Note: The following is an excerpt from my book, Using Periscope for Business: How to Engage Your Audience Through Live Streaming, available in print and digital versions from Amazon.
In a book about using Periscope for business, I would be remiss if I didn’t mention how to actually convert your viewers into customers! Perhaps you are running a non-profit and are looking to raise awareness, perhaps you are selling online courses, or even just trying to increase brand awareness, you should have some sort of conversion goal for your viewers on Periscope.
If you try to sell something directly on your scope, you will run the risk of coming across like a simple infomercial, and who would want to follow that type of account unless you have unusually attractive and useful merchandise that sells itself.
Instead of selling your product or “big ask” directly to your audience on Periscope, a better tactic is to use a lead magnet that is free, and only requires an email address in order to receive it. For example, you can use LeadPages to create a landing page that describes what your lead magnet is, and requires that they enter their email address in order to receive it.
Examples of items that can be used as lead magnets:
- A video course that can be accessed all at once
- A video course that is spread out over a period of days
- A useful infographic
- A calendar (i.e. Gardening Calendar)
- A recommendation list (i.e. Recommended Gear)
- A checklist for completing a desired task
- A “cheat-sheet” that summarizes some key ideas
- A PDF** eBook**, it doesn’t have to be long
- A short consultation
- A limited-time coupon
- A ticket to an event
- A free sample
- Access to a private Facebook group or other community/membership site.
- An entrance into a giveaway
- Access to a webinar
- Access to an online tool, like an assessment or estimate calculator
All of these ideas (with the exception of consultations) can be set up to run programmatically, without a need for you to do any manual work when someone signs up.
Following Up with Automation
After someone hands over their email address in exchange for something free, next you have to work on “warming up” that lead with a handful of emails that continue to provide value and provide them with something for nothing.
You want to be sure to spread these emails out over a few days, but essentially you are following up with them in order to:
- Build trust
- Establish yourself as an authority
- Foster positive feelings towards your brand
- Warm them up for the big ask (the sale)
One item missing from that list is actually asking for the sale, and that is definitely an email that you want to send out, but not before you’ve sent out at least one or two emails delivering pure value without asking for anything in return.
An example email campaign autoresponder might look something like this:
- Welcome email, thanking them for signing up and introducing yourself and how you can help them.
- Helpful content
- Helpful content
- Promotion and ask for a sale (bonus if you can relate how that would be helpful to them based off of what you shared in the previous two emails).
- Helpful content
- Helpful content
- Promotion and ask for a sale
This sequence can go on for a long time, as long as you can build content to keep the sequence going. Of course, if they are really not interested they will eventually unsubscribe from your autoresponders, but that’s okay because it is all a part of qualifying leads, and it is nice when your email sequence does the qualifying for you automatically!
You will also want to choose an email marketing tool that allows behavior-based automation, so when a person does make a purchase you can remove those promotion and sale emails and only provide them with the helpful content, or move them out of that sequence into one that promotes a different product.
Does this all sound complex? It can be overwhelming at first, but thankfully there are email and marketing automation tools that can handle all of these complexities for you, with an attractive and easy-to-use interface as well.
My two recommended tools for email marketing automation are:
They are both built by a solid team of marketers and developers and are solid choices for someone looking to build their email list and customer base through email marketing. Both of those tools also provide their own landing pages for your forms, widgets to drop into your site by pasting code, as well as integration with a number of services like LeadPages.
Thank You pages
Whether you are redirecting people to a thank you page for providing you with their email, or after they have made a purchase, too many people waste this valuable real estate by having a plain thank you page.
Instead of simply saying “Thank you for your purchase”, why not spice it up with “Thank you for your purchase, click the links below to follow us on Twitter and Facebook”. They may already follow you on these platforms, and if so, there is nothing lost here by asking again. However, if they are not yet following you on these two platforms, then you increase your following by asking right at the time their trust is at a high level. They’ve just finished providing you with something, they are much more likely to deepen the relationship by following you on a social network.
Now our strategy has come full-circle. If they follow you on Twitter and Facebook, they are likely to see your announcements of new scopes, and will grow your attendance when you scope, foster more comments, and sharing within their own networks. The longer you stay at this, the more the results grow exponentially. If you are successfully converting a portion of your viewers into subscribers and customers, then your business will grow exponentially as well.
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