Groups are specialized list fields that correspond to fields on your signup forms. They let you ask your contacts to self-categorize with preset responses that you provide. For example, a garden shop might ask their contacts what best describes them: a gardener, landscaper, or indoor plant enthusiast. After contacts self-select their interests, you can create internal tags based on group data, or send email campaigns to a segment containing one group, a few groups, or all of them.
You could have an ad or post on Facebook, a pay-per-click ad, a banner ad, a video on YouTube…. Whatever it is, you’ll have a compelling message that, hopefully, convinces the prospect to click your link to get more information. It often helps to include a limited-time offer of some sort, to create urgency. You should include a link on whatever type of ad you use.

“Developing the right relationships with the right people is the long game. This is how legacies are made and preserved. The new album that is suddenly everywhere and being talked about by everyone? This doesn’t just happen—it’s the result of assiduously courting the right influencers, and maybe having brought on a producer who already had those relationships.”
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