Building a Larger Audience
In this chapter we’re going to create an audience that listens to us, knows who we are, and most important, trusts us. Although content might help someone who already knows who we are, we must build out that audience of people who want to continue hearing
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6 Building a Larger Audience In this chapter we’re going to create an audience that listens to us, knows who we are, and most important, trusts us. Although content might help someone who already knows who we are, we must build out that audience of people who want to continue hearing from us. At its core, we’ll be building an e-mail list and remarketing lists. We’ll also be capturing e-mail addresses and contact information to communicate with our audience later.
We’re Building Two Lists We need to build a larger audience to scale our business. One of the problems micro- and single-person businesses face is that their potential audience is much larger than they’re allowing. Typically, we promote our posts and some curated content via Twitter and Facebook, maybe other social channels, and we grow a few followers. Actively scaling our audience is a different process, though. It’s not happenstance, it’s strategic work designed to build two outcomes. Those two outcomes are the two different lists we’re building. These are not two lists in one system, but two totally different lists on two totally different platforms. Both are vital to the growth and scale of a business. Both also require a similar strategy to grow them. It’s how they grow and what we get from each list that’s so different. The two lists we’re building are an e-mail list and a remarketing list. © Michael Killen 2019 M. Killen, From Single to Scale, https://doi.org/10.1007/978-1-4842-3814-1_6
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Chapter 6 | Building a Larger Audience We used to just grow our e-mail list.Then remarketing and social advertisements meant that we started to build a remarketing list. Now we need to actively grow our remarketing list because how we send traffic to our site differs from how we have sent traffic in the past. E-mail lists and remarketing lists are both fantastic for launches, promotions, and product sales. E-mail lead database list. Our e-mail list is categorically important to our business. It’s our data, and we can use it how we need. At absolute worst, we can download a .csv file and e-mail people manually. E-mail lists are fantastic for building trust and automating a campaign. If someone signs up, we can talk to them, follow them through a process, and talk to them about how we can help. We’re in control of how our e-mails are sent, where they’re sent, and how often people will see us. I can see names, phone numbers, addresses, how often they’ve bought, and more. Your e-mail list is imperative to the growth of your business. However, it’s also hard to build an e-mail list because of the barrier to entry. People need to have trust in you before they hand over their e-mail address. Sure, you’ll offer them a lead magnet, but is everyone going to sign up right away? Here’s what’s interesting about people taking action—signing up, buying, or whatever. Even if they’re 90% ready to take that action, they still won’t. That final 10% is a barrier that they need time to get over. That 10% does not mean they’ll never sign up or never buy; it just means they’re not
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