Dan Kennedy talks about his customers and audience being his “herd,” and advises all marketers to think of their customer list in the same way.
Don’t be insulted by this. It doesn’t mean I think of you as cows or sheep.
It means that as a marketer, you should build a following that you shepherd, protect, lead and help. Think of your “herd” as a community that gathers around your brand.
In this video, I talk about strategies to gather a community or a “herd.”
HOW TO GATHER YOUR HERD
If you only follow up with your leads and customers individually, you are missing the opportunity to gather them together into a community.
There are various ways to do this. You can gather them together by hosting live events, or you can do it online with a virtual community.
Ning is one platform for hosting a virtual community, but I would recommend you use a Facebook group. Facebook is easy, free and 90% of your audience is already using it.
You can make a Facebook group in 10 seconds by logging into Facebook, clicking on Create Group and giving your group a name. Then, send out an email to your list to invite people into the group.
Give people incentives to join the group. Tell them that you share additional tips and secrets in the group that you don’t share anywhere else. Describe it as private or exclusive, and tell them that they can interact with the other members of your community.
WHY USE A FACEBOOK GROUP?
Aside from the ability to gather a community, another benefit of using a Facebook group is it’s a second chance to get your message in front of people.
People won’t open all the emails you send them. The older a list gets, the less responsive it gets. For an old list, each email you send may only get 3 or 4 per cent of the list opening it.
For a brand new list, you should expect something like 15 to 20 per cent as an open rate, but that’s still the vast majority of your list not seeing the message. By republishing your messages to your Facebook group, it gives you a second chance to get it in front of them.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to find customers, sell to them and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.