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229: Integrating Email with Your Overall Marketing Strategy with Host Kendra Corman · Imperfect Marketing

• 0:28
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:31
  Speaker 1: I'm your host, kendra Korman, and today we're going to talk about something that's absolutely essential for, I would say, almost every business, a lot of people that I talk to.
• 0:43
  Speaker 1: I'll say not everything is right for every business, but I have not come across any business that hasn't been able to leverage email marketing.
• 0:53
  Speaker 1: So if you are really successful and you're not leveraging email marketing, I definitely want to hear from you Support at KendraCormancom.
• 1:01
  Speaker 1: But again, it's absolutely essential for almost any business or nonprofit organization.
• 1:07
  Speaker 1: But overall, it's integrating email with your overall marketing strategy.
• 1:11
  Speaker 1: But overall it's integrating email with your overall marketing strategy.
• 1:13
  Speaker 1: Now, some of you might be thinking but Kendra, isn't email marketing just one piece of the puzzle?
• 1:18
  Speaker 1: Why do I need to worry about if it integrates to anything else?
• 1:21
  Speaker 1: It's just keeping me top of mind and the same people aren't necessarily seeing all of my pieces.
• 1:26
  Speaker 1: What does it matter?
• 1:27
  Speaker 1: Well, my friend, let me tell you why.
• 1:30
  Speaker 1: When you integrate your email marketing into your other email, other marketing efforts, you're creating a seamless, cohesive experience for your audience.
• 1:39
  Speaker 1: You're not just sending random emails in a vacuum that they may or may not see.
• 1:45
  Speaker 1: You're building relationships and guiding your subscribers through a purposeful journey that leads to more clients and revenue for you and your business.
• 1:56
  Speaker 1: So, but how do you actually do that right?
• 1:59
  Speaker 1: How do you make sure your email marketing is working in harmony with your social media, with your content marketing, with your paid advertising, the webinars you're doing whatever it happens to be everything else, your networking talks?
• 2:12
  Speaker 1: Well, that's what we're going to dive into today.
• 2:20
  Speaker 1: So, first things first, let's talk about one of my most favorite topics, and that is consistency.
• 2:22
  Speaker 1: When you're integrating your email marketing with your other channels, consistency is key.
• 2:27
  Speaker 1: That means the same branding, the same messaging, the same overall tone and style across all of your platforms and messaging.
• 2:35
  Speaker 1: Think about it this way If somebody follows you on Instagram or LinkedIn, signs up for your email list, reads one of your blog posts, it should feel like they're interacting with the same person, right, just one person throughout that entire journey, bringing them closer and closer to who you are as a person and building that know like and trust factor.
• 2:59
  Speaker 1: Easier said than done quite often.
• 3:02
  Speaker 1: Recently, I finally broke my corporate voice, the one that made me successful with so much of my career history, especially my time in corporate.
• 3:14
  Speaker 1: So if you go back in time, I don't always sound like the same person I am now, even though I am.
• 3:22
  Speaker 1: It's just more me, more of my dry, sarcastic humor, a little bit of pop culture references, whatever that happens to be.
• 3:33
  Speaker 1: But consistency isn't just about aesthetics.
• 3:35
  Speaker 1: It's also the type of content that you're sharing.
• 3:38
  Speaker 1: If you're constantly promoting your coaching services on social media, but your emails are all about your latest professional personal development insights, it might be a little disconnected and confusing to people, so you want to make sure that you're keeping that information in line.
• 3:55
  Speaker 1: Instead, make sure that your email content's aligned with your overall marketing goals and themes.
• 4:00
  Speaker 1: If you're launching a new course, for example, your emails should be about building excitement and anticipation for the course, while your social media posts and blog content or podcast, whatever it is that you're working on should be providing some valuable related insights that position you as an expert.
• 4:19
  Speaker 1: See how they're all working together here.
• 4:21
  Speaker 1: That's the power of email.
• 4:24
  Speaker 1: Personally, I've always had success with this crazy, radical idea of breaking up the year into quarters.
• 4:31
  Speaker 1: I know it's crazy, it's revolutionary, right, but anyway.
• 4:35
  Speaker 1: I break the year up into quarters and I focus on one key message for each quarter, one key product.
• 4:41
  Speaker 1: I ramp up the value on that topic, I move into selling and I'm all about that topic throughout the quarter.
• 4:47
  Speaker 1: It really works well for me that way and it allows me to build my business in a way that's comfortable for me, where I'm not selling all the time, because I love to add value.
• 4:57
  Speaker 1: Another key aspect of integrating your email marketing with your overall strategy is using email to drive traffic and engagement to your other channels.
• 5:05
  Speaker 1: So let's say, you've just published a epic blog post packed with tips and insights that your audience will love.
• 5:13
  Speaker 1: You can't just build it and hope that they'll come.
• 5:16
  Speaker 1: They're not going to stumble upon it, they're just not.
• 5:19
  Speaker 1: You have to use your email to drive traffic to that post, send out a compelling newsletter with an excerpt and a strong call to action and to read the full post on your website.
• 5:29
  Speaker 1: Not only will this boost your blog traffic, but it's also going to keep your subscribers engaged and coming back for more.
• 5:37
  Speaker 1: I recently did this with my podcast.
• 5:40
  Speaker 1: I got 240 downloads in one week because my email newsletter was almost a direct tie-in to my podcast episode that week and I had a lot of people tuning in.
• 5:57
  Speaker 1: So it works for podcasts, youtube blogs, whatever it is.
• 6:02
  Speaker 1: Recently, I attended a boot camp about stepping up my YouTube channel and hopefully, by the time this episode actually releases, my YouTube channel is going to be amazing.
• 6:12
  Speaker 1: But the person leading the bootcamp she goes live on YouTube every Monday at 10am.
• 6:17
  Speaker 1: She emails her list every Monday morning at 9am to remind them that she's going to be live and to tune in.
• 6:26
  Speaker 1: Most people still watch the replay because they might be busy at that time.
• 6:30
  Speaker 1: But if she doesn't send that 9am email, her traffic to that episode, that video on YouTube, tanks in comparison to the ones where she does send the email.
• 6:43
  Speaker 1: That is the power of email.
• 6:46
  Speaker 1: Same goes for your socials right?
• 6:49
  Speaker 1: Use your emails to encourage your subscribers to follow you on Instagram, facebook, linkedin, wherever else you hang out online, because that way you can share your latest posts.
• 7:00
  Speaker 1: You can invite them audience.
• 7:01
  Speaker 1: The stronger your relationships will be.
• 7:03
  Speaker 1: While I truly do believe that social media is a great tool for research that reach sorry, not research that people can help find you, it's really about getting those people onto your email list.
• 7:26
  Speaker 1: That doesn't mean your other channels don't help and work in tandem.
• 7:30
  Speaker 1: Marketing is about building relationships.
• 7:33
  Speaker 1: It's about being and staying top of mind so that when someone is ready to buy, you're the first person they think of.
• 7:43
  Speaker 1: Now, I know what some of you might be thinking, but, kendra, I'm already stretched way too thin trying to keep up with all my different marketing channels.
• 7:51
  Speaker 1: How on earth am I supposed to find the time to either do email marketing, integrate email marketing, whatever that is right?
• 7:58
  Speaker 1: Well, that's where automation comes in.
• 8:03
  Speaker 1: So I want you to think about email marketing automation, as it's a game changer, right when it comes to integrating within your overall strategy.
• 8:13
  Speaker 1: With automation, you can set up targeted, personalized email sequences that guide your subscribers through a journey based on their actions and their interests.
• 8:24
  Speaker 1: For example, say someone signs up for your email list through a lead magnet which is usually what I recommend for most people like us and say it's related to time management.
• 8:36
  Speaker 1: With automation, you can send them a series of emails that provide additional time management tips so that they get to know you.
• 8:45
  Speaker 1: You can invite them to a related webinar or challenge.
• 8:49
  Speaker 1: It can be a pre-recorded, evergreen webinar that they sign up to, but then you can ultimately pitch your time management coaching package, and all of this happens auto, magically, without you having to lift a finger after it's created.
• 9:06
  Speaker 1: I even recently got an email from somebody.
• 9:09
  Speaker 1: I'm trying to think who it was, but they're like this is a welcome email, I just want you to know.
• 9:14
  Speaker 1: I don't look at it very often, so if it feels a little tone deaf or a little bit, you know, off or old, probably because it is because this is an old lead magnet and so that's what she put at the top of the email.
• 9:26
  Speaker 1: I thought it was perfect.
• 9:27
  Speaker 1: It just let everybody know that it's not something she's revisited or handled in a long time, and so you can build things and they can go on forever.
• 9:41
  Speaker 1: So automation isn't just about sales, it's about building relationships and providing value.
• 9:46
  Speaker 1: You can use automation to welcome new subscribers, deliver a series of onboarding emails that introduce them to you, your brand, your philosophy.
• 9:56
  Speaker 1: You can send personalized check-ins and support based upon progress milestones that are triggered inside course software.
• 10:07
  Speaker 1: This is unbelievable, right?
• 10:09
  Speaker 1: Because when you use automation strategically, you're not just integrating your email marketing in your overall strategy.
• 10:15
  Speaker 1: So keep that in mind.
• 10:16
  Speaker 1: Right, it does take some time and effort and a willingness to experiment and iterate, but trust me, it's worth it because it gets results.
• 10:43
  Speaker 1: When you have a cohesive, integrative marketing experience, you're not just getting better results, you're building a stronger, more sustainable business that can weather any storm.
• 10:59
  Speaker 1: So here's my challenge to you for this week.
• 11:01
  Speaker 1: I want you to take a look at your current email marketing strategy, or marketing strategy, and ask yourself how can I better integrate these two?
• 11:08
  Speaker 1: Are you using consistent branding and messaging across all your channels?
• 11:13
  Speaker 1: Do you have the same voice across all of your channels?
• 11:16
  Speaker 1: Are you using email marketing to drive traffic and engagement to your other platforms?
• 11:22
  Speaker 1: Are you leveraging automation to create targeted, personalized journeys for your subscribers?
• 11:28
  Speaker 1: If not, now's the time to start.
• 11:32
  Speaker 1: Until then, I hope that you keep embracing the imperfect.
• 11:36
  Speaker 1: It's all about progress, not perfection.
• 11:39
  Speaker 1: Thanks again so much for tuning in to another episode of Imperfect Marketing.
• 11:43
  Speaker 1: If you learned something today, it would really help me out if you could rate and subscribe wherever you're listening or watching.
• 11:50
  Speaker 1: Thanks again so much, and have a great rest of your day.