Hello, and welcome to the Children's Activity Business Academy Podcast. I'm Kristine Monaghan, your host, and I'm here to help you start grow and scale your business with confidence. In this week's podcast, I want to talk to you about email marketing, and why you should be nurturing and following up your leads.
I've now been running this business for nearly a year. And I have spoken to so many business owners through clients that have worked with me through discovery calls and through my pop stars. And one of the questions I always ask them is, do you have an email list? And how often are you emailing that list?
Now, I usually get a number of answers. It's either, yes, I have an email list, but I don't email them. Or Yes, I have an email list, but I email only once a month. Or the last one is No, I don't have an email list. Because I don't know how to set it all up.
Email marketing should form part of your overall marketing strategy. And if you're not emailing your list right now, or you don't have a list in your business right now, then you need to make it a priority. Okay? because social media is not owned by you, you do not own social media. And if you are solely relying on social media to market to advertise your business, then basically you're putting all your eggs in one basket. And if someone comes along and decides to tread over those eggs and shut your page down, or remove your access, then you are essentially left with nothing. And that's why you cannot rely on social media as the means to market and advertise your business.
However, your email list is yours, it does belong to you, and your customers or potential customers will be signing up for that list. And therefore you should be investing in list building, you should be investing in bringing those email addresses in onto your list so that you can market to them on a regular basis. I'm often heard telling my Pop Star clients that there is money in your list. And just this month, I've made I made over £1000 pound of sales through email marketing. And that's why you should be emailing your list. It should be your number one priority, it's my priority to grow my list, and it should be yours.
So who would actually be on your list? So first of all, you would have your actual customers. And it's so important to be developing that relationship with your customers on a weekly or fortnightly basis. So you may see them when you're out there delivering your classes. But if you have a team of coaches or teachers that are delivering on the ground for you, then you definitely need to be popping up in your customers email box. And you should be definitely building that relationship with them. Now, you may also have past customers, past customers that have been with you before, who may have finished for all different reasons. Okay, they could have just been trying something else out for a little while, they could have just stopped because their kid didn't want to do it anymore right now. But that customer that past customer is still a potential customer. And they could come back on the sales train. But if you don't stay top of mind and in their email box, then they're going to be basically missing out then you're never know, will you so past customers could be sitting in your email box,
There are potential customers, people that inquire with you, or have signed up for a newsletter or to find out more about your activity could be sitting there in your email lists. So if you do events like lots of people do like fetes or craft fairs, or attending a baby fair. Obviously, you're there to promote your business but the first thing you should be thinking about is how do I get these customers email addresses? Because that's what you should be thinking about when you're there. How do I get this customer's email address because I want to be able to market to them. So you may host like a giveaway, a prize giveaway where they have to enter a competition and give you their email address. But you should be thinking about list building, you should be thinking about how do I get more people onto my list, be it a free resource on your website, a PDF, a downloadable, there's lots of different ways. They're called lead magnets.
And so you need to look at what could you be doing in your business to bring people into your world and to get them on your email lists. Don't be so reliant on social media to drive your business, because you could be using that email list. And you could be using your online presence to build your list, which is what I teach in the market, like a pop star programme is about building an integrated marketing system.
For the last two weeks in the podcasts, and lives, etc, I've been talking about trial classes, and how they could be a gift for your business right now, and having that irresistible offer. And now, I'm going to talk to you about how you could be nurturing those leads those people who didn't book. So you will have had your trial classes. And you may have got, five people that turned up, and then you made them this irresistible offer. And maybe you know, two of them signed up and purchase straight away. But you had three people that didn't. So what do you do? What do you do with them next, you don't waste this opportunity, you need to nurture that lead, they are a lead until they say no.
Until they unsubscribe, they are a potential buyer. And what we want to be doing is turning these browsers into buyers, so you don't just let them disappear. Don't throw them into the email list and never email them again, we want to be nurturing that lead. This is where funnels could have a massive impact on your business. So for example, when someone joins your email list to find out about news in your business, is there a welcome email that goes out straight away to them? To tell them about your business? To tell them when to expect your newsletter to tell them what you do and what you offer? But then, do you take that customer that person on a journey through a different series of emails.
Now, going back to the trial classes, you've had them in, you've made them an offer free of them didn't purchase? So what do we want to do? Well, we want to we want to nurture those leads, probably over about of a course of a week. Where there is an automated email funnel, going out to that customer. And it will have different elements from the values from what the benefits are, you know, five different pieces of content that would go in an email sequence out to that customer with the call to action is to book.
What you're trying to get them to do is take action, you're trying to get them to say yes or no.
If they don't do either, then you're just going to have a person sitting in your email list. That's ok they maybe not ready to buy. So it's when they go through that sequence, that you will obviously hopefully get a final answer.
So how do you do that? Well, you need an email platform, you need a system. You know, there's many different systems out there, there's MailChimp, there's Mailer Lite, there's like there's so many different email systems, but you definitely need a system, okay? You cannot be emailing, like customers on mass from your Gmail account. Don't do that as, you'll get your email address blacklisted, you need to be doing it through an email system, where the person who's receiving the emails can unsubscribe at the end, if they don't want to hear from you anymore.
That's not a bad thing. If people come off your list it means your list is actually cleaning itself. And you'll actually have the people that do want to hear from you on your list. So, you need an email system, then you need your content. And then you need to set up the sequence. And then obviously, when you bring in the customer to your world, you can tag that customer and then it would take them on that sequence of journey if they didn't accept your offer at the time, and if they don't accept it by the end of it, then they just come into your email list that go into that maybe bucket. And then it may be that you're keeping in touch with them through your regular emails, which could be weekly, or fortnightly, but definitely not monthly, because no one remembers a business that emails once a month.
On average, you're probably hearing from a business, the people in my world at least three times a week, okay, three times a week, that's probably a bit excessive for you guys out there. But definitely, you should be emailing at least once a week. That's what I teach in the Market Like A Pop Star Programme and my pop stars get results. And I see all the wonderful emails because they pop into my email box. And I love getting them and that's what your customers should be feeling like when they hear from you that you're providing an email that's of value. And that's you're adding something to my world, because not every email is about a sale.
It's not all about the sales, you want value, value, sale, okay? So if I've not convinced you already, that you should be investing in your email marketing right now, then, you know, you need to go and look at it a bit more detail go and do some more research on it. But email marketing should definitely form part of your integrated marketing system, you should definitely be making it a priority for 2023 because everybody checks their email, everybody looks at their email first thing in the morning and probably throughout the day. And if you want to be an inbox hero and if you want to be popping up in your customers wild are your potential customers whilst on a regular basis. Keeping top of mind having this amazing customer journey because you've got your email sequences set up and you are nurturing those leads in then email marketing is where you want to be okay, that's where you want to focus.
I hope that's given you some food for thought. Here's 3 things that I want you to think about.
Do I have an email list in my business?
What am I actually emailing them on a regular basis ?
How often do I email them right now?
See you on the next Podcast. Bye for now. Krissy