There’s a common misconception that email is dead. Contrary to this belief, email is one of the best ways you can reach your ideal audience and grow your business.
We are past the days of “you’ve got mail” and only receiving spam emails. Now, your email inbox probably has much more value in it than it did 10-15 years ago. Marketers are honing in on the craft of email marketing simply because well, it works.
Oftentimes, a small business owner will assume that their optimal reach or top priority is or should be their social media presence. While social media presence is indeed crucial, it should not be your top priority. Your email marketing should actually be at the top of your list, after you have nailed down a stellar website of course, ahem--we’d love to help you with that, by the way.
In this blog, we will cover five ways to use email marketing to boost your business, specifically for small businesses and contractors.
- Lead magnet - lead with FREE
This may sound counterintuitive, but leading with free resources shows the client and prospective client that you are already invested in them whether or not money is involved.
This builds trust and does it quickly! Do you have a free download or free consultation? Maybe you have a helpful checklist or an audit that would give people insight into your knowledge.
A lead magnet will not only build rapport and trust, but it will help build your email list!
If you are starting at the ground floor without anyone in your email list, a lead magnet is where you start.
Like we mentioned in the beginning of this blog, social media is not the priority, your email is. But why?
When you are sending emails to your email list, you own that list. Typically, you are paying for an email service that allows you to host those emails, craft and email and distribute an email campaign. Think--Mailchimp, Hubspot, Flodesk...etc. You have authority and autonomy over those contacts in that list and can essentially connect with them when you choose.
On social media, this is not the case.
You may have hundreds or thousands of followers, but you don’t own those followers or the algorithm on that platform. This means that your Facebook, Instagram, LinkedIn, Twitter can all be manipulated. Your account could be shut down for any reason at any time without any notice. Crazy, huh?
In a moment’s notice, you could lose all of those followers and never be able to contact them again.
Don’t worry though! Because, email marketing is here to save the day. You own those contacts.
After you have done the hard work of creating a “freebie” or lead magnet, offer people so much value that it’s impossible for them to resist the offer...then BAM! You’ve achieved trust, and have gained that name and email.
It’s yours. Now, you have the ethical responsibility to treat that email with respect and serve them with what they actually need.
- Boost your social media engagement
This is why email marketing is pretty cool. It can send your peeps to where you post content and provide additional value.
In your email blast, you can remind your email list of some things you recently posted with a link to your social media platforms.
Don’t repost the entire post in the email though. Don’t give away the farm. All you do is post the picture with a line or two from the description and then a “read more” button linked to the original post.
This will not only help your engagement on those platforms, but if some of your email list is not already following you, there’s a high chance they will once on that platform! Increasing your following at the same time. Two birds, one stone.
- Gain exposure and registrants for events and promotions
Do you have an upcoming event or promotion? Of course you should be marketing that event and promotion on other platforms with a solid strategy in mind, but you should definitely include it in an email to your email list.
Whether they are customers or not, you want to let them know about that sale or promotion.
This is providing value to that email list. People love saving money! Let them know!
Your event could be providing value to them with socializing with the right network, or a chance to win a cool prize. You won’t be “spamming” them if you are giving them something of value.
To piggie-back off the social media algorithm comment above, if you were only relying on posting about your event or promotion on social media to “let the masses know,” you are doing your business a disservice because it will be missed by the majority of your followers. It won’t hit every single account that follows you.
Verses, your email blast. You can have the peace of mind knowing that each of your email contacts received that email. We can’t ensure that they will open the email, but it landed in their hands! Just make sure you have a killer subject line so your contacts will feel compelled to open the email 😉
- Increase your website SEO
Have you posted a blog recently? Send your email list to it!
Link a graphic, a title and a description of what the blog entails and send them to your website to read the entire post.
The more external links pointing people to your site, will help your SEO and let Google know that people are interested in what your website has to say. Trust us, you want Google on your side!
Give a tip of the month, or insight on why certain parts of your business are more intricate or important.
Create an email series on How-To’s that will bring value to your audience.
Your email list is not there for you, you are there for them. Telling them something they don’t know already or solving a problem for them, this makes you valuable to them.
You are just a click away from being unsubscribed to, so make sure that it’s worthwhile for your email list to keep you around!
Serve your audience
What’s next? You’ve created your lead magnet, started growing your email list, have been sending out awesome emails...what do you do now?
Keep doing it. Keep serving.
Come up with a strategy to continue to serve with value. Who is your audience? What behaviors do they have when they read your emails? What links are they clicking?
Go over the analytics in your email marketing tool and figure out what you should do more of, and less of!
The more you continue to serve your email list, the more they will be interested in what you actually sell and you will see your business grow naturally.