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If you clicked on this episode it may be because you have a love/hate relationship with email marketing. For one, you get the benefits:
- Its data that you own
- It’s a great way to connect with your audience on personal level
- Email marketing is key for generating new and potential clients
But it may also annoy the crap out of you:
- Its yet another platform you need to be creating content on.
- And what are you even supposed to say?!
I get it, the back and forth gets annoying and most likely you’ve probably ghosted your email list in the past. But your newsletter and the people who have given up their sacred email address really is imperative for growing your coaching or service based business. Those are the people who have typically been following you for awhile and are right on the edge of booking that discovery call or applying to be in your program. Which means, its your job to nurture them to give them the little boost they need to fully commit. Email marketing is a great way to build those relationships and in my opinion and years of experience should be a content platform that should be taken seriously.So this week i wanted to talk about email marketing but specifically, what can we send to our newsletter that will help to nurture those relationships.
ONE. Your journey. If you’re a new entrepreneur or if you’re working on a new project or really just want to show your audience what your life and business looks like behind the scenes, this is a great space to give your subscribers VIP access to that content. Walk your subscribers through your process. People love seeing how things work behind the scenes! i did this a lot a few years ago when i really started to take my newsletter content seriously. I would share personal tidbits, opinions and happenings as it related to my life and business and it helped a lot with building trust with my audience.⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
TWO: Create a curated list of your favorite articles, products or people as it relates to your brand. Two of my all time favorite newsletters is Girls Night In and Ann Handley’s Total Anarchy newsletter. Both of these newsletters do an incredible job of sourcing out content that is highly relatable to their brand but also extremely interesting for those who follow them. Not only is it great content but it takes the pressure off of always needing to create new content on their own.⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
THREE: Repurpose your content. Lets talk about two different ways to tackle this because repurposing content is my jam!! The first way is to of course repurpose old content. I have been creating content online now for like 8 years. I have tons of old blog posts and newsletters that literally have not seen the light of day in ages! One of my favorite ways to repurpose content is to dig back into the archives and knock the dust off of some of those old articles. I revamp them, re-edit and add in new and more relevant examples and i republish them as if hey are not 5+ years old. The second way is to repurpose current content. Lets dig into this for a minute. Every Wed i publish a new podcast episode. That is my main piece of content thats where all the gems go.
The following monday, i write a newsletter to my audience⠀that is centered around the podcast episode that i published the previous week and i lead people back to those links to listen to or watch the full episode. I then take that same piece of content and create social media posts. Stop making it harder on yourself to create content. Your newsletter does not have to be this new thought provoking article if you dont want it to be. Oftent, we publish a new piece of content and it just sits there and only those who happened to be online at the moment hear about it. Make the most out of that content that you’re creating. I’ll talk about this more in another episode but you really only need ONE great piece of content to use on all of your platforms.⠀⠀⠀⠀⠀⠀
FOUR: Turn your newsletter over to your audience. My friend and mastermind buddy Kyla Roma had a really great newsletter series where she would simply answer one question each week from her subscribers. They submit a question and then she dedicates one newsletter to answering it. This is a great idea for three reasons:
- It builds trust and relationships. It makes your audience feel as if you’re actually hearing them and also providing them with some great value in the process.
- You’re building credibility. You’re literally dropping knowledge bomb after knowledge bomb each week in these newsletters and showing off your expertise.
- Its easy content! Get a question and answer it. your audience is literally doing the heavy lifting for you!
Alright those are my 4 tips for actually taking email marketing seriously and using it to build relationships with your audience. One point that i didn’t mention though was your call to action. You should not be leaving your audience hanging and wondering what to do next. Since this is a prime space to sell, consistently let your subscribers know what their best next step would be and how they can learn more about working with you!
Of course you know i want to hear what you have to think about this week’s episode! if you’re listening on your favorite app, take a screenshot and share your biggest takeaway with me over on instagram and if you’re watching this on youtube, leave a comment below! I’ll chat with you next week with more insight on how to launch and grow your coaching or online service based business!⠀⠀⠀⠀
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