The money is in the list…
It’s an old saying, but it’s still true and relevant. Lead Generation should be the number 1 focus of every business owner, even before profit.
Here’s why independent alt-business owners must constantly focus on lead generation and nurturing.
1: Knowledge of your Audience.
Bulling a list and nurturing it is the best way to have insights on your audience.
What are their needs, wants, and pain points?
The more you gather insights, the better you can serve your clients.
2: Streamline your Storytelling.
Your stories are an essential aspect of your business.
But if you only tell them on social media, most people will not see it.
With email marketing, you can automate a series of emails, each one giving information and telling parts of what makes you relevant in your industry.
3: Direct communication.
Nurturing a list simply means talking directly to your clients.
And, in today’s digital environment, where noise and distractions are everywhere, this is THE most effective form of communication.
4: No Algorithm Problems.
SEO, Media Buying and Social Media marketing have one big problem in common: algorithms.
They change all the time, forcing you to adapt or die.
But with a list, you can always communicate directly to your clients without middle-robots.
5: You don’t need a big list.
In business and marketing, there are always those who wants to know who has the biggest list.
This pushes entrepreneurs to buy low quality leads for no reason except satisfying their ego.
As Kevin Kelly explained in his old (yet extremely relevant) article “1000 true fans”, you don’t need a lot of people to run a successful enterprise.
6: Not just for selling.
While the main objective of a list is to profit as much as possible, this isn’t the only use of your list.
You can use to ask questions, share new initiatives, give visibility to your content… People don’t like to be sold to.
They want to relate to you and the values you represent through your business.
7: Defense against censorship.
Independent Alt-Businesses are easily targeted by direct or indirect censorship (think shadowbanning).
Having a list allows you to bypass any form of censorship.
Because you can always export your email list and upload it to another provider (you can’t do the same if they delete your Social Media account).