Now more than ever, people worldwide are looking to wellness experts like you to share tips and guidance for their balance and wellbeing.
Sharing your expertise via free content is a smart way to show your compassion while also establishing authority and deepening your brand connection.
And when setup right, you can create a brilliant system to get viewers onto your email list, and then invite them to become paying clients.
This is a strategy that works well to turn followers into buyers on Instagram and beyond.
Wanna know how?
Today, I'll map out a simple 5-step plan you can follow to assure every piece of content you create is working to organically grow your email list (and your business).
Pssst... further down this post, you'll find a super value-packed free guide "The Ultimate List Of Freebie Offer Ideas" that'll take this training next-level.
Be sure to grab it!
First, let's dive into some of the perks of sharing free content...
A few awesome perks to sharing free content:
Grow Your Following: People are searching for tips, how-tos, and general information - related to what you do - on Instagram and beyond. When you offer valuable info, they'll follow you (and sign up for your email list - woot!)
Establish Authority: When you show up and offer killer info, you establish yourself as an expert.
Boost SEO: When you share valuable content online, the Google bots notice. And they reward you! By boosting your website... and making it to the 1st page of Google search is gooood for your biz.
Deepen Brand Connection: People notice when you shower them with value. And they love you for it. Supporting people where they need it, whether they're a paying client or not, drums up a whole lot of love for your brand. And when the day comes that those followers are ready to invest in a product/service like yours? They'll be more likely to remember your generosity and buy from you.
Giving Outlet: If you're a giver, like I am, you likely want to give everything away for free. While giving everything for free won't serve you or your prospects in the long run, giving SOME content for free allows you to fill that compassionate heart of yours and allows you to support more people without burning out or going under.
How To Organically Grow Your Email List By Sharing Free Content
( Your 5-Step Guide )
Step 1: Clarify The Desired Action
Just like with most everything you create for your business, you need to have clarity around the specific purpose of each piece of free content you create.
The ultimate end-goal for any free content or promotion should be to get prospects to purchase your product or service. Right?
Let's just say you're a health and fitness coach and your ultimate end-goal - the offer you ultimately want your followers to purchase - is your year-long online fitness membership.
Each piece of content you produce should be designed to take your follower one step closer to purchasing that end-goal product.
In order to be successful at this, every piece of content you create (blog, social media post, etc) should have one specific desired action you want your viewers to take.
The desired action we're focusing on today is to get your followers to sign up to your email list.
Once someone is on your email list, you can take them through an email "sales funnel" designed to sell your product.
But, let's back up a step.
In order to assure this new brilliant system you're creating maintains its flow, you want to make sure every piece of content you create has a CTA (Call-to-Action).
Once your followers devour your free content, they're looking to you for the "next step". Make it easy by telling them what to do next!
For the sake of what we're creating here, your CTA should be a prompt to get your followers to sign up to your email list.
And the best way to do that? Is by enticing them with an opt-in freebie.
A CTA can be something like:
- Book Now
- Click Here
- Join Now
- Sign Up Below
- Grab My Freebie Here
Why Your #1 Goal with Free Content Should Be To Grow Your Email List
Check out this statistic...
63% of consumers who ask for information about your business or products won't make a purchase for at least three months.
(Marketing Donut, 2019)
Even if your followers are interested in your product or service, they may be slow to take action, buying your coaching program, course or products.
Your followers need to know, like and trust you before they buy.
Getting followers onto your email list offers these perks:
Signing up to your email list is a powerful "micro-action", which increases their chances of taking the next step to become a paid client
Sending an email is a much more promising method of connecting, rather than posting to social, hoping they see it
Once on your list, you can send them through an automated funnel designed to answer any hesitations they may have about working with you
You can shower them with additional value, establishing yourself as an authority figure and building their trust
They get to have a glimpse at what it's like to work with you, so they can make an educated decision
You have a dedicated audience to whom you can launch new products/services and promos
You'll stay top-of-mind for those 3+ months your followers need before they buy
This strategic setup for delivering free content is a win-win you just can't ignore as a smart, strategic business owner
Step 2. Create an Opt-in Freebie
One of the first and most important pieces of free content to create for your wellness business is an "opt-in freebie".
An "opt-in freebie" is something irresistible that your viewers can only access by sharing their email address and "opting in" to your email list.
An opt-in freebie could be many things, including a free:
- Video Training
- Discount Code
Your freebie is also the bridge to get prospects from consuming your free content, to purchasing your product offerings.
You want your opt-in freebie to be positioned so that the natural next-step is to purchase your product offering.
To lead prospects to purchase your year-long online fitness program, you might create a 3-day fitness challenge as your opt-in freebie.
Think of your opt-in freebie as the queen of your free content.
It's the beacon that sits atop your free content "pyramid".
Since we've already clarified the desired outcome (to get prospects to opt-in to your email list), all other free content should funnel your audience to download your freebie.
Do you see how this is all coming together?
3 questions to ask yourself to be sure your free content will benefit your business in the long run:
Need Help Creating Your Opt-In Freebie?
Grab This FREE 10-Page Guide
The Ultimate List of
Opt-in Freebie Ideas
(For Wellness Pros)
- 36 Popular Freebies (quick-reference list)
- 3 Top Opt-In Freebie Mistakes (and how to fix them)
- 3 Opt-In Freebie Samples to Inspire You
- Top Visibility Tips (get more downloads, faster)
Plus, you'll receive a monthly free photo, occasional tips + special offers to help grow your wellness biz
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Step 3: Create A Simple Blog Post Series
Once you've got your opt-in freebie, your next step is to create a simple series of posts that you can share to your health or wellness blog.
Consider using these 25 wellness topic ideas to blog about
(Pssst... scroll to the bottom of that post to find a downloadable list of 100 wellness topic ideas to keep your content inspired.)
Creating this content will help boost your credibility and trust with your audience. Having a blog with relevant content will also boost your SEO rankings, helping the search engines to see you as an expert in the health and wellness industry which will benefit you long into the future.
Even if blogging isn't "your thing", I highly recommend you don't skip this step.
Writing some blog posts, doesn't mean you're "a blogger". Even if your main focus is to deliver content via a podcast, creating a blog post for each episode can majorly help with searchability.
Blog articles with images get 94% more views.
The statistics are in. Providing relevant photos throughout your blog post isn't just a recommendation; it's a must. Here's best place to find beautiful wellness photos for your blog.
Get access to 8,000+ Real and authentic stock photos and social graphics to grow your business.
Step 4: Upgrade Options
Now that you’ve created an opt-in freebie, along with a simple blog content series, it’s time to think about how you can turn your followers into buyers. To do this, you’ll want to offer upgrade options.
This upgrade option is something your followers will pay for in order to get further support from you.
They've already shown interest in your topic by opting-in to download your free content. Now it's up to you to deliver even more support and value via a paid product or service offering.
This entire step-by-step plan is designed to allow your followers to get a taste of what it's like to work with you (via your free content), while giving them the opportunity to take the next step and get further in-depth training or support by purchasing your product or service.
Here are a few ways to do that:
If your opt-in freebie was a mini training series? Invite them to upgrade to the full training.
If your opt-in freebie was a free recipe eBook? Invite them to your paid health coaching or fitness program.
If your opt-in freebie was a free yoga video, invite them to join your online full-access yoga membership.
The best way to create free content is by working backwards. First, get clear on your product/service offer. Then brainstorm which free content you can create to:
answer common questions
address objections your ideal clients have
help your viewers to understand why they should want your product/service
naturally lead viewers to take the next step and opt-in for your free or purchase your offer
Step 5: Get Social
Now that you've created a bunch of free awesome content to connect with your ideal customers, establish authority and build a meaningful relationship, it's time to spread the word!
The best place to start is on free social media platforms, like Instagram, Facebook and Pinterest.
You can do this by sharing bite-sized morsels of your blog posts into your social posts.
Look for ways to entice your followers to click your bio link to read your full blog post. Or - even better - opt-in to your email list directly in order to grab your value-packed freebie.
You know where to take it from there. 😉
Connecting your value-packed freebie opt-in in your bio link and sending them through a strategic sales funnel is one of the best ways to turn followers into buyers.
Once you've chosen the perfect social platform(s), you'll need beautiful photos that slow the scroll. Wellness Stock Shop is the best place to find all the royalty free wellness-inspired stock photos you need for Instagram and beyond.
The photos are strategically crafted to have a natural-looking finish that's perfect for all social platforms.
Plus, since all the photos are created by one photographer - me! - they all fit seamlessly together. So you'll never struggle to design a beautifully cohesive Instagram feed.
A great place to start is with these beautiful photo bundles.
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