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“How do I grow my email list?" I’ve been asked this question for years. People hear from business experts that building an email list is the most important thing to do in marketing. It’s a myopic focus. If you talk more deeply with marketing experts, I think they'll agree. None of us need an “email list”. What we actually want is an audience who cares about what we offer.
Compared to the blog post below, the video above communicates
this message with more passion and nuance. Watch it if you can :) “If you get tired, learn to rest, not to quit.” -- Banksy There are good people in my circles -- those I would love to stay in connection with -- who are tempted (or have decided) to deactivate their Facebook accounts… or even leave social media altogether. This makes it harder to stay in touch, and far less likely for them to be top of mind for me. I’m also concerned for the viability of their business, if they lose the long-term marketing benefits of using social media effectively. Do you ever feel like you’re bothering people, when you create/share content? A participant in one of my workshops wrote: “Consistency of communication is my goal. To hold myself more accountable to this and get over the problem I have with feeling that I am bothering people by sending them content via email or other means, even if they have signed up for my list!!" “Just unsubscribed from a group which I had been a member for only 3 months. She was sharing free content, along with a few live videos. Eventually, she posted that people are taking advantage, not hiring her as a coach after consuming her content. Literally she said ‘If you don’t want to move forward, just leave.’ So I left, because I sensed anger and lack.” — a comment posted on my FB page. First of all, I have to say that I can relate to both sides: the client, and the coach. I’ve been there — thinking that just because I’ve shared a lot of free content with my audience, that I’m entitled to have them buy from me. When they didn’t, I was resentful... To reach more people and make a deeper impact with your message, work on improving these 5 factors in your content. Use this list as an audit of your content marketing. Make gradual improvements and you’ll see better results over time. |
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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