Use Consistent Relevant Incentives
In this episode, it's just me describing the tools I use to cultivate my growing email list.
Why Bother?
The need for a vibrant email list is fairly self-evident. But here are 5 reasons that my business needs a growing email list:
- To stay connected. If I'm not in constant communication with my tribe, providing valuable tools and information between podcast episodes or blog posts, they will tend to drift away.
- To increase engagement and teach them to take action using an email nurture sequence. My sequence starts with a welcome email, followed by emails that describe free resources, then others' paid resources like books, and my Nonclinical Career Academy, and ends with a call to action to purchase a low-cost product.
- To announce podcast episodes. This is the core purpose of my newsletter, but while announcing a new episode, I can mention my sponsor, promote upcoming affiliate courses and conferences, and tease next week's episode.
- To serve as an optin bonus itself. I wrote a series of newsletters that described what I was learning while building my online business, and promoted it on my podcast. In the newsletter, I discussed legal issues, finances, tools, and other topics related to my online business that could only be accessed by getting my newsletter, thereby helping to grow my subscriber list.
- To sell more effectively. There are many places where I can sell my products. Some of those places represent a cold audience (e.g. Facebook ads). Some are slightly “warm,” like Facebook groups. But the warmest audience is generally the tribe of readers, listeners, or viewers that know, like and trust you, and typically comprise your email list.
Where to Start?
The first decision is to select an email service provider (ESP). There are many out there. I only considered 2 when I began:
- ConvertKit. This is relatively new, and was apparently designed for smaller businesses that blog and podcast. It costs about $300 per year from the start. It is reportedly easier to use than many others.
- MailChimp. Its been around a long time. It is seen as an entry level tool because it is free for the basic version. This is the one I chose. I've used it for over 3 years, and it was only recently that I moved up to the paid version.
The warmest audience is generally the tribe of readers, listeners, or viewers that know, like and trust you, and typically comprise your email list.
John Jurica
Formula for a Growing Email List
Attractive Bonus + Appropriate Placement + Consistency = Growing List
Here are a few examples of “Lead Magnets” or “Optin Bonuses” that I have used:
- 29-page PDF Guide to 5 Nonclinical Careers
- 25-page PDF Guide to 3 Hospital Careers
- How to Become an MSL Video
- How to Create a LinkedIn Profile Video
- Using Guidestar Video
- 2-page Becoming CMO Crash Course Checklist
- Podcast Episode Transcripts
These rewards for joining the email list can be presented in different ways:
- On a “Landing Page” that appears the first time you go to my web site
- In a pop-up window that appears while reading my blog posts
- As a big blue button in the middle of a blog post
- As a link in a Facebook or LinkedIn post, guest blog post, or tweet
- In an advertisement (e.g., Facebook ad)
Consistency
The final part of the equation is to be consistent. Keep the list building on your mind at all times. Always be thinking about:
- What simple yet highly attractive incentives can I create?
- What new ways can I present them to potential subscribers?
I have found that my landing page generates the most subscribers. It appears every time there is a new visitor to my site.
I have placed a link to a transcript on each set of show notes for the past year. Each one only brings in a small number of new subscribers. But over the past 50 podcast episodes, those small numbers add to my growing email list almost as quickly as my landing page.
Our Sponsor
We're proud to have the University of Tennessee Physician Executive MBA Program, offered by the Haslam College of Business, as the sponsor of this podcast.
The UT PEMBA is the longest-running, and most highly respected physician-only MBA in the country, with over 650 graduates. Unlike other programs, which typically run 1 – 1/2 to 2 years, this program only takes a year to complete. And Economist Magazine recently ranked the business school #1 in the world for the Most Relevant Executive MBA.
University of Tennessee PEMBA students bring exceptional value to their organizations. While in the program, you'll participate in a company project, thereby contributing to your organization.
Graduates have taken leadership positions at major healthcare organizations. And they've become entrepreneurs and business owners.
By joining the University of Tennessee physician executive MBA, you will develop the business and management skills you need to advance your career. To find out more, contact Dr. Kate Atchley’s office by calling (865) 974-6526 or go to vitalpe.net/physicianmba.
Summary
That's a brief description of what I covered in today's episode. If you'd like the transcript, you can download it by clicking the blue button above.
Join me next time on Episode 108, in which I bring you my conversation with freelance consultant and author, Dr. Christopher Loo.
Links for today's episode:
- 5 Career Guide
- 3 Hospital Careers Guide
- Free MSL Lecture
- LinkedIn Profile Video
- Using Guidestar Video
- Become CMO Crash Course Checklist
If you enjoyed today’s episode, share it on Twitter and Facebook, and leave a review on iTunes.
Podcast Editing & Production Services are provided by Oscar Hamilton.
Disclaimers:
The opinions expressed here are mine and my guest’s. While the information provided on the podcast is true and accurate to the best of my knowledge, there is no express or implied guarantee that using the methods discussed here will lead to success in your career, life or business.
Many of the links that I refer you to, and that you’ll find in the show notes, are affiliate links. That means that I receive a payment from the seller if you purchase the affiliate item using my link. Doing so has no effect on the price you are charged. And I only promote products and services that I believe are of high quality and will be useful to you, that I have personally used or am very familiar with.
The information presented on this blog and related podcast is for entertainment and/or informational purposes only. It should not be construed as medical, legal, tax, or emotional advice. If you take action on the information provided on the blog or podcast, it is at your own risk. Always consult an attorney, accountant, career counsellor, or other professional before making any major decisions about your career.
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About the Author: John Jurica
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