Why Consultants & Coaches Need An Email Marketing Plan

he Perfect Email Marketing Plan For Coaches & Consultants

The amount of consultants and coaches in all areas of business through to life, sports and fitness coaching who haven’t implemented a simple, yet effective email marketing plan really surprises me.

Why does it surprise me?

The sheer competitiveness of business in general, no matter what area, industry or niche market you choose to go in to, needs to have an edge.

And that edge is creating a list of prospects, a list of purchasers and then resupplying new information to them on a regular basis so they refer to others and buy more often.

Let me ask you this… How many of you are sitting there now wanting to get MORE new clients?

What if I was to tell you that your new clients are in your existing clients?

Would that shock you?… Probably not, but still, how many of you are actively interacting and tracking how your existing clients purchase, re-purchase and refer to you?

So How Does An Email Marketing Plan Fit Into This Equation and WHY Is Having One So Darn Important?

Well, with the few tips below, you’re going to see how you can set yourself up, stay in touch with and track the overall progress of all your clients and prospects from a simple to implement and use email marketing plan. Now this plan is only one part to a hopefully larger internet marketing plan that you’re looking at systemizing, but this in my opinion is the MOST important one to have as businesses are built on your relationship indirectly and directly with your lists.

If you don’t have a list, then you’re just relying on plain old fashioned luck, and maybe that works wonders for you, but “What If” you now GOT SERIOUS about your business and begun to really look at this “List Building” thing everyone is talking about?

The 3 Simple Steps to An Effective Email Marketing Plan

1. The very first thing you need to do is invest a small amount of money each month into a reliable email marketing tool… I have used, recommended, installed and helped hundreds of businesses implemnet the use of an email marketing platform called Aweber. It’s simple, affordable and plain and simple it’s effective and once you’re setup (about 30 minutes) you write your email series and allow it to do the work.

So first up, go and subscribe to the $1 Trial at Aweber right here.

2. Now you need to setup the basic details of your new tool… Just login and follow the steps it takes you through, you really cannot go wrong if you just follow the steps as their presented, remember that you ONLY need to do this once and once it’s setup you’re all clear, so make sure you do this right.

Here’s a little tip, ensure that you have set it up right by first sending an email test to yourself when before you send any emails to live clients.

3. Workout WHAT you want to say to your prospects and also to your clients and keep them on separate lists… You have two missions, the first being what you’re going to say in a series of 21 emails to your clients.

TWENTY ONE emails!!!… I hear you declare?…

Yes, it’s a fair bit of work, but science and testing has proven the the standard 5 to 7 emails to follow up is “Just-Not-Enough” and you need at least (LEAST… 21 email messages), to begin testing your conversion rates. At some point in this process of your new email marketing plan, you will see a general email which converts existing clients into repeat buyers (for your existing clients list, and new prospects into first time buyers, for your prospects list).

So all up you HAVE TO DO SOME WORK, if you don’ t have time, hire someone within your company to do it, or get a good writer who KNOWS what they’re doing when it comes to writing great email follow-ups that convert into a favorable action… i.e. a referral, a phone call, a new sale or a repeat sale.

This should become your mantra from now on, if my internet and email marketing plan aren’t getting me a referral, a phone call, a new sale or a repeat sale then I’m NOT doing it right.

And it all begins with being SPECIFIC to what it is you do, so specific that you often have to dig deep into the top problems (quite often more that the common 7 issues) that your exact target client has, because quite often their plagued with many problems in the area you specialize in as a consultant or coach and you need to address each one separately.

This takes time, but I GUARANTEE you, if you do this right, use the tools in your Aweber email marketing platform, so you can see how many receive your emails, how many open them, and how many (MOST IMPORTANTLY) click on your links to do an action, you will over time improve your conversion rates.

One client of mine took 3 years to get a conversion rate from 0.4% to 6.3% with their email marketing, but this was a significant increase in sales each month, in the end do you think they cared about all the hard work and late nights they spent working this thing out?

NO WAY… All they focused on was the end result, which was an increase in profits of at least 5 times what they were initially making, they were over the moon and are now tracking EVERYTHING, both online and off.

ACTION STEP: Get your email marketing platform now, set it up and make a start on entering your 21 emails for your prospective clients, and also your existing clients (start with your existing clients list). Once you’ve done this, put the form on a page with the title of your email series and actually call your clients up and talk to them about this new series of emails you’ve setup to help them. Make sure on this phone call you tell them the webpage with this form on it, and you have them go there with you on the phone to subscribe and confirm their email so you make sure they get it.

A lot of success with online marketing, is by doing a lot of offline actions as well, there’s simply no EASY WAY to make this work without good ol’ fashioned hard work to get it started.

How To Get Started With Effective Business Email Marketing In 2013 – Part 1

Effective Business Email Marketing in 2013 – How To Do It RIGHT!

This is the year of business email marketing resolutions. Like any new years resolution, we need to include and weigh up all of our goals for life, love and business. And what should be part of our business goals is “BETTER business email marketing results”.

Many of our readers and clients that I deal with struggle with getting their business email marketing. They start of really enthusiastically and slowly over time retire back to the good old ways of “non-effectiveness” because it’s not as simple as they’d like it to be, or it takes too much time.

No matter where you start with growing your email marketing lists and the goals you initially wanted to achieve, whether gaining a high click through rate, have a very good open rate from your prospects and clients, or just staying in touch with existing subscribers more often. This year is a new year and we’ll show you the SIMPLE STEPS to get started and stay started so you see results with your business email marketing.

We have a 3-part series that we’ve created here and this is the first of them, we’re going to cover how to ensure that you stay on top of your email marketing goals first and stay in touch with your prospects and existing clients as often as you’d like, without the hassle.

Are You Just Getting Started With Your Business Email Marketing Plan?

Think of this scenario: You have your new and improved website for 2013 all done and ready to launch. On it you have a wonderful subscription form on the homepage, highly visible at the top of the page and are very excited to see new people coming to your site. And you’re even more happy about the amount of people subscribing to the highly targeted information you’re giving them through this free opt-in form (so are they). You make the plan to email these subscribers regularly to keep them coming back and staying engaged with you. However as days turn into weeks and you “STILL-HAVEN’T-EMAILED” any of them yet, you find that they lose interest and you LOSE BUSINESS!

What is the answer to this?

The solution is what’s known as an autorespoder, or a follow up business email marketing system.

And the most effective way to use these inexpensive email marketing platforms is to set them up with regular automated emails, which you can sit down once and create them all and then let the program work it’s magic, tracking and testing every email you send out and giving you vital feedback on the results so you can tweak and improve the process (and hence get more results which equals more profit).

You’ll start by creating a handful of say 7 to 21 emails (7 at the least) which you pre-write and load into the email marketing templates that your autoresponder system offers you, many of these systems offer very nice templates with Aweber being at the absolute top of the tree. Start by sending out an instant welcome message instantly, when a new subscriber enters their details into your form, then you could set the second message to go out on day 2, the third message a couple of days later and so on… Spreading out the intervals between emails to weekly or bi-weekly over time (and you can make as many of these messages as you wish).

Tests have proven that the more of these messages you have the better and if you haven’t read our last blog post on “Having The Perfect Email Marketing Plan” go and do this now for more information there.

Below are some business email marketing examples of real companies that have great success with using a perfect email marketing plan:

  • Hockey Strong’s follow up campaign outperforms their newsletters
  • The University of Sussex started a successful follow up series for new students
  • Hawaiian Isles shares 27 helpful emails over a month

How Does Effective Email Business Marketing Help Business Blogs?

If you’re a regular business blogger and write posts for your blog on a regular basis, then you know how difficult it can be to finish writing your new business blog article and then have to write a summary of that article to send out to your subscribers.

This is where using Aweber’s “email your blog posts automatically” feature is incredibly powerful. Most of the top business email marketing platforms out there allow you to set the amount of blog posts you write, before sending them out in a succinct, newsletter style email automatically to your subscribers. For example, in Aweber, if you choose to send out an email when you write 5 blog posts, then on your fifth blog post, and email with go out to your chosen list with the last 5 blog posts in it, and this is a GREAT time saver.

You could use this feature for multiple lists and segregate readers who are prospects and haven’t bought anything on one blog, and then after they buy, have blogs that have special “Client Information” on them and set both to send out automatically. Yes, Aweber also has an excellent prospect list to client list which can be fully automated, I haven’t seen this level of automation on other email marketing platforms in it’s class, except higher priced ones like 1Shoppingcart which is exceptionally good, and it’s not just an email marketing platform it has a truck load of great e-commerce options in it’s plans also.

And if you ever get stuck for content, a GREAT way to bring your business and blog the authority it needs is to have guest authors write for your blog and even interviewing them and posting the audio / video if they’re local. There is a correct way to do the invites for these guest authors and other bloggers to write and link to your site, so see this post by Derek Halpern at Social Triggers on “How to Persuade People to Help Or Link To You” and be sure to subscribe to his blog, he has an exceptional understanding of online influence when blogging.

What If You Can’t Find The Time To Do Business Email Marketing Ongoingly?

This is WHY we implement the email marketing platforms such as Aweber, iContact, 1shoppingcart etc…

You need to have some discipline to make a chunk of time, whether it be 3 hours, a day, or a week to do nothing but creating your autoresponder list for the “ENTIRE YEAR” and if you do this early in the new year (January is great) then you’re set to go and not have to worry about those darn email messages ever again.

Really, it won’t take you all that long if you just start, and track your time with a tool if you need to see how productive you are, use a tool like Rescue Time or use Google Calendar, these will help you stop wasting time as readily and really get into the swing of effective business email marketing in 2013.

In Part-2 of Effective Business Email Marketing we’re going to talk about growing your list and stopping signups from becoming stagnant so you get more signups and more business more often.

Start Your Effective Business Email Marketing Campaign In 2013 – Part 2

Part 2 of Starting Your Effective Business Email Marketing Strategy This Year…

In Part 1 of creating your effective business email marketing program, we discussed how to get started, how to conquer the “I Don’t Have Time” parody and also how to persuade more people to sign-up to your email marketing campaign and hence get more business and prospects.

In this post we’re going to look deeper at growth rates of your email marketing system. Once you get your email marketing form on your homepage (somewhere that really stands out and people can SEE it… Like at the top of your homepage, is the obvious and SUGGESTED place for best results), you need to get results by TESTING it.

But lets say you have done all this and still, your results are flat lining with subscribers and your results looks like this…

Now, while your thinking that this doesn’t look good, the positive is, that a flat email subscription rate, is way better than a declining one where people are unsubscribing faster that you can get them in.

However, every new business wants to see growth and here’s some ideas that you can double check to ensure that you have the best chances of email marketing growth in 2013.

Effective Business Email Strategy 1 – Check Your Subscription Forms

The very first thing you need to check ASAP (in January before the year gets away from you) is your process for online subscribers. You can gain access to this via many good business email marketing programs and they look similar to this…

So you need to really place your attention to the amount of first time (unique views) who are coming to your website for the first time and then seeing your form, going WOW… “I NEED this offer” and giving you their details, it’s great when you can see this number growing as your form is working somewhat well. In the image above this number is the S/UD column.

While the total displays is the amount of people who have seen your form for the first time and also kept re-visiting your website (which by the way is a great thing and why you need an informative blog).

On average, from thousands of tests which I’ve observed, most conversion rates are low, usually around the 1% to 3% mark. 3% to 5% is good and if you’re above 10% then you’re going great guns and have a PROVEN process, if not, stick with me here and I’ll walk you how to IMPROVE your subscription conversion rates.

Improving Your Email Marketing Subscription Rates

You need to (without a doubt) be split testing your subscription forms. When you run split tests (which are available in Aweber, which I use and believe to be the optimum solution for this) you will find out many important things.

Some of the things you can split test in forms are:

1. The heading or offer you are giving
2. The color of the forms and text color (Dark Red always seems to do well with tests)
3. The position of your form, is it visible at the top of your page (and at the bottom of every blog post)
4. How many fields are you offering (often just asking for an email gets higher opt-in, than a name and email for example, the trade off is the less qualified the prospects are, so test a form with only an email, and one with name, email and phone etc).

Testing all the possible pain points will give you a great start to having your form achieve the highest possible potential.

Here is a free downloadable guide to split testing for business email marketing, which helps simplify this process for you.

What do you do if your conversion rates are high, but the amount of new subscribers are low?…

So by now you know your subscription form is doing it’s job… If only people could find it, they would subscribe!

To correct this you can try the following…

1. One of the best things you can do to get the form in front of existing and new visitors eyes is, add a “POP UP” version of the form (even if you hate pop ups, use this method as it works see the test results here). You can modify the settings of how often the form will display per person, for example, every time they visit or every x number of days.

2. You can also test where you place your form. For example, if it’s been at the bottom of your pages, move it towards the top and above the fold if possible (this is recommended for best results). If you have had your form on a separate “Newsletter” page or on your “Contact Us” page, then try also moving it / copying it to your homepage and the bottom of each of your blog posts if you want more subscribers.

3. Add your form to as many pages as you can in as visible of an area as possible. Also, try and design your form as visible as possible, Aweber, has excellent design tools and templates to make this VERY easy (easier than any other form builder I believe, and I’ve used the majority of them).

The ONE THING you need to take away from this and really take in, is split testing in not a one-time thing, you need to continually tweak, test and measure your results. Then make regular monthly, weekly or daily times to look and analyze your stats and makes changes accordingly, you’ll never stop learning with this process.

A word of warning however… With your split testing, only change one thing at a time unless you have a very complex split testing software, because you need to know if something works and causes a surge of signups or stops them all together and it can quite literally be like that. Change one word or one colour on a form and things stop, change it back and they work, who knows why and quite frankly who cares as long as you can improve on it and get those results back if the whole thing stops.

Your sign up process and form is a major role of your website and businesses growth, but it’s not the only thing…

2. Optimize All Growth Opportunities

You cannot leave your local and off-line efforts out in the cold either. The online environment is often referred to as “perfect for testing offline offers”, because you can very quickly split-test offers, forms and products online much faster than locally.

Then as soon as you have a great online offer, begin to look at your local and off-line efforts and really capitalize on them.

You could create local sign-up sheets like this:

 

Or you could create a voucher offer after they sign-up like this one:

You could even checkout the social apps available and use your iPad to bring in new leads:

So, you can use the above ideas for a local shop or permanent residence, as well as if you’re a traveling representative for your own business, or a business which you work for. The offline idea of collecting subscribers is extremely powerful, and is how I collected well over 1,000 leads in my local area of Newcastle, NSW, Australia.

My strategy was to go to local business networking events, and have an offer for people on my business cards, an offer that allowed them to have a complimentary consult with me for 20 minutes worth $50. In that consult, they would need to give me their details and we would swap cards and information so I could get back to them. I would always “OVER-DELIVER” on my first consult with the information I gave and this did two things…

1. It blew the competitors clean out of the water, as I was giving away information that was costing thousands of dollars in consulting fee’s which competitors weren’t game not to charge for.

2. More IMPORTANTLY however, was the amount of information allowed me to really BOND with my prospects and “STAND OUT” as someone who CARED (and I sincerely did), and most importantly leaving them “WANTING MORE”.

So when I asked them, would you like me to give you more information on this topic and stay in touch with “X” via email, they would indeed reply with a resounding “YES”.

I would then say to them, before I can send you your future tips, lets subscribe now, I have a system that only lets me send my most important information to you “AFTER” you subscribe and confirm you have allowed it, then I would whip out my iPad and say the magic words… “Lets Do This Now” so you can receive these emails from me (as it’s incredibly important to you to only add people who request you add them to your follow up list).

They never balked at this idea… Not once!

3. Finish Up with Social Media Subscribers

There well over half of all America which have a social profile of some kind. And it’s for this reason alone that many businesses KNOW they need to be on social media also. And they are getting with the program: 94% of all businesses which have a marketing team are using social media.

And now even the small and micro-businesses who don’t have marketing teams are using social media and outsourcing their weaknesses to solve the social media puzzle permanently and effectively.

You need to pay close attention to the social media, “prospect signup” areas, as they are incredibly powerful to gaining a massive audience and following, if you do it right. For example you can:

1. By placing a form on Facebook (and most email service providers will allow you to add a form on your Facebook page tabs. Another very useful way is to use an app like GroSocial, so you can easily setup your customized tabs, and one in particular focuses on turning “Likes” from your Facebook page, into subscribers (see a live example of this, by clicking “Like” on my facebook page: www.Facebook.com/AdamPriceCountryMusic to see how I’ve used Aweber to do this).

2. Use Pinterest to display and create “gated” content. Some very savvy Pinterest users have created a lead funnel, where they have pinned content (articles, videos, craft, photos, videos etc) taking their new followers to a page to subscribe which requires them to sign-up to get that content. Now this is VERY clever, but always remember that you need to give instant access to what you promised, or you will risk losing your new followers forever.

3. Mention your subscribe pages by commenting about them on Twitter. But there is a technique about doing this, only talk about the VALUE they’ll be receiving, don’t just blatantly ask straight out or you may not see many subscribers at all. You really need to sell “FREE” these day by giving them important reasons to STOP what they’re doing now and subscribe.

If you push out your email marketing campaign to all your social followers on regular intervals throughout the year, you will begin to see a trend of more subscribers.If you wish to know more ways to collect subscriber info, then you can tap into many apps specifically for this, for shopping carts, CRMs, social media campaigns etc. which will work with most email marketing services. If you’re looking to use Aweber (highly recommended) then see what variables you have here to choose from.

What’s Next In Part 3?

We’ll be improving your messages so that people will actually read them, click on the links and what you can do to really improve the process and increase conversions.

Be sure to subscribe to my RSS here so that you can be automatically posted when this new post becomes available.

And if you like this post, please share it socially by clicking the “Share” button below and also get in touch with me on my “Contact Us” page and leave me questions, feedback and your greatest internet marketing challenge via the form there and I’ll answer it in up coming posts.

The Single Most Easy Email Marketing Tool For Small Businesses!

There are only 24 hours in a day, and if you enjoy spending some of that time sleeping, it could get discouraging and nerve-racking for small company owners to find the time to have every little job that needs doing completed.

However numerous small company owners out there are succeeding with email marketing. They’re able to do it all by striving (naturally), but likewise by using the devices they have in smart ways.

Take Stan and John. Two entrepreneurs who merged their blog with their email advertising and marketing to expand their viewers and keep clients interested.
Blog Site Broadcasts: The Time-Saving Device You’ll Thoroughly Enjoy Using

Using a blog RSS to Newsletter broadcast will take material from your blog and automatically produce that content in an email e-newsletter.
How it does this is by examining your blog site’s RSS feed. The blog broadcast tool will select a new post and create an email message for it each time you write a brand-new post. You can establish your message to send out at a certain time or after a particular number of blog posts.

You can easily select a professionally designed template for your article to also. The RSS variables will instantly take your article, and you can also establish your very own text in the layout that will remain there till you modify it.

Stan’s Story: Creating a Following

Stan Horst owns Log Cabin Creekwood in Virginia. He provides posts on his website about regional tourist attractions to promote people to reserve among his cabins.

When asked what his email marketing targets were, Stan said: “To create a listing of devoted readers to whom we can easily keep linked to, so that when they think about a holiday, they think about us.” Because many people enjoy the excellent outdoor weather in warmer months, Stan additionally wishes to boost company sales during the slower off-season times of the year.

So, Stan started to work on setting up a blog site and broadcast program.

Now, what he added to his website to make it so successful…

… which is sent to people subscribing to his email newsletter:

And the results are turning out terrific. “It has enabled me to have routine (and automatic) follow-ups with customers and guests, without the effort needed to compose a newsletter from the ground up,” states Stan. “The most effective part is it is a one-time configuration.”.

John’s Tale: Growing Revenues

John Brand owns Buckaroo Leather, a leather upholstery tack shop. He has big ideas and sales strategies to enhance his revenues and internet existence in 2013 … and the blog program is the tool to help him reach his goals.

The Buckaroo Natural leather blog site lets visitors see what’s brand-new and exactly what’s on special. The blog site is a superb place to share this information; blog sites are typically the gateways to more in-depth information based sites.

This is how the Buckaroo Leather site appears online:

 

And below is what newsletter subscribers receive:

Why does John enjoy this feature so much? “It enables us to correspond with a sizable number of people with extremely little input in a constant and speedy manner, sending updates, specials and our interesting e-newsletter.”.

He also loved how simple this professional tool was to make use of. “We like the capability to quickly decide on a design template and then just fill in the blanks, with no creativity called for. Just discover a highly-creative and professionally made layout you like and you are done,” says John. “On top of this I also like the capacity to publish new blog posts directly and automatically to my various social networks media outlets.”.

Wrapping-Up: Exactly How Can Blog Broadcasts Help You?

Based on Stan and John’s positive experiences above, this is what we’ve discovered concerning blog broadcasting advantages for company owners:.

1. It’s an effortless tool to make use of.
2. It keeps customers and prospects engaged.
3. It conserves your valuable time.
4. It helps grow your following.
5. Use of professional templates make it drop-dead simple and look fantastic.

We hope you’ve gotten something out of this post and that you go ahead now and get started with automating your blog posts to newsletters for better productivity and increased sales.

Feel free also to post your comments on what’s processes are working for you currently, and also any questions you might have on this process of business development and we’ll address them in up coming blog posts.

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