Tips For Using Email Marketing To Get Consulting Clients
Email marketing for consultants is a low-cost and effective solution to communicate with customers. Email marketing is so effective that it boasts an average ROI of 38:1. When done correctly, email marketing will increase your consulting firm’s revenue, customer lifetime value, and brand equity.
Email Marketing Tips for Consultants:
While email is an excellent channel for nurturing leads and converting them into clients, not all consultants have used it to its full potential to grow their business.
In this article, we’ll show you how to use email marketing to get consulting clients and sustain your business.
Create a lead magnet
To begin your email marketing, you must have an active email list. The simplest way to build this list is to include an opt-in form on your website that asks people to sign up to receive updates about your company.
A more effective strategy, however, is to provide something valuable to your audience for free in order to entice them to give you their email address.
You can offer a guide, a short consultation, monthly newsletter, an eBook, a whitepaper, an email course etc. The key is to create a lead magnet that is relevant to your audience, easy to consume, actionable, and emphasizes the value of your core service/offer.
For example, Consulting Success offers the Consulting Blueprint for free to those who sign up for its email list. It’s a great way to collect leads that can then be nurtured through emails and showcased to drive conversions.
Promote your lead magnet
You’ve created a solid lead magnet that will pique your audience’s interest while also establishing your expertise and credibility.
However, in order to reap the benefits and increase email list sign-ups, you must promote your lead magnet and place it in front of your target audience.
You can accomplish this by including an opt-in form on your website, which you can place on your homepage or within your blogs.
Alternatively, you can create a separate landing page to feature your lead magnet and explain its benefits. Customers can be directed to this page from any page on your website, as Constant Contact does below.
Nurture your leads
When a potential client provides you with their email address, you must continue to nurture that lead after sending them your welcome series. Nurturing is a vital part of email marketing.
The first and most important thing you must do in a nurturing email is identify the problem they are experiencing. Most people are aware that they have a problem, but they don’t know what it is. This is where your company comes in.
When you can identify the problem, you demonstrate to the potential client that you understand their situation.
Second, propose a solution. This is an excellent opportunity to combine click segmentation and automation. Create an automated series of emails based on how someone interacts with your email content, such as clicking a link. Sending targeted emails to potential clients based on their needs will earn you their trust and, eventually, their business.
Continue the conversation
Whatever stage your contacts are at in their journey, you must maintain that relationship by being consistent in your communication. In email marketing, it is vital to keep consistent and relevant communications going out to your clients.
We advise small businesses to send one email per month at the very least. These marketing emails should highlight your expertise and keep your clients and potential clients interested in your company.
Here are a few examples of what you could include in your consulting firm’s nurturing emails:
- Share the existing content you have.
- Inform subscribers about what’s going on in the industry.
- Showcase thought leadership.
- Send out promotional emails on occasion.
DebtHelper uses a free budget spreadsheet to collect email subscribers. They even include a bonus video guide on how to use the spreadsheet.
Make use of analytics and segmentation
When your email list grows in size, it’s time to segment it into smaller groups so you can send hyper-targeted emails to each.
You can segment users using your email tool based on whether they are a new subscriber, a past or existing client, a hot lead, whether they opted in for your lead magnet, their email open and click-through rates, and so on.
These analytics will help you determine whether the content and marketing messages in your emails are resonating with your target audience. They will also enable you to create emails that are tailored to the stage and needs of each segment in order to drive conversions.
For example, you can send a specific broadcast to subscribers who haven’t opened your emails in a while, to show them you care and remind them about your services.
Increasing the effectiveness of your email marketing
Email marketing works but keep these things in mind if you want it to work for your consulting firm.
- Earn the trust of your prospective clients by providing solutions to their problems.
- To send timely and relevant emails, use segmentation and automation tools.
- To avoid sounding like the salesman of the month, follow the 80/20 rule.
- Send on a regular basis to maintain your relationship with your clients and stay top of mind.
With these pointers, your consulting firm will be forming new relationships and acquiring new clients in no time.