I got a great question a few days ago, asking if I could talk about how contacts are becoming more relevant than subscribers.
When we asked the question across a broad swath of marketers, the top challenge identified was “getting more of my perfect fit leads”. The marketers who responded ranged from new to highly experienced.
Here’s the difference between subscribers and “perfect fit” leads. And the difference is huge. Getting more subscribers to your blog or your newsletter isn’t what’s going to move the needle on your marketing results, or your sales.
Generic “subscribe to my blog” or “subscribe to our newsletter” are NOT performing well — so if that’s what you’re doing on your website or blog, you are leaving your “perfect fit” leads on the sidelines.
How busy are you today relative to three years ago? I know that I barely have enough hours in the day to keep my head above water given all of the things I need to pay attention to. So… do you think I’m alone in this? I don’t. I think we’re all super busy these days.
I’m going to ask you to examine your habits… How often do you “opt in” to become a new blog subscriber? Or newsletter subscriber? Not me! For one, why should I? What will I get? Will it add value or just be one more email that I need to sift through, taking up space in my already overcrowded inbox? Are you like me?
I want to know what I’m going to get BEFORE I opt in for something. Don’t you? I want to have some idea that what I will get will add value to some pain, predicament, challenge, or curiosity. And if it does, and I’m motivated to get insights into that issue, I’ll opt-in.
We did an experiment a few years back (that resulted in a webinar where we presented our findings)… and I think it’s more relevant now than ever. When you want to attract your perfect fit leads, you’ve got to provide VALUE to get them to opt-in.
In our experiment, we found that content-specific calls-to-action outperformed the “subscribe to our blog” or “subscribe to our newsletter” by over 3500%!
Now we’ve labeled that process, “Optimizing your blog for engagement”… and we teach that process.
But here’s the main point: it’s not about numbers and counts of subscribers or leads. Or how big your list is. It’s whether the people (yes PEOPLE) who opt-in for your content are a “perfect fit” for your products and services.
When you can attract more of your “perfect fit” leads, you can turn more of them into your customers — and they’ll more likely fit your “perfect customer” profile.
But there’s more to it… because getting the lead is just the first step. We wrote in “You’ve got the lead…now what?!”, that it’s about engagement. It’s about gaining the trust of your leads. It’s about guiding them. Ultimately, it’s about caring about your leads and their success, rather than treating them like a homogenous group (aka your “list”) – with what you believe is “one-size-fits-all” content.
When you grow that trust, more leads are willing to take a call from you, to accept a meeting request, to talk with you.
And this requires two important things:
You MUST know WHO your perfect potential customer is — niched and specific – not broad.
You MUST have a system for understanding what content will be the most valuable to them — and then provide it.
At Genoo and WPMktgEngine, we are committed to transforming marketing results for entrepreneurs, coaches, experts, consultants, speakers… we know you’re busy. We also know you’re out to make a difference — and having a system that listens to and treats your leads well — can make all the difference in the traction you gain in your market.
No more marketing as usual! It’s time for marketing that builds your know-like-trust factor with more of your perfect potential customers. The needle has moved on best practices. Leverage them to win in your market.