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Let’s cut straight to the chase. Advertising on social media is GOOD… but you must never forget that you do NOT own your audience on any social media platform. 

As platforms such as Facebook have shown, if you want to advertise to your audience, you are going to have to pay for it.

In case you haven’t noticed, Facebook’s organic reach has dropped by over 90% in the past couple of years and there are no signs that this will ever be reversed. If anything, it is only going to get worse.

Before you start to panic – you will be relieved to know that there is still ONE way that you can still capture your audience. With all the hype around social media, many small businesses may have forgotten about the humble email list.

Whilst this can be hard to build initially, with a few of our handy tips you will be collecting emails like a pro!

Something For Nothing

As we have mentioned in previous articles, people need incentives to motivate them to action.

Why should your audience give you their email address?

Why would they WANT to give you their email address? 

Think about that for a second… What can you offer your audience that would inspire them to willingly hand over their email address?

Perhaps you already have a product that people want to know about. If this is the case then you have won half the battle. If not, you might want to think about something you can offer your audience for FREE to try and win them over.

Common examples of things marketers use are a FREE eBook, an online seminar or a discount to a store.

Once you have figured out why your audience are going to want to hand over their email addresses, you are probably going to need a…

Landing Page

A landing page is a website page designed specifically to capture your visitors information through a lead form. You can create landing pages quickly and easily using one of many great platforms such as LeadPages or OptomizePress. It requires no knowledge of HTML and is designed so even the most novice of users can create stunning, optimized pages.

Most landing page platforms give you the ability to send automated emails to users when they sign up. This allows you to send through any discount codes or free documents.

To collect your audience’s email addresses you can either do this manually or you could integrate with an email marketing service provider such as Mail Chimp or Vision6.

Setting up your landing page is just the start, if you really want to get the most out of this you should definitely do some…

A/B Testing

This sounds complicated but it is really quite simple. You simply run two or more versions of your landing page at the same time. From this you can see which page works the best and you can continue to test and improve until you are happy with your conversion rate. Most landing page platforms have this feature built in, so you don’t need to worry about any techy stuff.

Keep in mind, even the simplest of changes to your landing page can make a big difference to the number of conversions you receive, so don’t be afraid to experiment!