Greater Than Business Podcast – Episode 007

This is episode seven of the Greater Than Business Podcast, and today we are going to be talking about probably the most important topic that I will be addressing ever in your online business, and that is list building. Having a list of engaged potential clients is the biggest asset that you can have in your business. Now, numbers on your list are not what we're going to talk about today. I want to talk about the quality of your list and how to build a list of the right people. So it's easy to just go buy a list online and try to market to those people and it's, it doesn't work. What you need to do is start from the bottom, build your list with your own tribe, make sure that you're keeping your list really, really clean and engaged, and make sure that those people are qualified to be on your list.

Now, the way that you can do that is by putting out content that aligns with your brand. So we're going to get into that a little bit later on what type of content you should be creating and all of that stuff. But right now I want to talk about how you can build a list of quality leads. A lot of people get caught up in needing a big list, but I can tell you firsthand, if you have a big list, you have a dead list and you don't want a dead list. People that I've worked with in the past, I've had lists of over 300,000 people and their open rate was drastically lower than someone that has a list of 12,000 truly engaged people. So having your list clean and no spam traps, no dead emails, no bounces, no, basically just get the crap off your list is essentially what I'm trying to say here.

So building a list and really and truly monitoring it, nurturing it, helping your tribe, your leads to get to where they want to go. It's not just about selling to your list, although that is going to be the key way that you're going to make money in your business, but you need to really remember that on the other end of your list is a human being. There's a person there. They're not just going to open up their wallet, give you your car, their credit card number, and allow you go nuts with it. They want to build a valid relationship with you and the best way to build that relationship is to take into account that there is a person on the other end of every email that you send out. When you are building your list, you want to make sure that you are going to be hitting the people that you want on your list.

So putting out content, inviting people to opt into your list. You shouldn't be doing it from a place of scarcity and desperation. You need to do it from a place of being authentic and actually wanting to help these people. Yes, you have products that is, they're ultimately going to help them further, but you need to make sure that when they're joining your list, you're giving them a reason to stay fully engaged, interact with your content as well as stay on your list and not to unsubscribe. Now, first thing I want to do is set you up with a proper mindset for your list strategy. And that is that unsubscribes are your friend. If someone unsubscribes, it's not about you. All it means is that their trajectory of their business has changed and maybe you're not aligned with them anymore, and that's fine. Honestly, it is the biggest blessing when your list cleanses itself.

So obviously if someone is unsubscribing from your list, they're saying, I loved your content, but something's changed and now I don't need it. I don't need your help anymore. Maybe they've moved beyond what you're offering, or maybe they have quit their business. Maybe they've changed directions, maybe they're offering something completely different now, maybe they've gotten to a different space, it doesn't matter. But what they're doing is they're telling you thanks, but I'm good. And then you just let them go and it's fine. It's not about you, it's about them. So firstly, I want to let you know that unsubscribes and a small list are perfect. Yes, perfect. I promise you, I have seen people have greater success with a small engaged list versus a massive list of people that don't even open their emails. They don't even care. Because if you're writing an email and spending all of that time producing quality content for your list and nobody's reading them, then you're wasting time.

Yes, you may be able to tell your friends you have 300,000 people on your list, but at the end of the day, I could tell you I have hundred thousand people on my list. You wouldn't know one way or the other. But I would know that I'm not being authentic and I'm lying. And is that gonna get me bonus points with you? Maybe. But is that going to make me feel good? No. So having a small list is fine. It's only you that knows your numbers. And honestly, engagement is key. So without any more ranting about lists, I want to dive right into the content of today's episode, which is all about building a quality list. So first off, the way that I get my clients to build their list is by tackling pain points. So what I want you to do is sit down and think about all of the different pain points that your service or your course or your business help to solve.

So sit back, really think about dig deep, even survey your audience that you already have. Maybe you have a Facebook group or maybe you have an existing email list. And I want you to really thoroughly engage with them and find out what are they struggling with, what are their pain points? Generally, if you've done enough background into your ideal client, you'll know what the pain points are, but sometimes you get so into it that you just forget. Um, those key moneymaking pain points. So what I want you to do is sit down and list out all of the pain points. So right now for me, myself, in my own business, I have written out this list of all of the pain points that I want to target or the type of people that I want to target with these pain points. And to be completely transparent, I have 27 different pain points that I create content around.

So like there is no big list or there is no right or wrong. You could have three pain points. The thing is is that you just have to start thinking consciously about this and for me it happens to be 27 I used to only have 21 and then I've actually recently added some extras to it. Once I started talking to my audience a little bit more, I found out more topics that I'd like to speak on and more pain points that I can address. So this list will change. It doesn't need to be something that is set in stone. Like from here on out, you can only ever talk about these three pain points. No, you can grow, you can expand as your knowledge grows, you can obviously address more. But what I want you to do is think of at least three to five starting pain points.

And what I want you to do after you've created this list is then come up with ways to solve those pain points. So if you are building a business on teaching people how to cook, obviously one of their pain points is going to be that they don't know how to cook or they may not know the gadgets in their kitchen that they need. So then what you would do is you would create a pdf or a video series or some form of a lead magnet and then from there you would address those concerns immediately. So if it's the fact that they don't know what gadgets they need to have in their kitchen in order to be able to cook on the fly, then you would let them know that you should probably get a potato peeler. You should also get a cheese grater. Measuring cups are handy to have, like things like that.

This is a very basic list, but obviously someone that is completely new to the kitchen won't know. So they're more willing to opt into your list to get further guidance from you because you have now established yourself as the expert in basic cooking skills. So you were going to become their go to resource after they have joined your list. And then from there, every time you email them, they're going to remember, hey, they really helped me out the last time when I was stuck and I didn't know how to use a measuring cup. So from here on out you are going to become their trusted guide in this process. So every time they want to try a new recipe or they think, hmm, I think I'm comfortable making that, they're going to go to you to see if you have a recipe for how to make the greatest hamburger in the world or whatever it is.

And that is how you're going to establish trust in your business and how you're going to grow your list. Because chances are if you have one person that doesn't know how to cook, they have friends that don't know how to cook too and then you are going to get their friends referred to you and it's just going to keep growing and growing and growing. So by addressing pain points as simple as they may be in creating a quick resource that they can download in exchange for their email address, you're going to grow your list. And then from there, it's how you communicate to your list that will determine if they stay on your list and then obviously ultimately purchased something from you. So the best way to get your, basically to get people onto your list is to allow them to opt in for whatever lead magnet you have created.

And then from there you have them on your list and you can continue to nurture them and guide them towards a product that they may be able to purchase to accelerate whatever pain point or resolving whatever pain point it is that they have. So now what I want to talk to you about is basically how to get people to opt in for your lead magnet and how to get their eyes on your stuff before they join their list. So the best way that I know how to do this is by creating evergreen content. So what I mean by that is creating blog posts or a blog or podcast or videos on Youtube, social media posts, a Facebook group, basically some platform somewhere that you can share your content and the content that you're creating should be addressing those pain points. And then from there you address the pain points.

You tell them, hey, I have a solution for you, opt in and I'll be able to help you. And then send them targeted emails after that addressing their pain point. If you want more on how to set up that, that's kind of getting into a marketing funnel beyond once they join your list. But if you want more information on that, you can head over to show notes from episode one and episode two of the greater than business podcast and those two cover marketing funnels in great depth. So if you are confused on what to do after someone joins your list head over there, watch those two episodes, it would be greater than business.com forward slash zero zero one and forward slash zero zero two and from there you'll get all the resources that I have on starting out with building your marketing funnel. So for this back to list building, what I want you to do is create at least three pieces of content related to that pain point and that opt in.

So what I want you to do is write out a blog post, a social media post and record a video, let's say three different pieces of content where you can share them across different social media platforms. You could run Facebook ads to them. Basically you're giving them free content with the ability for a content upgrade. And that content upgrade is your opt in, which is your lead magnet, your pdf, your video, whatever it is that you're getting them to opt into to join your list. Once you have those three pieces of content or beyond, then you can share them across social media platforms. From there, you could create various different posts talking about the core piece of content. So for the example that I'm going to give you right now is I always create a blog post and from there the blog post is going to basically outlined the pain point where you are in your business.

If you feel like you are struggling, how to help, give them a couple of quick tips and then let them know that you have a bigger expanded resource available and then allow them to opt into whatever that bigger expanded resources, which is going to be, in my case, it's generally a pdf because I like the PDFs. So I will create a little guidebook or a checklist or something like that where they can then opt in to further expand on what they've just been reading about. And then from there all I need to worry about is just constantly um, directing traffic towards that content piece. So I'm not asking people directly to opt into whatever my offer is. What I'm doing is I'm hitting them in their core issue or pain point, giving them free value and basically saying, I've outlined everything in this blog post for you, but if you want a little bit more or a workbook that you can go through, then opt into my list and then from there I will message them with structured content because they've offered to opted in to a specific pain point.

So for example, let's use the marketing funnel example. So if you are struggling with setting up a marketing funnel, you don't know what a marketing funnel is, you don't know how to use them effectively. Then I would write a blog post all about the basics of marketing funnels and then from there I would have an opt in at the bottom where you can opt in for my free guide on how to create a marketing funnel. So the post itself is going to be about alleviating the pain point of I don't know what a marketing funnel is. Then the opt in is going to be okay, now that you've read the piece of content and you understand what a marketing funnel is. Now I'm going to help you to create one in your own business, which is what my pdf will teach you. And then from there they get put into a marketing funnel.

So a marketing funnel, it's kind of awkward, but in that marketing funnel, then what I'm going to do is I'm going to send them very structured pieces of content that will further nurture them along into purchasing my course on marketing funnels. So you can kind of see how this will build up a quality list where you're going to be addressing all of the pain points of your potential clients, but you're doing so a way that feels good because you're helping them with your free content, but yet you're also helping them by letting them opt in, in exchange for a piece of valuable content, which would be your pdf or video series or whatever it is. I have a list of different, um, opt-in offers that you can have. Um, I'll include the link to that in the show notes, but basically you're giving so much to this potential lead that if this really is a pain point for them, it becomes a no brainer for them to join your list.

And then once they join your list, it's up to you to keep delivering the content that you've promised. So obviously in this example of the marketing funnel, I'm not going to email someone about marketing funnels and then all of a sudden start emailing them about candles. That doesn't make sense. I'm going to keep emailing them related to the pain point that they've opted in for. And then also what I'm going to do is let them know they're going to be added to my main newsletter. And from there when they get added to the main newsletter, that's where I can show them other things that I bring to the table. So I can then talk about getting organic traffic or whatever other pain points that I want to address. But I'm not going to start emailing them completely all the time about a different subject. I'm going to switch it up here and there and then if they do opt in for a different pain point, then what's going to happen is they're going to be flagged in my system as having two different pain points.

So anytime I create a new product related to those pain points, then of course I'm going to know I have this list, a subset of my main list that are all interested in this topic. And then I can easily sell to them later on down the road. But I don't want to build my list with the intention of only ever selling to my list. I want to expand their knowledge, give them valuable resources so that they can grow their business well, absorbing my content, basically getting, picking my brain essentially, but strategically picking it where I get to decide what I'm sharing and then what they have to opt in to learn more. And then what I, what I want to share with them in order to keep them on my list. So that is kind of my strategy for how I build lists. And I, as I said at the beginning, I don't go for numbers.

I go for quality. So I want quality contacts on my list. And if you are not interested in the content that I'm putting out there, then I don't want you on my list. If you are not going to open the emails that I'm sending you that I'm pouring my time and effort into writing, then I, I don't want you on my list. And that's just simple. And I think that everyone in the online business world needs to kind of start adopting that mentality of I could be on thousands of lists and I'm going to get thousands of emails in a day, but I only want you on my list. If you're actually going to take in what I'm sending to you, I want you to read the emails. I want you to stay engaged and I want you to be a quality lead on my list.

And honestly, you don't even ever have to buy anything, but I want you on my list and I want you to be getting value. I don't want you on my list if you're never going to get value from what I'm putting out there. And I think that everybody should have that mentality going into building your list, building or building your list via list building. One of the other things that I want to talk about too is that each and every day you should be taking steps towards building your list, and it doesn't need to mean that you're adding 500 people per day to your list. As long as you're doing something and you're getting at least five subscribers per day, then you're doing something right and whether it just be posting something on social media and then directing them to one of your pieces of content that allows for a download and an Optin, then that is good.

That's good enough. But you just need to be doing something every single day to be growing your list. And if you can add five people per day by the end of the month, that adds up a lot more than you think. So make sure to schedule time into your day to build your list. Make sure that you're always addressing pain points with your free content. Make sure that you're always adding a call to action at the bottom of that content for a content upgrade such as a lead magnet, and then make sure that the content that you are creating is evergreen. And what I mean by evergreen is that you can keep recycling it and posting it over and over and over again and keep driving people to that piece of content because it's never going to go out of style. It's going to be the bread and butter to your business where you can always say, hey, I have this resource available.

Go back. It may be from three years ago, but it really, uh, just really addresses the key issues that you're facing right now. And I want you to go read it. So make sure that you're keeping it evergreen so that you can always send people to it. If you have something where it's dated, like a Webinar that you're only offering once, you can't keep sending people to your registration page for your webinar because it's over and it's done. There are ways where you could create that into an evergreen Webinar, but that's a story for another day. What I want you to do though is just create something that is timeless and evergreen and you can always reuse it in your business so that you don't have to keep reinventing the wheel. If you create something where you can constantly have a cycle of people joining and if you are struggling for whatever reason to come up with how you're going to list build on a daily basis, you can have this resource bank of content to go to where you can then send people back into it.

So the whole goal of my business is to have 27 different pain points addressed. Now this isn't going to be something I'm going to be able to do in a short amount of time. This is a long term strategy of mine, but I make sure that I am addressing a new topic each week with my podcast and with my blog posts so that I'm slowly building out this 27 pain point issue. Not Issue, but this 27 pain points. And then I'm building my business based upon these pain points so each piece of content will then build my list and I'm going to have this database of different interests, but they're all related to online business building and how to do it in a way that keeps your life in the forefront and not your business. So that's pretty much it for today's episode. If you are wanting more instructions on how to build your list, I have the evergreen list building guide available for you.

If you go to the show notes for this episode at greaterthanbusiness.com/007 you can get access to that guide as well as a couple other links and goodies that I've mentioned throughout this episode, but I want you to head over there and then as I said, take a second, sit down, start brainstorming pain points of your ideal client and then start building your content and your funnel systems around that. That is going to be the best way that you can build your list. It's going to be a little bit of a slow process at first, but as I said, content will create a quality list and if you're addressing those pain points, then you will be building a list of people that genuinely need your help and are more likely take you up on your offer for whatever your core offers might be in your business, whether it be service or core space. So that's it for today. I hope you enjoyed this episode. As always, if you have any questions at all, please shoot me an email at flow@flowautomationinc.com and I will be happy to help you out. Hope you enjoyed this episode and I will talk to you soon.

Greater Than Business Podcast – Episode 007

For the full podcast and show notes, please go to www.GreaterThanBuisness.com/007

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