by Spencer Haws
Did you make progress in your business this week?
Today, we’re going to talk about something absolutely vital to any long-term online business: an email list.
What’s the business case for building an email list?
If you’ve been around this stuff for even half as long as I have, you’ve heard that old adage enough to drive you crazy: the money is in the list.
But man, let me tell you. It is true. It’s very, very true.
Most of my business was built on a great list with a very high quality audience (you).
My list is full of smart people who understand me. Not only do they make great readers, but I love connecting with them.
And that’s about as ideal as you can get.
Aside from just having a great audience to email about the stuff I write on my blog, I’ve made lots of friends with readers, and many of those friendships have turned into some very profitable business opportunities.
In addition to all of that great stuff, you can, of course, use your email list as a platform to launch products of your own. You can also create a newsletter and sell ads on your newsletter. There are just a lot of awesome business opportunities that come out of having a quality, targeted email list.
So trust me when I say it’s worth it.
But (I’m sure you’re asking about now…) how do you actually capture email leads?
Check it out.
The best strategy for capturing email leads is…
There are many strategies out there for capturing emails. And a lot of them work.
However, most of them don’t work particularly well. Most of them will net you just a couple of emails for every hundred visitors you get.
You want to be converting a lot better than that, especially if your site is relatively new and does not yet have tons of traffic.
There’s one strategy that converts MUCH better than the rest: content upgrades.
What is a content upgrade?
A content upgrade is pretty much exactly what it sounds like: a bonus people can get in exchange for their email.
Usually, a content upgrade is offered in a blog post, and the best ones are just an extension of the content a reader is already consuming.
For example, if your blog post is about the health benefits of pineapple, a good content upgrade might be something like “10 Easy Pineapple Recipes.”
And it doesn’t have to be fancy. It can just be a PDF. Or an email. Or a short video. Or an infographic. Whatever.
It’s just something you offer as a bonus.
Here are some best practices for your content upgrades…
Now, content upgrades are probably the highest-converting email-capturing tactic I know of. However, you can’t just tack on any old upgrade and expect to start building a list.
Your content upgrades need to get one critical thing right: they have to be super, super relevant. If they’re not relevant, they’re not going to convert at all.
If you’re ambitious, this might mean creating a unique content upgrade for every single blog post that is super relevant to that post. This will certainly make you the most money, but it might be tons of work if you already have lots of blog posts on your site.
If that’s the case, you could just make one content upgrade per category. It won’t be as profitable, but it’s probably better than developing retroactive content upgrades for hundreds of blog posts.
Additionally, you don’t want to pour your heart and soul into your content upgrades. They can be short and sweet. People don’t expect you to change their lives in exchange for an email. They just want a bonus.
That’s great, but how do you set it up?
The best way I’ve found to set up content upgrades is LeadPages.
Not only does LeadPages have tons of great pop-ups you can use, but they also integrate with your mailing list and help you deliver your content upgrade. No one else really does that.
And it’s really pretty simple. You just create a LeadPages pop-up (which is called a “LeadBox” in LeadPages), tie it to your email list, and upload your content upgrade.
Then, in WordPress, just create a link using the code from LeadPages.
And that’s it! After that, it’s just a matter of watching the emails roll in!
Tools mentioned in this lesson:
We’re closing in on the end of all our “official” lessons. Just one more to go! Hopefully, you’ve made some awesome progress in your business so far. As we start to wind this bad boy down, we’ll be talking about how to scale your content.