Welcome to the digital marketing masterclass Diego and I are so excited to still have you in this class
and we hope that you've been enjoying it thoroughly.
So the next step in this digital marketing world is setting up your email marketing system email marketing
is so important.
For me it's still the highest converting tool as compared to social media or other content marketing
like YouTube or blog writing.
So it's so important as you get started to start collecting e-mail addresses.
That's what you actually do.
The basic process is getting e-mail addresses from people and delivering them content not only sales
content but also educational content and inspirational content.
What do you do when you wake up in the morning.
Most people still even though you're checking your instagram your Facebook and everything else most
people still check their email address and their e-mail address is a little bit more private than say
social media and that's why I believe it converts a little bit better because they're getting messages
from people that they like know and trust.
Unless spam of course.
And that's not what we're going to be doing.
Hopefully now you understand that e-mail marketing is important.
How does the basic e-mail marketing funnel work.
First let's understand just how a marketing funnel works in this first Top of the funnel you have awareness.
This is people who are aware of you or they become aware of you.
They search for something on Google and they end up on your Web site or they type something into YouTube
and they find your video or your blog article or something else some on social media.
They become aware of your brain.
This is the biggest part of the funnel.
From there we go a little bit further and fewer people become interested in your product or service.
These people start to spend more time on your Web site or reading your content watching your content
and they're starting to get interested in what your product could do for them at some point they have
to make a decision.
So they're deciding whether to purchase or not.
And hopefully you're helping them to make that decision reinforcing that you will solve their problem.
And then lastly they take action and they buy or not.
And so the small part of the funnel are people who have actually taken action.
The goal is to work people through the entire funnel.
How does this look like with e-mail marketing while you have people who become aware of you and then
you send that traffic whether it's through YouTube or really social media or really wherever you send
that to an opt in form.
You've seen these all over the place.
You see the Web sites where they say sign up for my newsletter or sign up to get a free book or sign
up to get a free course.
That little box or that little form where you submit your e-mail address is called an opt in form and
these opt in forms can be created using that e-mail marketing service that you choose or sometimes with
different Web site builders with different plug ins.
For example on wordpress.
There are many plug ins you can use to customize how and opt in form works or if you're a web developer
you can actually customize and create your web your email Opt-In box from scratch but that's not what
we're going to be doing in this class.
The lead magnet is a very important part of the in funnel and it's not really the next step in the funnel
but that's what you give in exchange for someone's email address some time that you don't really need
a lead magnet.
All you have to say is that hey join my newsletter and I'll send you e-mails when there is something
of interest.
Other times it's more specific.
Join my newsletter and I'll send you a weekly email with new tips.
Other times it takes a little bit more work to get people to give their email address to you.
After all it is private's.
And if you're like me you don't like giving your email address away all over the place.
You don't want that kind of spam so that's why you have to give something of value away and that's called
the Lead magnet.
And we're going to be talking about the tools you can use to build lead magnets and the types of the
magnets in a couple of lessons.
After they've submitted their email through the Opteron form you run them through a sequence of emails.
Now this sequence could just be one email but ideally it's multiple emails and that leads them to the
sales pitch and your offer for your product or service and ultimately that's where they make their decision
and take action or not.
That's basically how an e-mail marketing funnel works.
But how do you drive people and get them on your list.
Well there's two big buckets and two big ways you do it.
Content Marketing and paid advertising.
So with content marketing we're talking about YouTube videos blog articles creating some sort of interesting
and inspiring entertaining educational type of content that they consume that they direct people to
a page where they can opt in or maybe that page has an opt in form on it like a blog article.
I'm going to lump social media into this as well because even though it's not really big content that
you're creating on social media in general I'd say that with hesitation because on Facebook and on these
platforms you can put up big content you can put up your own videos and host it on places like Facebook
which is good but in general it's more you know your latest news or your latest thoughts or status updates
but more and more we are sending people to our Web site and optin forms through social media nowadays
so I'm going to categorize that under content marketing for this case.
The next is through paid advertising and that could be through the big two what we're going to talk
about in this course are Google and Facebook Google ads that show up along the search results on Google
as well as G-mail and lots of other places and different Web sites or Facebook whether you're putting
up and ad or you're simply boosting a post of yours which shows up as a sponsor post or basically acts
as an ad and boosting posts is a good way to get people aware of your brand.
That first part of the funnel perhaps they might get interested if they click on it.
They read it and that's where if you have an opt in form on that page you can actually get someone directly
from a paid advertisement onto your list in a couple of steps.
This is the theory behind email marketing we're going to dive deep into these different aspects of it
in the next lessons and later on with Facebook advertising and Google advertising.
But for now you understand the basic way that an email marketing funnel works grow.
All right.
Let's move on to the next lesson.