How do you build a list of subscribers to your Film or Web Series e-mail newsletter or group? The truth is, the proper construction of an email list can make or break the film. Building a list for a film or web series isn’t the same as building a list for an e-book or service. You are not providing a product or service. You are providing entertainment. You are not looking for customers as much as you are looking for fans.
Fans are different from customers. Fans are fanatical by nature. Fans will stick with you beyond your mistakes and blunders. Fans will talk about your film on the Internet, to their friends, and to their families. Fans will forward your emails. They will happily spread the word.
Chances are, web users aren’t necessarily looking for your film (at first), so you have to:
- convert people who stumble upon your site into fans
- find people who might be interested in your entertainment and direct them to your site where you’ll convert them into fans.
Email List Basics
Most e-mail management services provide an HTML code for a subscription form. You simply paste the code into your web page or blog. Wordpress has widgets and plugins that allow you to collect names and email address. For more information on Wordpress Plugins go here: http://wordpress.org/extend/
If you are technically unsound the simplest way to collect email address is to setup a separate email account under your domain name then add the link to every web page not just the contact page. Proceed the link with a line that reads something like this: To join my email group or to ask a question, email me here.
- Placement. Include the HTML form code, email link or widget prominently on your homepage. Visitors should see the link without having to scroll down (above the fold). It helps if graphics, placement, color, typeface draws the eye to the form. Using an intriguing, provocative, or eye-catching visual or photo from your film will help draw attention to the subscription form.
- Alternate. Put a subscription form code on every webpage, but in various ways. Alternate between the widget, HTML form code and link. If you have articles that compel the reader to take action, place the code at the end of the article.
- Incentivize. Provide value in the form of free things, contests and reports. Everyone wants something for free, do this and you’ll spend less time trying to sell visitors on the benefits of subscribing. Chances are you have lots of goodies, props, pictures, posters, and swag left over from your film. Give this stuff away in exchange for a name and an email address. Also, offer insider information on screenings, distribution updates and upcoming projects to your subscribers and no one else. When subscribers feel privileged and special they’ll share with their friends.
While good, these methods are passive, meaning you are waiting for someone to find you and your film’s web site. Hopefully you’ve incorporated some very basic search engine optimization methods on your website for those people finding you through Google and other search engines.
However, if you’re like me you want to take an aggressive approach to building your list. That means locating people who don’t know about your film — people who fit the fan profile of your film. This is simultaneously a simple and difficult thing to do because it requires you to think like a fan, not a filmmaker.
One extremely important point to keep in mind is: your film is not for everyone. I’ve cringed when I’ve spoken to filmmakers and producers and heard them say, “Everyone is going to want to watch this film,” or “This film is made for everyone.” That’s deluded thinking. People and their likes/dislikes are as individual and diverse as the world itself. No film in the history of filmmaking has been all things to all people. Case in point: the Harry Potter films have grossed over a few billion dollars, yet my four children and I have not seen any of the films. When I tell folks I haven’t seen Harry Potter films they’re amazed, but the simple fact is, it’s not for me. Action films draw an audience of action film lovers. Thrillers draw a different audience. Horror draws another audience. Sure, some of the audiences overlap, but as you’re building your list you shouldn’t count on everyone being a fan. That’s just unintelligent thinking.
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Find your niche. Here’s where most “how to” information pisses me off. In every book I’ve read, every article I’ve skimmed, every interview I’ve watched someone has said, you must find your niche audience. The problem is, they never tell you how to find that audience. There are many ways to do so, but it you don’t know you simply don’t know, and having someone tell you to find that audience is frustrating.
Before I get into the discussion of finding your film’s niche audience, I’m going to tell you who not to devote too much time recruiting for your subscriber fan base: other filmmakers. While it is prudent to seek partnerships with other filmmakers for a variety of reasons, it is a waste of time trying to sell another filmmaker on the benefits of subscribing to your email list. If they see value in subscribing they will do it automatically, with little to no effort from you. However, most will be in the same boat as you: trying to sell their film. I follow filmmakers from the U.S. to the U.K. to Japan, because I find value in watching and learning from them. Other than a general hope that they succeed or an interest in the film itself (I am a fan) I have no interest in their subscriber based newsletter. You want to find an audience interested in the entertainment you will provide.
So how do you find a niche audience for your film? One way is to compare your film to other movies and/or television shows. Then, ask yourself a series of questions. What movies are similar? What TV shows are similar? Who watches these shows? Where do these folks play online? What groups are they members of? What are their hobbies? Where can you find demographic information on these people?
For example, my upcoming web series, “Resurrection of Serious Rogers” which is an action/thriller, follows a TV procedural format. Shows like CSI, Law & Order and Burn Notice come to mind. I can find people who watch these shows online easily. There are many groups associated with these programs. There is also an action-thriller element, so movies like The Usual Suspects, Gloria, The Professional, Bourne Supremacy also come to mind. And since my series is also very provocative, movies like Basic Instinct and Wild Things come to mind. A quick search on Google and Yahoo Groups or a visit to IMDB Message boards and my audience is right there.
If my series was a comedy I’d compare it to similar comedies in theaters, on DVD or sitcoms.
In the screenshot above I found not only group pages online about dedicated fans of Law & Order, but I found news articles where I could post a comment and reference my web series.
When I searched for “action thriller web series” on Yahoo I found references to my series, “Resurrection of Serious Rogers” and references to the TV show 24 (Kiefer Sutherland) and a Sundance Channel web series called The Captive. I plan to search for more info on this series online and see what groups are associated with it.
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As you can see, the possibilities are endless. There are many direct and indirect connections. They’re not hard to find once you know how to look for them.
Moreover, these are domestic results (U.S. only). You can tap into Google or Yahoo in the UK, Australia, Germany, etc and run the same search for different results. My search for “action thriller web series” on Google.co.uk netted some interesting results, namely the web series PINK-the Series on WebTVHub.com and an interesting link to a question on uk.answers.yahoo.com which asked, “What good action/thriller film can I watch this weekend.” The questions presents a perfect opportunity to pitch my web series.
An hour of searching each day will net great results that will grow your email list. And you can run the search on Google, Yahoo, Twitter, Myspace, and Facebook. But remember, each group must be approached differently. For example:
People who watch Law & Order/CSI are generally 35 and older. I have to approach them differently than I would to fans of, say, Live Free or Die Hard fans whose base is deepest in the 18-25 range. As an aside, fans of L&O are often Dick Wolf fans as well. I should definitely find his fans online and see what they’re watching.
When your film or episode is ready to launch keep your subscribers happy by posting a special advance notice to them before announcing it on the website.
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Another way to build your list is to become a regular visitor to well-known film blogs …and leave comments often. Choose 10 well publicized, well-traveled blogs, subscribe via an RSS feeder and check them daily. When you respond leave your name, email address and website address. If the comment section doesn’t allow hyperlinks add your url as text (i.e. AngeloBell.com). This is a smart SEO trick and if promotes awareness of your project. Be intelligent in your comment and add something useful instead of just ranting or disagreeing. It’s a good idea to reference a website or link completely unrelated to you as well as your film/series information.
But remember, your main homepage must do the conversion. People who find your site must ultimately find value in subscribing to your email list. Pictures, intelligent information and useful resources help distinguish you from typical Internet noisemakers.
