Email Marketing and Content Conversion
Email marketing is a key component of content conversion strategy.
And business owners who use email marketing to establish connection and nurture relationships get more sales. But this isn’t the case for everyone and it doesn’t always happen with ease. And, more importantly, when it doesn’t go well, it’s easy to lose hope.
Without results and revenue, frustration sets in and many business owners burn out and give up. They think that no one needs another email in their inbox so why should they bother.
This is where they go wrong. It’s not the quantity of emails that gives email marketing a bad name, it’s the lack of quality.
Email marketing that helps your audience connect with you and get value each time you email leads to them opening more of your emails. And the more emails they open, the more opportunity to connect with you and your solution.
Before We Get Into Email Marketing
The customer journey has a few steps before we get to email marketing.
Generating more sales begins with clarity. As a business owner, you need to get clear on your core message and your ideal audience. From this you can start the process of capturing leads and building your email list with an effective lead magnet or opt-in.
Then you create offers, packages, service listings, and figure out your pricing. It seems like you have everything lined up and in place … but the sales don’t come.
What could be the problem?
Lead Generation Starts the Customer Journey
The customer journey that leads to sales begins with the right people finding you and being nurtured until they decide to buy.
Lead generation begins with a compelling free gift that invites your specific ideal prospects into your world and on to your email list. Then there are a series of critical steps that invite these prospects to become paying clients.
Are all of these statements true about your free gift or lead magnet?
- Highly desirable content topic.
- Easily consumable format and delivery.
- Establishes your expertise and credibility.
- And initiates meaningful connection with your audience.
If you can’t confidently say, “Yes!” to each of these, address what’s missing because you need this foundation before focusing on email marketing.
Email Marketing: Nurture Sequences
Having an email nurture sequence is a standard way to follow up your opt-in with a series of emails that helps subscribers put your free gift into use. This series, typically called an autoresponder sequence, is filled with opportunity that many business owners fail to optimize.
Email marketing is the fuel to ignite sales or the firehose that reduces them to soggy debris. And the process begins with this first email marketing sequence of autoresponders.
It’s not enough just to have these emails in place and loaded up for delivery. With the right strategy, the way you communicate during this early stage in the relationship can set the stage for connection that leads to sales. Yet, many small business owners don’t recognize the hidden potential here.
Following up with new leads by initiating and nurturing relationships is the foundation for generating more sales.
Your Practice for New Leads
Review your current practice for new leads. As they join your email list, what comes next?
Assess Your Email Nurture Sequence
Assess your nurture series of email autoresponders against this criteria:
- Are you acknowledging new subscribers with a timely, warm welcome?
- Are you delivering high-value, actionable content?
- Have you introduced yourself and highlighted your relevant experience?
- Do your emails invite conversation and engagement?
- Are you sharing outcome-based results your solution delivers?
- Do you address the cost of not solving the problem?
- Are they saying “yes” to your next step offer?
How well do you cover these? Are there holes in your process? This is your opportunity to create a foundation that leads to more sales.
Better Email Marketing
After assessing your current email marketing practice and your nurture sequence, make a commitment to address the shortcomings you discover.
Use the criteria to make improvements. Revise emails that can be more impactful, add ones that are missing, and remove content that doesn’t contribute to establishing a meaningful relationship with your new leads.
When you use email marketing to set a system in place to create this connection, more sales follows. Help new leads see you as their best option so more of your ideal clients purchase from you and recommend you to others.
Connection that Leads to Sales
Connection is one of the pillars of my 4 C Method for content that leads to more leads, clients, sales, and referrals. Learn more about how to use this strategy to serve more people and generate more revenue with immediate access to an on-demand masterclass here.
