Email Marketing Lesson: How to Introduce Your Products
It can be tough holding off on pitching your products to clients. Your products and services are what make you money, so of course, you want them in front of potential buyers as soon as possible. However, there is a right and a wrong way to do this. One will capture your audience's attention, and the other will scare buyers off.
How To Begin
Back in the first step and overview posts, we covered how important it was to wait until the right time to introduce products and services. The content was exclusively helpful to the customer. There were no product pitches to be had. In this second step, we will explore how to slowly introduce products and services to customers without being overly pushy or sales driven. Introducing correctly will help to preserve the relationship built with the first step of this email funnel marketing strategy.
The Person Behind the Email
Don't forget about the real person behind that email. That person decides if they will read your emails or not. Marketing strategies only work if the person on the other end is reading your emails, so don't spam when you are introducing your products. Too many emails that are exclusively product oriented will lead to less rapport with your potential clients.
Helpful Content is Still a Must
The best content to send during this stage of the game is helpful material with your products and services are woven in. Each of your products should solve a problem, so outlining that problem and talking about solutions to the problem in the email provides the helpful content for the viewer and helps to point at your products and services to solve the problem as well.
This type of content is advantageous in converting subscribers to customers. It has also been beneficial in readying customers for your top sales pitch and continuing support. By doing this, your email marketing funnel will capture new audience members, convert potential buyers into customers, and keep those customers by providing continuing support.
What To Write About
Make a list of products and services that you would like to promote via email marketing. Then, for each product or service, write one or two problems that each one solves. These will be the topics for your email marketing. Mention the product in the content along with other solutions to the challenge and provide links to the product or service.
No Product Descriptions, Please
Do not turn the entire email into a glorified product description at the stage. The next step is the one to hard-sell products. This stage simply provides customers with solutions to their problems and plants the idea that your company can help solve these problems as well. You don't need to promote competitor's products to provide alternative solutions that the reader will find helpful. You can just offer solutions that are free to the customer or that provides an in for your product or service.
Introduce Products Lightly
By promoting products this way in this stage, it introduces the customers to your products and services without being too pushy. This plants the idea into their mind and allows the customer to make their own decision on how to solve the problem with the information given. You may get some buyers who convert in this stage, and the other subscribers will be prepped for the third step, hard-selling your products and services.
Video Campaigns and Email Courses
Remember that customers love helpful and free information. Including video campaigns or a log of blog posts in this category can definitely help to up the content and also provide beneficial backlinks to your website in critical locations. Potential customers love videos, podcasts, exclusive blog posts, and useful email courses.
Case Studies and Customer Testimonials
This is a great place to add in the first case studies and customer testimonials if you have those available. They help to increase trust and credibility in your brand further. Now you are starting to be seen as a leader in the industry. Use this wisely, as you can easily overwhelm customers with spammy sales pitches and product descriptions.
This is not the time to have flash sales. Discounts are alright if they are set up in a way that just mentions the product and provides a modest link, rather than a full landing page as the main focus of the email. Remember, catchy subject lines, and relevant content will ensure more potential customers are opening your emails than ever before.
Trust is Key
The trust factor will continue to grow throughout this stage if you complete it correctly. It again shows that you care about the customer as a person and not just dollar signs. This is because you are still solving the customers' problems and providing information based content while just sprinkling in your products. This is also what prepares the customer for the hard-sell in the next step.
Continuing Down the Funnel
When done correctly, this step brings customers farther into the funnel and prepares them for your first sales pitch. You prime them to receive that information by establishing your brand as an expert in the industry and created trust with your customers. This will be what ultimately keeps them coming back again and again.
Prepped and Primed
Your customers are now prepped and primed for your first sales pitch. How to do this properly will be showcased in the next post, which you can find coming up next. The following blog will cover how to go from the nurturing stage to the conversion stage. The conversion stage is a lot of fun, as that is where your ecommerce and email conversions will comes from.
The Next Step
Before moving on to the next step, make sure to create these nurturing emails that will introduce your products and services while still providing helpful and useful information to your subscribers. This increases trust and helps to build and maintain the relationship between business and customer. The more valuable your content, the more customers you will convert in the next stage.