Marketing online is different than marketing in person. You don't have the opportunity to speak to someone face-to-face, which automatically warms up a relationship.
So you have to figure out how to warm up relationships in a different way....a digital way.
If you were at a party, you wouldn't walk up to someone you've never met and tell them about your latest offer, would you?
No! You wouldn't. You would start out with a hello, introduce yourself, and ask the other person what they do for a living or something else non-invasive, not super-personal.
With cold audiences online, you must walk through the same process of warming up to people with stories.
Digitally, the way you do this is by putting stories out in the form of social media or blog content. If you have your Facebook tracking codes, or pixels, in place, you can create baskets of the people, called custom audiences, who interact with your content.
You can then re-market to those people later with something more intimate, such as asking them for their email address in exchange for a free resource you have to send to them.
You will need a landing page, a thank you page, and email marketing software to be able to do this.
One of my favorite tools is Kajabi for this.
The reason I like Kajabi is because it is an all-in-one solution. You do not have to integrate software together, such as marketing funnels and email marketing, like you do with other programs, such as ClickFunnels.
Kajabi can house your website, your online courses, your marketing funnels, email marketing, webinars, and more. By the time you pay for all those other pieces of software, you've well outweighed the cost of Kajabi's monthly bill.
Watch this video of how I quickly put together a marketing funnel for a challenge.
If you are already deep into creating marketing funnels with something else, such as ClickFunnels or Leadpages, then you'll need additional email marketing software. Besides Kajabi, I also recommend ConvertKit and Active Campaign.
ConvertKit, like Kajabi, has the ability to tag subscribers based on the actions they take on your emails. For example, if you blog regularly and email the blog post to your subscribers, you should introduce your blog post in the email and then have the subscriber click to read more.
With the click, they will go to your website, where you can track them with the Facebook pixel. You can add a tag to that person as being a blog post reader as well, so that in the future you can communicate only to blog post readers by selecting the appropriate tag.
Again, if you aren't using Kajabi, you could be using WordPress. One of my favorite themes to add to a WordPress site is the Divi theme by Elegant Themes. It comes with the Divi Page Builder that is simple to use. It's modular, meaning that you can add sections to your website, such as a countdown timer, a call-to-action button, or embed a video. There's much more to it, but you get the picture.
When you have a blog (or a podcast), you want to get the word out to the masses that your content has been published. One thing you can do is to take your latest blog post and carve it up into several social media posts. This is a great way to re-purpose your own content without having to come up with new content for social media.
One of my favorite scheduling software programs is Recurpost. Recurpost allows you to load content into containers and then publish the containers on various social media platforms, rotate the content, then publish it again. It's so easy!
Here's a tutorial on how to use this free social media scheduling program.
There are many more tools you can use for social media marketing. Take a peek at this page on my website that explains a little about each one.
When you finally get to meet your digital friends in person, make sure you have plenty of business cards on hand. One of the most popular websites for business cards is Moo. Use this link to get 15% off your order.
Here are my half-size cards. People just love them!
Sally Hendrick has been dotting i's and crossing t's for quite some time in the analytical space of digital marketing. She's here to help you move past the overwhelm with marketing and advertising your digital offers.
Go ahead and grab her free Facebook Ads Campaign Planner. Watch the on-demand dollar-a-day ads training while there!