Latest / Imperfect Marketing / 223: From Subscribers to Clients: Nurturing Leads with Email with Host Kendra Corman

Transcript

223: From Subscribers to Clients: Nurturing Leads with Email with Host Kendra Corman · Imperfect Marketing

• 0:29
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:32
  Speaker 1: I'm your host, kendra Korman, and today we are diving into one of the most important aspects of email marketing, and that is turning subscribers into clients, which is hugely important because otherwise, why would we be wasting our time?
• 0:45
  Speaker 1: So we're gonna talk a little bit about nurturing needs effectively with email marketing and since I know that's why you're here, let's go ahead and get started.
• 0:52
  Speaker 1: I want to start with talking about the subscriber journey.
• 0:56
  Speaker 1: The journey has three main stages right Awareness, consideration, conversion.
• 1:01
  Speaker 1: At each stage it's essential or critical, crucial whatever word you want to use there to nurture your leads, to build trust and guide them towards becoming paying customers.
• 1:12
  Speaker 1: Goals to move them from each stage, providing the right content at the right time.
• 1:17
  Speaker 1: Now the length of this journey through the marketing funnel customer journey, whatever you want to talk about a lot of times depends on the price of your product, how urgent the issue is that you're going to solve for them, because think about it like the buying process for Snickers and the checkout line is a lot quicker than the process of buying a digital course, for example.
• 1:39
  Speaker 1: That might be two $3,000 or a $10,000 coaching package, whatever that happens to be.
• 1:45
  Speaker 1: So let's jump in to how you nurture them through this, this, these phases, okay.
• 1:53
  Speaker 1: So we start with awareness, so they're aware of you, they join your email list and we start with a welcome series.
• 2:00
  Speaker 1: First impressions matter.
• 2:02
  Speaker 1: That's why a strong welcome series is essential.
• 2:05
  Speaker 1: So I want to give you a breakdown of an example of an effective welcome series.
• 2:09
  Speaker 1: First off, email one introduction and thank you.
• 2:12
  Speaker 1: I want you to welcome your new subscribers, introduce your brand, but not in a way that is all about you.
• 2:19
  Speaker 1: It's got to be all about them.
• 2:20
  Speaker 1: I want you to think hard here.
• 2:22
  Speaker 1: Think about them.
• 2:23
  Speaker 1: What do they need?
• 2:24
  Speaker 1: How do you solve it?
• 2:26
  Speaker 1: How often will you be in contact with them?
• 2:28
  Speaker 1: Things like that.
• 2:29
  Speaker 1: So an example would be like hey, first name, but thanks for whatever they did and signed up for.
• 2:36
  Speaker 1: Here's what you asked for and here's how I can help you Right.
• 2:40
  Speaker 1: Or do you feel X, y or Z?
• 2:44
  Speaker 1: Well, if you do, I've been there.
• 2:46
  Speaker 1: Here's my product B that could help you with that.
• 2:50
  Speaker 1: Or just even just give it to them and say here for more resources, click over here.
• 2:57
  Speaker 1: Email two delivers value.
• 2:59
  Speaker 1: Okay, you want to think about a valuable resource, additional insights as a thank you for joining us.
• 3:06
  Speaker 1: Here's an additional free guide to improving your whatever that specific service related topic is.
• 3:11
  Speaker 1: I hope you find it helpful type thing.
• 3:13
  Speaker 1: Then you want to build trust.
• 3:16
  Speaker 1: Share testimonials.
• 3:18
  Speaker 1: Success stories from past clients show them that they're not alone.
• 3:22
  Speaker 1: So an example would be don't just take our word for it.
• 3:26
  Speaker 1: Here's how client A transformed their business with our help.
• 3:30
  Speaker 1: Now, email four is encouraging engagement.
• 3:34
  Speaker 1: Invite them to connect with you further, following you on social media, joining a webinar, completing a brief survey so that you understand better for them and can segment their more information later.
• 3:46
  Speaker 1: Okay, but throughout this entire process and this entire welcome series, consistency is going to be key as you move forward.
• 3:57
  Speaker 1: From that.
• 3:57
  Speaker 1: It's not just about frequency but the quality of content.
• 4:01
  Speaker 1: So here's a little bit on how you can provide some consistent value.
• 4:05
  Speaker 1: One share educational content.
• 4:09
  Speaker 1: Share tips, tutorials, industry insights related to your services, like here's a quick tip on improving your ABC, which can make a big difference in.
• 4:19
  Speaker 1: This is how, or this is what I learned from that.
• 4:23
  Speaker 1: Inspirational content.
• 4:24
  Speaker 1: People love inspirational content.
• 4:26
  Speaker 1: Success stories, motivational quotes Talk about how someone doubled their productivity using whatever it was, and how they did it.
• 4:35
  Speaker 1: Peaks behind the scenes are always loved.
• 4:39
  Speaker 1: Ever wondered how we create our strategies?
• 4:41
  Speaker 1: Here's a look at our process.
• 4:43
  Speaker 1: Interactive content People like polls, quizzes, surveys, things like that.
• 4:49
  Speaker 1: Like polls, quizzes, surveys, things like that.
• 4:56
  Speaker 1: Give them something for free.
• 4:56
  Speaker 1: Give them an extra bonus if they answer a poll or quiz, or tell them, tell you, more about themselves.
• 5:00
  Speaker 1: It will be so valuable to you.
• 5:03
  Speaker 1: Then there's resource sharing providing valuable resources like eBooks, checklists, guides.
• 5:08
  Speaker 1: That always helps and engages people.
• 5:13
  Speaker 1: In the end, it nurtures them and gives them information about the service that you sell and the problems that you're solving.
• 5:22
  Speaker 1: Moving into targeted campaigns Targeted campaigns can significantly improve your email marketing effectiveness.
• 5:29
  Speaker 1: I want to talk about this in regards to segmentation and personalization, but I also want to take a pause and a step back here really quick.
• 5:38
  Speaker 1: If you're running a Google ads, let's say.
• 5:43
  Speaker 1: They talk about the types of keywords that you're looking for and the searches that you're running and where you are in that marketing funnel Are you in awareness, are you in consideration, are you ready to buy?
• 5:57
  Speaker 1: And, depending on the words that people are searching for, they're at different stages in that process and you'd want to make different levels of content available.
• 6:06
  Speaker 1: If they're not even aware of the problem that they have, you do not want to be giving them ways to buy your service because they don't even understand what that is, and I want you to think about that as your email subscribers too.
• 6:20
  Speaker 1: If they're just starting out their business, they may not understand what a welcome email is, let alone a targeted campaign, and so how can you help lead them through that process and give them the information that they need?
• 6:36
  Speaker 1: Okay, so that's why segmentation and personalization is so important, and personalization is so much more than just hey subscriber first name, and that's important.
• 6:49
  Speaker 1: Okay, so when it comes to segmentation, I want you to divide your email list based on some of their behavior and preferences.
• 6:56
  Speaker 1: A lot of this can happen automatically.
• 6:59
  Speaker 1: If they click on a link, you can do this segmentation.
• 7:02
  Speaker 1: If they downloaded a specific freebie, they asked you a specific question, if you surveyed them on information.
• 7:10
  Speaker 1: All of that makes a difference when it comes to segmentation, and a lot of it can happen automatically, right, with systems that we have put in place and you don't actually have to do anything.
• 7:22
  Speaker 1: So personalization is next.
• 7:25
  Speaker 1: You want to personalize them so they feel more relevant.
• 7:27
  Speaker 1: Make sure you've got your name here's.
• 7:31
  Speaker 1: You know again where they are in the process, understanding who they are Talking to.
• 7:35
  Speaker 1: One person is hugely important.
• 7:37
  Speaker 1: You want to create campaigns that resonate.
• 7:41
  Speaker 1: Resonate with specific segments.
• 7:43
  Speaker 1: We miss you as a valued former client.
• 7:46
  Speaker 1: We'd love to give you a special rate to re-engage our services and you know again.
• 7:52
  Speaker 1: You want to encourage that engagement and then think about encouraging conversion.
• 7:59
  Speaker 1: Conversion is key, right, because that's where we make our money.
• 8:01
  Speaker 1: So, to encourage conversions, use clear and compelling calls to action.
• 8:06
  Speaker 1: I want you to book a free consultation now.
• 8:09
  Speaker 1: Sign up for our exclusive webinar today.
• 8:12
  Speaker 1: That sense of urgency, oh my gosh, makes all the difference.
• 8:16
  Speaker 1: You want to use testimonials and reviews here's what our clients say about us and again, create urgency by now today.
• 8:26
  Speaker 1: Things like that.
• 8:27
  Speaker 1: Limited slots available.
• 8:28
  Speaker 1: Book your session now.
• 8:29
  Speaker 1: Get a 20% discount.
• 8:34
  Speaker 1: To sum it up, nurturing your leads through email marketing is essential to turning subscribers into clients.
• 8:41
  Speaker 1: You want to be consistent.
• 8:43
  Speaker 1: You want to provide value and create targeted campaigns with strong calls to action.
• 8:48
  Speaker 1: If you enjoyed today's episode or have questions, please don't hesitate to reach out.
• 8:54
  Speaker 1: Leave a comment.
• 8:55
  Speaker 1: Subscribe rate wherever you're listening or watching.
• 8:59
  Speaker 1: Share it with your fellow entrepreneurs, coaches, consultants whoever in your network might need to hear this today.
• 9:07
  Speaker 1: Be sure to check out the show notes for some handy resources and tips.
• 9:11
  Speaker 1: I'll have some links in there for you.
• 9:13
  Speaker 1: Thank you so much for tuning in to Imperfect Marketing.
• 9:16
  Speaker 1: I want you to remember that the key to success is not about being perfect, but being authentic and consistent.
• 9:22
  Speaker 1: Stay fabulous, my friends and I'll see you in the next episode and then, until then, keep nurturing those leads and turning subscribers into clients.
• 9:32
  Speaker 1: Ta-ta for now.