TAS 595: Ask Scott #186 – What Are Pros and Cons of Using Giveaways to Build Email List to Sell Products?

How are your fourth quarter efforts shaping up? Have you solidified your Black Friday and Cyber Monday strategies? If you need some positive momentum to get you going in the right direction, you’ve come to the right place! It’s time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares his thought of the week, an answer to a question from a TAS follower like you, and much more. You don’t want to miss a minute of this valuable and informative episode!

What was old is new again.

Did you know that blogging is making a comeback? It’s true! There was a time when blogging was king of the internet then much of the focus shifted to social media channels. Now, as is the case with many things in life, what was old is new again! Building a blog one of the best ways to create content for your brand and engage with your target audience. Have you developed a blog for your brand? What are you waiting for? To hear more about the value of blogging to your brand, make sure to listen to this episode of The Amazing Seller!

Traffic is king.

Did you know that when it comes to building your ecommerce brand, traffic is king? The more you create content that your audience finds valuable, the more your traffic will grow. This thriving traffic will alert Google, Facebook, and other internet platforms to the benefit of sending people to your brand. Don’t expect to throw up some random content to get the ball rolling, make sure you have done your homework and you know what your audience wants to hear! Discover how you can make the most out of your content creation efforts by listening to this episode of The Amazing Seller!

Using giveaways effectively.

There are many ecommerce sellers out there who are nervous about spending their time and resources on giveaways. Have you tried a giveaway contest to build an email list for your brand? If you are worried about people, who will sign up for your giveaway and will never end up buying your product, stop worrying, it will happen! That shouldn’t prevent you from reaching out to your target audience with a giveaway to build up your email list. Make sure to listen to this episode of The Amazing Seller as Scott expands on this critical topic and much more!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:35] Scott’s introduction to this episode of the podcast!
  • [2:20] Scott’s thought of the week, what’s old is new again.
  • [12:00] Question: What are the pros & cons of using giveaways to build a list?
  • [17:00] Closing thoughts from Scott.

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TRANSCRIPT TAS 595

TAS 595: Ask Scott #186 – What Are Pros and Cons of Using Giveaways to Build Email List to Sell Products?

[INTRODUCTION]

[00:00:02] Scott: Hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is Episode #595 and Session #186 of Ask Scott. This is where I answer your questions here on the podcast and we’re going to do it again here today and I’m fired up because…

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…well, because I’m fired up. That's why. I don’t know. I’m just ready to conquer this fourth quarter stuff and everything else that we’re doing in the world of business and just life in general. Yeah, I’m pretty fired up so, hopefully, you're going to give a little bit of this energy, this little bit of feedback today that will help you get a little bit more energy if you're feeling like things just aren’t working or you’re feeling like you're in the grind. It’s all right. It’s part of the process. We just got to embrace it and keep moving. So, hopefully, I can help you with that here today. So, here's what we’re going to be doing today. I'm going to be talking about sharing my response to this question which is, what are the pros and cons of using giveaways to build an email list to sell products?

And it's one of the common questions that we get whenever we’re using a giveaway, not only giving away your product necessarily which you could, talking about giving away something a prize of some kind to build the audience. And it’s worked really well for us and it's worked well for other people as well but you usually get people also that say, “Well, aren’t we just going to be attracting the freebie seekers?” and the answer is, yeah, sometimes and you know, depending on your prize and kind of how you do this and kind of how you target these people, that can depend on it. So, I'll give you all my thoughts on that. But there's a lot of pros that go along with this. I’m going to share all of those here today in that response to this question. Now, I also want to remind you if you have a question that you want me to answer on an upcoming Ask Scott session, all you have to do is head over to TheAmazingSeller.com/Ask and you can do that. You can also do that on YouTube over at TheAmazingSellerTV.com and you can catch all my videos over there and please subscribe to that channel. Give it a little bit of love. I would appreciate that.

[00:02:03] Scott: This episode here is Episode 595 so the show notes, transcripts, all that stuff can be found at TheAmazingSeller.com/595. All right. So, 595 is the episode. That's where you’ll find the show notes, transcripts, and all that stuff, all the goodies. All right. So, before we jump into the question, I did have a few thoughts I wanted to share with you as I do on the Friday episodes here and here it is. I’m just going to kind of blurt it out. What was old is now new again. Here's what I mean. All right. Now, probably going back at least 10 years ago, maybe even more, but there was this thing called blogging, okay, and blogging was where you would just kind of document or you would just journal in a sense online and there's been plenty, plenty of success stories out there, people building a blog from doing that then eventually or maybe figuring out the angle or the market that they were going to go after and then they went a little bit deeper.

And in that market, in that niche, ‘neesh’, however you want to say it, and then they built an audience, they got a lot of traffic, and started making some money on ads, maybe products, whatever. And then blogging just kind of became like this thing that people are like, “Ah, that's like years ago like that's not like working anymore.” Well, let's not call it blogging if you don't want to. I still think we should but let's just say we’re content creators or we’re creating content. And what this does is it allows us to reach the people in our audience in our market, okay, and we can start to get traffic. Now, we can start to get some Google love. Google is still giving out plenty, plenty of love and what I mean by that is, if you put out really good content, if you have good social presence, if people start linking over to your content because it's valuable and they start sharing it, you will get traffic. And if you get traffic, to me, everyone says content is king, and it is, but traffic is king too.

[00:04:00] Scott: The more content that you put out that is useful that is beneficial to your audience, to your market, to your niche, then you start to get traffic and if you start to get traffic, you will generally start to build up some type of influence. If you are the leader of the blog or the content or just the person that's reporting on your topic, you have some level of influence. Now, the problem and the place where people usually get stuck here is it takes time and it takes patience. Over time you have to do it over and over and over again and sometimes you're doing it and no one is even watching or no one is even reading and eventually you start to build up a little bit of momentum, a little bit of traffic, and then you start to be rewarded. It's like anything. Okay. The more you work at it, the better you’ll get at it, and then you'll start to see the results. Now, this still works and here's my point and this is – I’m going to tie it all back to physical product sellers and e-commerce people because I still think we’re all in the content creation channel or that we should be and we should be doing this because it's what our market wants and what they need is a way for us to stand out, okay, but I'll get to that here in a minute.

So, my good friend, Cassidy Tuttle, who actually I had on the show, Episode 585, she did this. She did it in the succulent market which is just a very, very unique market niche and you wouldn’t think that you would even have enough traffic that would ever come from that. Well, she's doing over 500,000 unique visitors a month. Over the past five years, she's built up this really nice site that has great traffic. She's monetizing it in a variety of different ways. She's now, just now, because she met me, is starting to think about physical products because she has the audience. She has the leverage of the traffic. She has all that stuff but she’s still doing a six-figure income right now supporting herself and her family through this blog and it's a blog/website, whatever you want to call it, but it's content that people find useful.

[00:06:03] Scott: And then she has an email list of over 50,000 people and she's got I believe it was like 30,000 or 40,000 people on Facebook, on social. So, all of these things still work but it's not sexy because you got to do the work. It's not like taking a product throwing it up on Amazon and you're starting to get sales maybe a week after you've launched but then you have to still work at it and you’re still dependent on that channel so then you want to start doing this other stuff. And that's what we’ve been talking especially around PACE. If you guys have not caught all of the discussions we had on PACE, P-A-C-E, then not go check out TheAmazingSeller.com/PACE and you'll hear all of the discussion there, all the training that we’ve put together for those four pillars of really building a rock-solid business. That's going to be here today and tomorrow. We call that future proofing your business inside of PACE. Now, there are two camps. There are two camps right now that I see people fall in and you can decide which one you are and you can see where this is going to apply to you.

Number one, you’re just starting out, you're stuck trying to choose a product. If I had everyone here in an audience, I would say, “Who's stuck on finding their product or choosing their product?” and you’d see like probably 80% of the room, again, depending on who I had in the audience. But here's the deal. Instead of being stuck in finding a product, why don't you figure out the market first? Everyone tries to figure out the product first and then we'll figure out the market. Why don't you start with finding the market and then niching down inside of that market? It's funny. Cassidy who’s in a very niche, I believe, a really narrow niche, she said that if she was to start over again, she would even niche down even further. I’m like, “How do you do that?” but she explained it so that's why you got to listen to that episode but basically, choose the market, choose content that that market needs to educate them on the space, and then choose products and monetization strategies like that's it, but you got to find a good market.

[00:08:03] Scott: You got to niche down in that market. Don't be so broad. Don't be just fishing. It needs to be fishing and then bass fishing and then maybe kayak bass fishing and we've done that example over and over again, but you get the idea. We don't want to just be so broad. If you're in the pet market, you don’t want to just be in the pet market. You want to be in the cat market. And then in the cat market, maybe a certain breed, something like that, and then you can work yourself back out into a more broad market. But if you start with the market in mind and figure out that, everything else kind of falls into place and this is exactly what we teach inside of Product Discovery Bootcamp, inside our Private-Label Classroom, and if you are just starting and you want some more resources on that, you can go over to TheAmazingSeller.com/Training and you can go through that training over there and that'll help you get started and get unstuck. So, definitely check that out. All of my training is there inside of TAS Breakthrough U now and I also do some biweekly trainings as far as Q&A sessions and stuff like that, hot seats. It's all over there. So, go check that out. A little shameless plug there.

All right. Now, the second camp I see is people that are successful on Amazon right now and we've got a good handful of them right now inside of our inner circle, inside of our mastermind that are doing, you know, high six figures to seven figures right now, some of whom really doing solid seven figures, but they’re successful on that one platform but they are not diversified, and they're finding it hard to stand out from their competition and they’re feeling the pressure of what if Amazon decides to get rid of my listing because there’s a violation that I didn't know that I did and they’re going to suspend me for 30 days like whatever it is. You need to be thinking about this whole create content for your market, get people interested in your brand because you’re delivering value, getting their attention by putting this stuff out there, getting that bond, that relationship built with follow-up, with email list building, all of that stuff.

[00:10:03] Scott: And then you can sell them stuff. Whether that's on Amazon, off Amazon, it doesn't matter but it all comes down to those things. Finding the market, attracting them with some good content, bond, creating a bond through your follow-up and relationship building, all that normal stuff, and then selling stuff, monetization. Like, those are the things. That is what still works and no matter what camp you are in, you can still follow that model. I’ve got people right now in my inner circle that are following this to a T and they're working towards building out their content, being the best resource in their market on this stuff and eventually, they’re going to capitalize on that. Okay. But they understand the long-term vision. Right now, if you are at that level and you have not heard about our inner circle, it's a very small intimate group and we only have 10 per group, if you're interested in applying for one of our groups, you can head over to TASInnerCircle.com and you can get all the information over there. I’m not going to go into all the details but you do need to be qualified and there is some criteria that you need to have in order to even be accepted inside of the inner circle.

So, if you're interested, it's a high-level mastermind, inner circle. Go check it out, TASInnerCircle.com. All right. But the bottom line is this, you need to use this stuff to your advantage. You need to start building that stuff today so it builds upon itself and you start to get that momentum and it will pay off in the end, I promise, but you got to stick to the plan, you got to commit to the process, and then you need to take action as I always say. So, let's go ahead. I’m glad that I got that off my chest. I really wanted to because I think it's so, so important that what people think is old is now new and it's exciting and a lot of people are taking advantage of it, but some still aren’t. Hopefully, you will. All right. So, let's go ahead and let's address this question today and what are the pros and cons of using giveaways to build an email list to sell products. So, all of my thoughts coming right at you. Here you are.

[Q&A]

[00:12:05] Scott: “Hey, Scott. When you build an audience of people who want to win free items, there’s a high chance that these people like free stuff and would never convert to a sale. How do you build an audience of people who actually spend money and not only want to win free stuff?”

All right. Now, this is a great question and it's a valid question because you would think if you are doing any type of giveaway, you're going to attract people that just want free stuff. That's true. Now, in the past, what we would do to spike the algorithm in Amazon if we’re launching on Amazon is we would then discount our products, steep discount. I’m talking like 90 plus percent off, sometimes free, in order to get the algorithm going. So, we would take our product that we spent money on and we’d give it away for free. We would lose money on them. Now, the thing with that strategy was these people that are in these groups, they’re all people that are just in random markets. They could be in fishing, they could be in baby, they could be in beauty, they could be just all different markets.

So, what we decided to do was get people to raise their hands in our market by giving them something that we know that they’d be interested in and if they are interested, they’ll raise their hand by putting their email in to register or to enter the contest. So, for example, if we are giving away a massive maybe bundle for fishing, you would maybe have a fishing pole, a tackle box, a vest, and maybe it would be up $150 value, we’d get people to raise their hand. Now, that's what this question is about. There's going to be some people that are going to enter that are in that market but they're not going to buy stuff in the future and that's okay. Here's where you need to look beyond that. Number one, here's where you need to look beyond that. You need to look at that email list as people. Now, these people will also pay you by sharing your content when you start to publish that. Now, if you're not publishing content, I strongly advise that you do. You could publish up on YouTube. You could publish stuff on a blog and have an article that would give value to your market, any of that stuff.

[00:14:07] Scott: You need to be thinking a little bit further down the line. Here's what I mean. Now, when you are building this email list of people that have raised their hand because they're interested in this market, whether they buy or not, when we start to publish content what you should be doing, by the way, whether that's a YouTube channel, whether that's a blog post, whether that's Instagram, Facebook, whatever, as you’re posting stuff, you're able to share it with these people that we know now are our target market because they raised their hand. And then the other thing that we’re doing now is when we’re sending emails, we can also see who opens and who doesn't open, and eventually, we can kind of clean our list and get them off of our list that only directly speak to these people. So, if we get a list of 5,000 people, we might only have 1,500 people that are actually paying attention and that's okay. It's part of the process because now we have 1,500 people that we know are our target market and we’re speaking directly to those people and some of those people will eventually buy.

This is also where I talk a lot about your market is always going to be buying throughout the entire year. Now, not everyone is going to be buying right now like on Amazon, for example. If you go to Amazon, you're ready to buy. There's like 5% of your market. There's another at 95% of the market that’s not ready to buy today, but maybe in three months. Maybe in six months. Maybe eight months and if we can stay in front of these people on a regular basis, eventually, they could buy. But so many people look at it, they built a list, in 30 days they didn't buy so they’re never going to buy. Wrong attitude. Okay. Wrong attitude. You need to think further down the line and that they’re also able to share your content. They’re actually able to engage with your content which will then help you rank on YouTube or rank your blog or maybe get maybe one your post on Facebook. Maybe it started to get shared a little bit more.

[00:16:00] Scott: Those are some things that a lot of people don't look at as value. That's a huge value because they might have shared it with someone that will be a buyer. So, there are a few different things to think about when you're building that list. Don't just look about didn't convert to a sale within the first 30 days. You need to look about the audience that you’re building, the list that you’re building there are also helping you spread the word about your content and about your brand that will eventually end up in someone else's hands that will then eventually buy. That's the way I want you to think about this in anything that you do. And also, I really, really want to highlight this. Your audience, okay, is going to be buying throughout the entire year, not just once they land on Amazon. Yes, those people on Amazon will pretty much be ready to buy, but there's the other 95% of your market that's not ready to buy yet.

[CLOSING]

[00:16:55] Scott: All right. So, there you have it. That is my thoughts and my advice for anyone that is looking to build an email list using giveaways. I still think it's effective. I still think it's a great way to go out there and get started. And even if you are starting from scratch, I would start with this because this here will allow you to build an email list very quickly and then start distributing your content as we talked about and then from there, leading people to eventually buy. That's what I would do and that's what I advise anyone that is just starting out or if someone is wanting to grow and scale their current business. It works for both camps like I said earlier. All right, guys. So, here's the deal. I want you to ask the question if you have one over at TheAmazingSeller.com/Ask and you can do it over there and then the other thing is the show notes can be found at TheAmazingSeller.com/595.

And then the very last thing I will remind you is if you are stuck and you want to have some help finding your market, precisely finding your market, and how to build that email list then definitely head over to TheAmazingSeller.com/Training and you can get all of my training over there and then also you can hop on a call with myself and Chris Schaffer on one of our monthly calls. All right. So, guys, that is it. That is going to wrap up this session of Ask Scott. Once again, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.

[END]

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