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To Opt or Not to Opt
As good marketers we are constantly told to ask for our leads opt in. Whether it’s signing up for a quarterly newsletter, or to join our sales mailing list, getting permission is integral not just because it is polite, but more importantly because it is a better use of your resources. There really is no point in crafting a great email campaign, then sending it to a bunch of unresponsive emails.
Like the nervous kid at the school dance we’re told that all you need to do is ask. If you ask your visitors will respect you and choose to opt in. However that doesn’t always work if you’re a small or medium sized business. Sure if Google are asking for your permission to send you marketing insights you’re likely to say yes because you know them and are aware how successful they are. But if it’s DavesMarketing.com that’s asking the question is very different.
Putting aside the fact that many people would decline marketing insights from Google, the logic is clear. The more cache or ‘street cred’ you have, the more likely you are to be getting opt ins. So how do smaller companies avoid that catch 22 situation and start building a high quality mailing list.
The answer is simple. Build trust. If you’re new to the sector then you can’t expect to be given the trust and respect that other companies have. But you can build your own by giving away your insight.
Trust someone with my email address?
The quickest way to prove to people that your content is good enough to opt in for, is showing it to them. Offering free, ungated, high quality, content is the best way to convince people that you’re giving them something of value. You should be producing this content to the same standard you would if you were selling it. Then, once that content has been consumed, you should ask a lead to opt in. No intrusive intrusive interstitials with gimmicky taglines, or little pop-ups asking if they want to join your “Knowledge team”. Show them you’re great, then ask them if they want more.
In conclusion unless you’re a big brand. Asking people to opt in isn’t enough if you’re an SMB. Big companies, or celebrities, might have enough of a reputation to get people to sign-up without having to show their worth, but smaller businesses need to prove themselves first. It isn’t enough to simply ask for an email address. You need to give the lead a reason to take action.