" Use internal document / project waste.
  24. 24. 4. Just Do It. You can Create a Short One Quickly.
  25. 25. Set up a Landing Page
  26. 26. Landing Page Tools — ConvertKit — LeadPages — LaunchRocks — Unbounce — Your Site (if you have one)
  27. 27. Your First Audience Members
  28. 28. Host a Micro-launch — social media. — reach out to friends.
  29. 29. Borrowing Audiences — Use Buzzsumo to find influencers. — Guest posting. — Posting on other networks. — Reach out on Social Media
  30. 30. Content Marketing
  31. 31. 7 Tips for Writing Valuable Content You Don't Have to Be an Expert
  32. 32. 1. Do Your Research
  33. 33. 2. Write a Headline With a Value Proposition
  34. 34. 3. Open With A Story
  35. 35. 4. Go Long
  36. 36. 5. Keep the Piece Visually Interesting
  37. 37. 6. Give The Reader Somewhere to Go
  38. 38. 7. Give Actionable Advice
  39. 39. Writing Letters
  40. 40. 1. Write to An Imaginary Friend
  41. 41. 2. No Formatting
  42. 42. 3. Use Simple Subject Lines
  43. 43. 4. Use Your Own 'From' Address. Encourage Replies
  44. 44. 5. Start with a Salutation
  45. 45. 6. End With a Friendly Signature
  46. 46. 7. Actually, End With a P.S.
  47. 47. Frequency & Tone The '2-1' Rule
  48. 48. — Between 2 a week or 1 every 2 weeks — Events / Launches are an exception. — Most of your emails should be valuable, and contain no selling. — The Soft Sell Email — The Hard Sell Email — Minimum 2:1 Value / Sell Email Ratio.
  49. 49. Example Email Sequence — Value Email — Value Email — Soft Sell Email — Value Email — Value Email — Hard Sell Email
  50. 50. Questions ? glenn@concordantsolutions.com @GSto glennstovall.com/products/building-audiences

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