Another mistake that all new entrepreneurs make is they treat marketing as an after-thought. That’s a typical misunderstanding since entrepreneurs are experts in their own field and not marketing. (Exception: Your business IS a marketing service – ha-ha)

Don’t just assume that all prospects will find out about your business, make the buying decision, and become loyalists – all on their own. Yes, it can happen but not as spontaneously as you’re hoping.

You need to put effort into acquiring new customers and cultivating their relationship with you.

The role of email marketing is to move your prospects and customers from one level of trust to the next inner level.

Here’s 5 essential email campaigns – each designed to move your audience from one level of trust to the next inner level.


Lead Magnet: Unaware to Interested
A lead magnet is something of value that you give away for free that demonstrates the benefits of your product or service.

To those who are unaware of your company or of the type of product that you're offering, the most appropriate call to action is for them to give you a chance to prove yourself to them. This is the stage of the relationship where businesses typically use lead magnets.

Let’s say your web store sells nutritional supplements. Your lead magnet could be a downloadable file that lists common ailments like joint pain, trouble sleeping at night, lack of energy. Your lead magnet could mention the possible causes for each and then recommended supplements that they can purchase on your site

Trial Conversion: Engaged to Buyer
Let’s say your Engagers are free trial users. Then the emails you send to them should reinforce the benefits they're receiving from your service. The call to action is to continue to receive those benefits. And the way to continue receiving those benefits is by becoming a paid subscriber.

Upsell/Cross-sell/Renewal Reminder: Buyer to Repeat Buyer
To those people who bought a facial cream, you'll send a series of emails highlighting your selection of lip gloss. To people who bought your necklaces, send them emails highlighting your bracelets.

If you’re selling renewable products like nutritional supplements, cosmetics, dog food, or anything like it, you should send product renewal reminder emails.

Referral Solicitation: Repeat Buyer to Advocate
If someone’s bought repeatedly from you, then obviously they trust you. And that's why a call to action for someone to become an advocate for you makes sense for someone who trusts you. And it makes no sense for someone who doesn't.

Social Media Integration: Repeat Buyer to New Interested
Your friends and family told you that the first marketing activity you need to do is establish a social media presence. Obviously, I’m biased. IMO the first thing you should do is start sending emails to your prospects and buyers.

But let’s say you’ve already set up your social media page (pronounced “fays-buk”). Most new business owners use Facebook Ads to advertise for new sales and to acquire new leads to send their emails to.

Try this: use your best customers to acquire new leads using Facebook Ads. Facebook has a cool feature called “Lookalike Audiences.” Facebook has an algorithm that identifies an audience of users who are similar to a group of users that you upload into your Facebook page. These are Facebook users who know nothing about you but “fit the profile” of those who do.
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Create an export file of your repeat buyers and upload that file into your Facebook business account as a Lookalike Audience Group. Then target your Facebook Ad Campaign to this audience.

Summary
Business is a relationship, and all relationships are based on trust. There are different levels of trust therefore different types of customers.

Some customers increase their level of trust with you on their own. But don’t leave it to chance. The purpose of email marketing is to move a customer from one level of trust to the next inner level. Use it to your advantage.