Good afternoon All,
As I am bringing my TYM website up to scratch I am looking at creating a leads magnet to hopefully persuade people to sign up to the newsletter (which so far I have sent twice in 3 years ).
I was thinking about perhaps creating an infographic (they are trendy at the moment) that could be printed on A4 paper but am not sure what kind of info about Thai Massage I could include on it...
Alternatively I could write a short report or even repurpose a blog post in which I compared Thai Massage with Reiki and Acupuncture (this was actually the written project for my diploma).
I am not sure what "amazing value" I could give website visitors with either of the above to make them want to give me their email address in exchange for the info. I am struggling to figure out how to translate some of the benefits that people get from a physical activity into information that would give them some benefit too.
As always, any help would be greatly appreciated.
When you say "that could be printed on A4 paper", are you planning on sending this via the post office? I am probably stating the obvious, but it needs to be a digital product which can be delivered automatically. For that you need an autoresponder service like Aweber or Mail Chimp. If you don't automate the process, it will drive you crazy, especially if it starts growing (which of course is the whole idea).
Personally I use Aweber, but I think Mail Chimp has a better free option if you don't have many subscribers. Check it out.
I am sure you could come up with some interesting or useful topic. It doesn't have to be an "amazing value" necessarily. What is important is that you dress it up nicely. Let's say you have a good story. Then you need some nice pictures to go along with it, and then you need to format it nicely which can easily be done in Microsoft Word. Then you turn it into a pdf document, and you are ready to go.
If you don't know how to format your story nicely, outsource it to someone of http://fiverr.com. You can literally get it done for $5 with this service.
Then you need to create an attractive opt-in box for your website. All autoresponder services have a setup where you can design this yourself easily. The best product won't do you any good if your opt-in box looks unattractive. You need a good headline. If you need ideas, you can install headlinr as an extension to your chrome or firefox browser. They have a free option.
The last item on the list is that you will have to send your subscribers something on a regular basis, otherwise your list will wither and die on the vine quickly. That means at least twice a month, and better once a week. There is no point in having people sign up for your list if you don't follow up with them regularly. Without this follow up you just create a bunch of work for yourself without getting any results.
This could be a new blog post, an infographic, a link to an interesting video (doesn't have to be made by you), a news item about massage, a promotion, something educational, or something weird, humorous or funny. Mix it up a bit and keep it interesting.
If all that sounds like work - yes it is.
I mentioned A4 size because with my fitness clients I create their nutrition plan as an attractive infographic (pdf) that they can print and stick to their fridge or notice board, etc. if they want to (most do).
So I was thinking of whether I could create something similar for the Thai Massage site...
Actually... I recently ran a small ad campaign on Facebook with all adverts starting with "Did you know (that Thai Massage helps with this or that)...?" - Maybe I can turn the ads into a one page report...
btw, so far the average ROI on my FB ad campaigns is around 1400% and out of associating Thai Massage with Yoga, Stress relief, Finding clarity and improving sports performance the ads about Yoga with a funky collage of images vastly outperformed the other ads with Clarity coming in second and Sports 3rd, not many people were interested in banishing stress. I guess I won't bother with that in the future. (Hope this helps anyone thinking of running similar campaigns)
With regards to autoresponders, if you have a WordPress site and less than 2000 subscribers on your list you can use the MailPoet free plugin and send newsletters straight from your domain, including autoresponders (you have to pay for those on Mailchimp). When you get over 2000 subscribers you have to pay something like $50 or $100 per year but then at that point you can probably move to a more established and comprehensive system like Aweber which is probably unnecessary if you don't sell online programs and need an integrated shopping cart.
I haven't gone as far as working out the flow for the freebie on the Thai Massage site yet - I use (so to speak) Mailchimp for that mailing list so I will probably only need to direct people to a thank you page with a link to the download.
I am really bad when it comes to sending out newsletters. I know. Now I am OK with blogging and then telling people about them my next big hurdle is sending out regular newsletters.
Thank you for your advice
I am curious, how did you monetize the fb ads? You said you got an ROI of 1400% which is fantastic. What did you actually sell in those ads?
I know what you mean when you say that you are bad at sending out newsletters. However that's the big advantage of using autoresponders. You set up an automated follow up campaign with pre-written emails and then you won't have to stress over it all the time.
And then every now and then you also send out a broadcast message which you actually have to write every time. But without the pre-written follow-up sequence it can become stressful if you have to write and send every message from scratch.
Regarding the flow for the freebie, if you direct them to a download page, you can use a fb tracking pixel on that page so that you can create a custom audience on fb and target future ads even better.
Oh yeah, FB pixels are my new superheroes. I just created a custom audience from my last campaign so I'll see how that works next.
I don't actually sell anything with the adverts, I run low cost campaigns to raise awareness (like a digital leaflet drop). I discovered that if I use the Learn More call to action I convert better than if I use the Book Now button. Of course the landing page has CTAs and the monetization comes from actual bookings from new clients that were pre-qualified via FB.
The interesting part is that I seldom get new clients during the campaign, they mostly show up a few days later. So I learned to be patient with this. 🙂
Some of the new clients have referred their friends to me too. It's all happening very slowly but it's happening so am quite happy.
Sounds great! So now all you need to do, it seems, is to capture all those leads via autoresponder and turn them into a list and set up a follow up sequence. Then you are building an asset outside of facebook which you control.
Then you can market to this list not only physical sessions, but you can also offer useful products like books or digital products like courses or any massage related or holistic items which you earn affiliate commissions on, and which make you a valuable information resource for your subscribers.