On this episode, Jacob talks with one of the truly great marketers out there, Andrea Palten. They talk about being good in business, building an email list, marketing during a pandemic, data and privacy, and more.

Again, Be Good in Business

Don’t ghost people.
Communicate!
Create a trustworthy brand.
We’re all humans. Your clients will understand. Just communicate with them.
Tell the truth.

Building an email list

The bigger your list, the bigger your income.
When someone gives you their email address, they are telling you that they trust you.
You own your email list. Not the people, but the list.
You don’t own social media channels, but you do own your email list.
Email marketing is a great way to keep yourself top-of-mind.
Create a weekly big piece of content.
This could be a blog post, podcast, YouTube video…
You can then repurpose that piece of content in your email list each week.
When you’re consistent, people will trust that you’re always there and that you aren’t going away.
Create a lead magnet - a free piece of content that requires that people give you their email address.

Don’t Spam or Ghost!

There are two extremes.
Sometimes, you sign up for an email list and get WAY too many emails.
Other times, you sign up and never get an email. Then out of the blue you get a sales email.
Don’t do either! There’s a happy medium here.
Send emails at least every two weeks. Weekly is the best.
Some unsubscribing is okay. Shoot for an unsubscribe rate of 2% or less.
GIVE VALUE. Give 4 times before you get.
Send 4 emails giving tips and ideas and then 1 email selling your product or service.

How has marketing changed during the pandemic?

Andrea is moving to more storytelling in her email marketing.
Consumer behavior is changing. People are more interested in brands and want to connect with the people and businesses they work with.
We are more lonely than ever.
We’ve all been burned with politics and social issues.
Be real. Show up as you. Be authentic.

Data and Privacy

Make sure you have a privacy policy on your website.
Make sure you have terms and conditions and disclaimers.
Be transparent in the way that you use customer data.
Only collect the data that you actually need.
Pay attention to laws like GDPR. Stay on top of the news and be aware of what’s happening.

Show up

Show up on social media and in your newsletter
Be real and authentic.
Respond quickly when people reach out.
Give a lot of grace and patience. We all need it.

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