In order to make the most of the freebie, you will need to know a few things first before you decide which strategies to use and how to structure your campaigns.
#1: High-Quality Content
Without a doubt, your freebies must be high-quality. Try to focus on one specific issue or problem with a method, strategy, or advice that gets results. Keep it short and to the point.
Some of the best content is that which is simple yet effective.
Consider the “Try this one easy thing” approach.
#2: Make It Useful
Your freebie must be something that your audience is craving.
This is why market research is paramount. You must know who you are dealing with so you can properly engage them and improve their circumstance.
The best way to do this is a combination of market research and surveys. We've discussed this before but autoresponders are a great way to include surveys that will you sniff our audience demand. Then you can create valuable content for both freebies and paid promotions.
Never forget the axiom about filling a need. If you can help something look better, feel better or make more money, you will be a friend for life. More on this later when we discuss the product funnel in detail.
#3: Make It Personal
You will notice that most well-known industry experts or marketers put a face to the content. By this, I mean that you allow your audience to get to know you – what you look like as well as personal details that allow them to connect with you on a more intimate level. The importance of this bond cannot be overstated. Adding personal details such as tidbits about your everyday life, preferences, and goals can go a long way to building the bond. Putting a face on your brand is one of the best ways to build it. List subscribers will come to recognize you and look for your value-added content.
No one likes to be ‘sold' anything. High-pressure sales gimmicks and over-the-top offers will not build the bond you are seeking for long-term success. Your audience needs to know that you understand their pain points. Let your audience know that you are aware of how they are feeling or where they are on a specific journey. Perhaps you have been there yourself.
Empathy is the ultimate connector. When your list sees you as ‘one of us', your honest credibility will skyrocket.
#5: Social Proof
Although these tips are not in any specific order, social proof is probably the most important tool in your arsenal. It also makes perfect use of the freebie. Testimonials from your audience are one of the best ways to build your brand and expand your influence. The Internet is filled with bogus offers, extreme promotions, and unbelievable stories. Honest review and testimonials will set you apart and give you much-needed credibility. Testimonials and reviews should be specific and include detail about how someone was able to benefit or achieve a certain goal.
#6: Case Studies
Use case studies as a method for building credibility and maximizing social proof. Recently, I conducted several case studies for traffic-generating software using a small group of clients who had recently purchased the product. This focus group provided specific details about how their businesses improved during the 2-week testing phase after they implemented the software. These results were then published in a newsletter.
If you do not conduct your own case studies, you might try publishing existing case studies in your industry or niche. It is one of the best ways to maximize the freebie.
The importance of proper engagement with your audience is crucial to your success. You must always answer questions and respond to comments promptly. Be certain to add value with invested answers and sincere empathy. This is a great opportunity to teach, direct and encourage your audience.
If one of your list members is the catalyst for an interview, training segment, or newsletter topic, be certain to include their name in the process. This builds loyalty and makes you accessible.
work with one marketer who uses this tactic all the time. He does a weekly Q&A (question and answer) segment in a newsletter where he personally responds to a subscriber's question. What a powerful tool! It builds credibility and social
proof at the same time. Be certain to factor engagement into your business. Allow for a certain amount of time each week to respond to questions and comments. Some of the most successful marketers and content providers I know have a policy that no question goes unanswered.
One of the most demoralizing things you can do to a member of your audience ignores them. You would be surprised at how often this happens with Internet businesses. Marketers are so busy marketing that they forget the most important thing of all the needs of their audience.
#8: Maintain a 3:1 Ratio of Freebie to Promotion
It has been proven that high unsubscribe rates come from two things: over-promotion and excessive email frequency. You will have to balance the amount of your interaction as well as the ratio of free content to paid promotions. If the only time your audience hears from you is when you have a new promotion or some other product for them to purchase, they will tire quickly and begin to suspect your business. This is not how you build trust.
For every 1 promotion that you send to your list, be sure to include 3 freebies. These should flow naturally from week to week and may include a survey, article, video, or any of the other value-added content mentioned. Your autoresponder sequence should have a natural flow. People do not mind purchasing products and services that help them solve a problem or fill a need. This will occur naturally as you interweave free valuable content with offers.
Now that we have studied how to maximize the relationship with our list, let's move on the most exciting part: building a sales machine that benefits from all the work we have done to provide value.