Strategy Two: Email To Chat
The second strategy that we use to start conversations is email to chat. Sending out emails that are designed to get people to follow up. So the first step that you need to do if you want to execute this strategy, is you need some high-intent gated content. Gated content is simply content that people have to opt-in to receive. You cannot do the email to chat method, if you don't have their email address. Hopefully that goes without saying, okay. You need to have their email address, but hopefully you don't just have their email address. Hopefully, you have some idea of their intent. What I mean by their intent? In this case, this content is free online training. How to structure and build a modern digital marketing team. Free online training. How to structure and build a modern digital marketing team. I can write a sexier title than that, but I know for a fact that if somebody registers for a webinar, or somebody opts-in for a video series, which is the case here, and content, format d...
oesn't matter, it's what's it titled. I know that if somebody registers for this, there's a good chance that they wanna know how to structure and build a modern digital marketing team. I don't have to be a psychic to figure that out. If I'm a golf instructor, right, I would probably have a video series, how to add 10 yards to your drive. So somebody registers for that, I'm not gonna send them emails about, like, let's talk about the perfect putt. No, they told me they want to drive. They wanna drive the ball further. The content is not nearly there to capture the information. The content does not merely serve as bait. The content should serve as information that informs intent. The content is designed to serve as information that informs intent. What is their desired end result? If somebody wants to build an in-house digital marketing team, they're gonna register for that. If they have no desire whatsoever to do that, they're not going to register for that. Okay. It's that simple. You don't have to overthink this stuff, but if you're going to leverage this strategy because the goal is to get one to one conversation, let's go for higher quality, and not so much on the quantity side. So we're gonna think. A question to ask yourself; what is a piece of content that I could create, that only my highest value prospects and avatars would be interested in? They've already had to educate themselves get really far down the road. What is that thing that they would want? Digital Marketers, a company that sells training and certification, we would like to sell it to teams, I mean, we'll sell to an individual, but a team? Really wanna talk to those people. Give me a manager whose got a big digital marketing team or an agency. Wanna talk to them. If they're thinking about building a marketing team, the next step is gonna be, yeah, now how do I train them once I got them. So we're getting them early in the process. What is that content for you? What's that high intent content? Step two is to send the emails that ask for replies, not clicks. Now this particular email series has a couple of emails in it, again all of them inviting, you can look here, there's nothing here that's designed to get a click. There's a link here that where somebody can click on it, it's a secondary thing, to go and schedule some time to talk, but we're not trying to send people to a website to buy. This middle one right here is the one I want you to model. Are you still blank. Are you still blank. We call this the magic eight word email. My buddy Dean Jackson taught me this particular strategy and the formula is, are you still, whatever they indicated they wanted to do in the previous step. Are you still looking to grow your marketing team? Now, I know that they were at one point because they registered for training on how to build a marketing team. Got me? Are you still looking to add 10 yards to your drive? Are you still looking to run that marathon? Are you still looking for an ideal wedding photographer? Are you still looking to learn how to juggle four balls instead of three? Or chainsaws? (laughing) Who doesn't wanna know how to juggle chainsaws? I do. Right. So this are you still looking to grow your marketing team, that is magical. That is a phrase that just flat out works. And the reason it works, is it hits you. I mean you're like, uh, in a good way, right, but are you still? "Are you still" suggests that they ain't done it yet, but they wanted to at one time. And they know that you know that they wanted to do that before. Got me? Now if somebody responds back and they're like, "How do you know I want to do this?" Well you signed up for this thing where you said you did. But they don't, they don't ask. It's in the context of things. What you will find is people respond. They go "yes and I'm really frustrated because this" and you're like "oh, great." You know, often times, a full like gush of emotions of this thing that they wanted to do, but they haven't done yet. It's amazing. People actually respond. So we sent this out. You know, are you still looking to train your marketing team? One big mistake that we made by the way, and we made quite a few of them, having our logo in it. You don't put a logo in an email that you send to a friend. We should've ditched that logo. Should've just been an all text email. Okay, but look, this person, nope not now. Casual guy, when you spam me with two to three emails a day, and almost every day this happens, you get ignored. We responded like, "oh my gosh, I'm so sorry. "Whoa this a real person, oh I'm really sorry." That happened. (laughing) You know, other people, you know, yeah absolutely, and you can see my response, "Great, so do you want us to help with that?" Like when we first did this, I did all the response. I wanted to see how did the cadence go so I could teach my team. You send this email, people will respond. That's just how it works. And the cool thing is, is sometimes they respond, and they're like "I'm not interested in that, "but I do need help with this area." This was a person, who, you know, came back in and said, "yeah I definitely, I don't need that anymore, "but I need help in this area", so this particular sales person who works for us, Stephen, sold them something else that was appropriate. When you have a real life, human conversation, you can suss those things out. Yeah, you're right this isn't a fit. Let's talk about this thing over here. And another tip that I would give you, we're gonna talk more about this in just a second, sending emails that don't just invite people to respond via email. Sending emails that don't just invite people to call you, but sending emails that invite people to chat on messenger. If you have a Facebook page, and all of you should, m e, I'm sorry, m, dot, m e forward slash whatever your Facebook page is titled. So for us it's m.me/digitalmarketer. That is a link. You can put that anywhere. You can email it to people. You can text it to them. If they click that link, it will open up a Facebook messenger chat. When we sent out this email, we said, "hey, we've got this deal for you. "It's not available online. "There are three ways you can respond to get it. "You can reply to this email, give us a call, "use messenger chat." The least response by far was the phone call. I expected email to be the one that most people would do. 'Cause they're using email right now, and it's just reply. Almost 60% of the responses came from people clicking messenger and having a chat via messenger. I was shocked. So if sending out emails that aren't just designed to get email reply's, but sending out emails, that are designed to get conversations inside of Facebook messenger is another really great strategy. That's working amazingly well in a lot of markets. But remember, the goal is to get them to reply to start the conversation. Like that's what we're trying to do. We're not trying to make a sale, we're simply trying to start a conversation. These are conversation starters. And you can also utilize, you know, a number of platforms other than email to do that. Right, if we're getting that conversation started, email is a really great way to do it, but when that "are you still" deal, I taught that to another client, they have really high in consulting. So they sent that "hey are you still" and they started sending out via text message. So if you're a consultant, or you have a service based business, send them a text. "Hey I was thinking about you the other day. "Are you still looking for this?" He started, this particular person we were talking about I was like "Yeah do this. "Send it out to like five of them." He had to excuse himself from the room because people were hitting him up so fast, he's having to take phone calls. So it's not just email. Text works. If your people are on whatsapp, do it there. Messenger. All these things designed to drive conversations.