WEBVTT 00:00.210 --> 00:06.750 Welcome to the digital marketing masterclass Diego and I are so excited to still have you in this class 00:07.080 --> 00:09.710 and we hope that you've been enjoying it thoroughly. 00:09.750 --> 00:16.590 So the next step in this digital marketing world is setting up your email marketing system email marketing 00:16.620 --> 00:18.100 is so important. 00:18.150 --> 00:25.290 For me it's still the highest converting tool as compared to social media or other content marketing 00:25.290 --> 00:27.510 like YouTube or blog writing. 00:27.510 --> 00:31.950 So it's so important as you get started to start collecting e-mail addresses. 00:32.100 --> 00:33.660 That's what you actually do. 00:33.660 --> 00:40.710 The basic process is getting e-mail addresses from people and delivering them content not only sales 00:40.710 --> 00:45.340 content but also educational content and inspirational content. 00:45.360 --> 00:47.420 What do you do when you wake up in the morning. 00:47.460 --> 00:53.280 Most people still even though you're checking your instagram your Facebook and everything else most 00:53.280 --> 00:59.910 people still check their email address and their e-mail address is a little bit more private than say 00:59.910 --> 01:05.730 social media and that's why I believe it converts a little bit better because they're getting messages 01:05.730 --> 01:08.410 from people that they like know and trust. 01:08.410 --> 01:09.840 Unless spam of course. 01:09.840 --> 01:11.570 And that's not what we're going to be doing. 01:11.670 --> 01:15.190 Hopefully now you understand that e-mail marketing is important. 01:15.210 --> 01:18.690 How does the basic e-mail marketing funnel work. 01:18.690 --> 01:25.500 First let's understand just how a marketing funnel works in this first Top of the funnel you have awareness. 01:25.500 --> 01:29.430 This is people who are aware of you or they become aware of you. 01:29.430 --> 01:35.250 They search for something on Google and they end up on your Web site or they type something into YouTube 01:35.250 --> 01:40.730 and they find your video or your blog article or something else some on social media. 01:40.770 --> 01:43.630 They become aware of your brain. 01:43.740 --> 01:46.350 This is the biggest part of the funnel. 01:46.350 --> 01:53.950 From there we go a little bit further and fewer people become interested in your product or service. 01:54.060 --> 01:59.890 These people start to spend more time on your Web site or reading your content watching your content 02:00.330 --> 02:05.430 and they're starting to get interested in what your product could do for them at some point they have 02:05.430 --> 02:06.360 to make a decision. 02:06.360 --> 02:09.070 So they're deciding whether to purchase or not. 02:09.240 --> 02:16.190 And hopefully you're helping them to make that decision reinforcing that you will solve their problem. 02:16.200 --> 02:19.290 And then lastly they take action and they buy or not. 02:19.290 --> 02:23.620 And so the small part of the funnel are people who have actually taken action. 02:23.670 --> 02:26.600 The goal is to work people through the entire funnel. 02:26.610 --> 02:32.730 How does this look like with e-mail marketing while you have people who become aware of you and then 02:32.730 --> 02:39.630 you send that traffic whether it's through YouTube or really social media or really wherever you send 02:39.630 --> 02:42.450 that to an opt in form. 02:42.450 --> 02:44.320 You've seen these all over the place. 02:44.430 --> 02:49.950 You see the Web sites where they say sign up for my newsletter or sign up to get a free book or sign 02:49.950 --> 02:51.530 up to get a free course. 02:51.660 --> 02:57.690 That little box or that little form where you submit your e-mail address is called an opt in form and 02:57.690 --> 03:03.600 these opt in forms can be created using that e-mail marketing service that you choose or sometimes with 03:03.750 --> 03:06.060 different Web site builders with different plug ins. 03:06.060 --> 03:07.440 For example on wordpress. 03:07.440 --> 03:13.830 There are many plug ins you can use to customize how and opt in form works or if you're a web developer 03:13.830 --> 03:20.340 you can actually customize and create your web your email Opt-In box from scratch but that's not what 03:20.340 --> 03:22.260 we're going to be doing in this class. 03:22.260 --> 03:27.720 The lead magnet is a very important part of the in funnel and it's not really the next step in the funnel 03:27.750 --> 03:33.600 but that's what you give in exchange for someone's email address some time that you don't really need 03:33.600 --> 03:34.380 a lead magnet. 03:34.410 --> 03:40.860 All you have to say is that hey join my newsletter and I'll send you e-mails when there is something 03:40.860 --> 03:42.110 of interest. 03:42.120 --> 03:44.110 Other times it's more specific. 03:44.130 --> 03:49.410 Join my newsletter and I'll send you a weekly email with new tips. 03:49.410 --> 03:54.480 Other times it takes a little bit more work to get people to give their email address to you. 03:54.480 --> 03:55.950 After all it is private's. 03:56.010 --> 04:00.300 And if you're like me you don't like giving your email address away all over the place. 04:00.390 --> 04:05.820 You don't want that kind of spam so that's why you have to give something of value away and that's called 04:05.820 --> 04:06.800 the Lead magnet. 04:06.840 --> 04:10.570 And we're going to be talking about the tools you can use to build lead magnets and the types of the 04:10.620 --> 04:12.280 magnets in a couple of lessons. 04:12.330 --> 04:18.080 After they've submitted their email through the Opteron form you run them through a sequence of emails. 04:18.090 --> 04:24.600 Now this sequence could just be one email but ideally it's multiple emails and that leads them to the 04:24.600 --> 04:30.630 sales pitch and your offer for your product or service and ultimately that's where they make their decision 04:30.630 --> 04:32.190 and take action or not. 04:32.190 --> 04:35.450 That's basically how an e-mail marketing funnel works. 04:35.460 --> 04:38.580 But how do you drive people and get them on your list. 04:38.640 --> 04:41.690 Well there's two big buckets and two big ways you do it. 04:41.760 --> 04:45.530 Content Marketing and paid advertising. 04:45.750 --> 04:53.520 So with content marketing we're talking about YouTube videos blog articles creating some sort of interesting 04:53.640 --> 05:01.020 and inspiring entertaining educational type of content that they consume that they direct people to 05:01.020 --> 05:06.850 a page where they can opt in or maybe that page has an opt in form on it like a blog article. 05:06.900 --> 05:12.030 I'm going to lump social media into this as well because even though it's not really big content that 05:12.030 --> 05:19.880 you're creating on social media in general I'd say that with hesitation because on Facebook and on these 05:19.880 --> 05:25.940 platforms you can put up big content you can put up your own videos and host it on places like Facebook 05:25.940 --> 05:33.080 which is good but in general it's more you know your latest news or your latest thoughts or status updates 05:33.710 --> 05:39.710 but more and more we are sending people to our Web site and optin forms through social media nowadays 05:39.720 --> 05:43.350 so I'm going to categorize that under content marketing for this case. 05:43.400 --> 05:48.440 The next is through paid advertising and that could be through the big two what we're going to talk 05:48.440 --> 05:55.550 about in this course are Google and Facebook Google ads that show up along the search results on Google 05:55.610 --> 06:02.090 as well as G-mail and lots of other places and different Web sites or Facebook whether you're putting 06:02.090 --> 06:10.910 up and ad or you're simply boosting a post of yours which shows up as a sponsor post or basically acts 06:11.000 --> 06:15.810 as an ad and boosting posts is a good way to get people aware of your brand. 06:15.810 --> 06:20.980 That first part of the funnel perhaps they might get interested if they click on it. 06:21.000 --> 06:27.180 They read it and that's where if you have an opt in form on that page you can actually get someone directly 06:27.180 --> 06:32.370 from a paid advertisement onto your list in a couple of steps. 06:32.370 --> 06:37.860 This is the theory behind email marketing we're going to dive deep into these different aspects of it 06:37.870 --> 06:42.980 in the next lessons and later on with Facebook advertising and Google advertising. 06:43.020 --> 06:49.220 But for now you understand the basic way that an email marketing funnel works grow. 06:49.320 --> 06:49.790 All right. 06:49.890 --> 06:51.510 Let's move on to the next lesson.