Email. You love it when a new client replies back their interest in your services. You hate it when another daily deluge of questions, sales attempts, and spammy email hits our inbox.
Despite your love-hate relationship with the now decades old form of communication, why is 2015 the perfect time to craft and perfect an email marketing campaign for your consulting business?
To fully understand why email marketing is one of the best things you can do to gain market share within your consulting niche, let’s define what we’re talking about by looking at your own email habits.
Firstly, we aren’t talking about “spam email” or “junk email” that litters your email inbox. We’re talking about email that you’ve been interested in at one time or another and decided that you wanted more emails from that company or individual. Because you’re interested, you’ve opted into their email list.
Secondly, other than client or prospect email, I would dare to guess that most of the email you receive actually comes from services or brands that you’ve opted into in the past and have read or have yet to read.
This is important to realize since the majority of individuals who have not mastered inbox-zero status, keep hold of at least a few marketing emails and haven’t trashed, opted-out, or marked those emails as spam just yet.
With these facts in mind, you can see that email marketing is worth a shot for your own consulting practice. If you’re not convinced yet, then let’s look at some statistics.
Social media has been the media darling of the past few years because of its audience size and ease of use via 140 characters or with a compelling image. Facebook, for example, has 1 billion followers worldwide. That’s a large audience to target. Who can argue with that?
We can argue quite easily with that statement, especially if you’re in the consulting business to gain clients and make a profit. Even though Facebook and Twitter has billions of users, email marketing has a 4300% greater ROI than social media in converting customers.
Think about that the next time you’re wondering what to do with all of your prospects and fans floating around aimlessly in your social media channels.
It quickly becomes a no-brainer why your consulting business needs to hedge your bets on an effective email campaign.
I’m not telling you to ditch all other forms of marketing. Rather, integrate email marketing into your existing online marketing plans by using social media, videos, podcasting and blogging, to create a United Front Strategy for your consulting business.
The United Front Strategy is how I saved other businesses by bringing hungry customers to their website doorstep via email marketing.
Here’s the first part of the United Front Strategy:
- Every online marketing campaign starts and ends with excellent content. An 800 to 1500 word blog post is a good start
- Take that well written content and post it on your website blog. This is your money website that you own and where all transactions convert to paying customers
- Convert that blog post to a podcast by reading it into a recording app. Get someone on fivver.com to create a compelling audio introduction for your podcast
- Place that blog content into a PDF document for download from your blog
- Create a video of your post by creating an AV Keynote or Powerpoint presentation and recording yourself on your computer using Camtasia or Screenflow.
- Take your content and appropriately post it on social media platforms such as Twitter, Google + and Facebook
As you can tell, we haven’t incorporated email marketing yet because the UFS process requires relevant content and an established social media presence and a website from which to forward consulting prospects.
The second half of the United Front Strategy:
- Use an Email Autoresponder program such as Aweber or Get Response to launch your email campaigns
- Create opt-in forms on your money site using services such as Leadpages or Instapage
- When you lead prospects from your blog, podcast or social media accounts to your website, compel your readers to exchange their email for valuable content that you’ve created. This can be one of the more valuable pieces of content in the first half of the UFS process that you can save exclusively for opt-in prospects
- Continue the email marketing process with weekly broadcast excerpts from your blog posts, compelling them to go back to your website
- Be sure to give more than is expected. Every 5th email broadcast, offer some education along with an upgrade to your paid services
The UFS campaign is just one of several possible email marketing strategies to convert prospects to customers, but as you can see, it can create the appearance of you being everywhere at once. This works well as a daily or bi-weekly online marketing process, by adding additional email marketing tactics to your overall strategy of educational content and conversions through your website.