About Channel 41
For most businesses, the lifelong value of a customer is much higher than that first purchase. It can be ten times higher and even more. Creating an experience just for existing customers will make them feel valued, and shows that you are in service of their needs.
When someone makes a purchase from you, collect their contact information and email address so that you can reach out to them directly. Email Marketing is still very effective if you are being strategic, relevant, and don’t over-use it. Often businesses will offer a discount through the use of a code that they send via email. Usually the sales page presented through an email is the same that the new customer uses. There are technical reasons for this. A website might be set up so that there is just one sales page for a particular product.
However, you might want to have a sales/lead page that people find on their own by visiting your website, that is different than the lead page you show to your already existing customers. Your existing customers will expect that you already know something about them, and that you recognize them.
Channel 41 Superstar: The Hivery |
| www.thehivery.com
Founder: Grace Kraaijvanger Overview: The Hivery is a community of womxn that met in person before COVID, but since has expanded to virtual, pop-ups, and retreats. It’s still hard to not get emotional when thinking about or talking about The Hivery, which was a stunningly gorgeous co-working space in downtown Mill Valley, CA and at a new location actually out over the Bay in San Francisco. COVID made it impossible to keep the spaces open, and they had to be abandoned. It was such a painful loss for everyone. It felt like COVID had won. The first time I walked into the Hivery, the words that came to me were, “This is for us?” It was so gorgeous, bright, full of positivity, and the ambiance and women milling about made you feel that absolutely anything was possible. The Hivery is and was the brainchild of Grace Kraaijvanger, who truly embodies the idea of “community”. She lives the belief that we are stronger together. She speaks to her community as though we are lifelong friends. The inclusivity that she shows is what has held her business together during a very difficult time, and what turns her members into advocates over and over again. The Hivery is a membership-based business, which means that there are benefits to paying members. She uses Kajabi to manage membership and event tickets. Kajabi allows more than one sales page per event. She can have one sales page for existing members, with a special member price and messaging, and another page for nonmembers. Below is the text from an email that she sent out to the community. When you click on the “Hivery Incubator” link, you are taken to a page that gives you an option of viewing the event as a member, or as a nonmember. Below is a screenshot of the sales page for existing members. Her email: Screenshot of the members only sales page: |