The route for professionals to grow and create a consistent stream of potential leads
business development via content
Many people who are looking at a variety of options for developing business opportunities, will tell you that email is dead.
But that is only because they don’t know the truth.
Not only is email ‘not’ dead, but it is expected to yield a 44% conversion result and an expected ROI of $1 to $44 return.
That’s not bad for something that is dead!
The silent gold mine
The thing about people who choose to use email marketing is that they are already aware of its power in marketing. But email marketing is technically quite different to other forms of marketing. For instance, Facebook ads are about presenting something to a related customer audience, meaning that its process of putting the product in front of the right audience does not work so well for professionals or people within professional industries.
Although Facebook can be used to find your leads initially, it is not a place for more personal conversations.
Email marketing is made to relate to its audience in a much more personal way.
Being relative to your industry
By working within a sector of a professional industry, for instance finance, you may not feel that it is a professional look to pop up on a Facebook feed with an ad about your services when you are attempting to present yourself to industry peers. And you would be right. When you want to show your industry peers your worth, appearing on their Facebook feed probably does not promote the right look.
Weekly or fortnightly newsletters
Somehow, these professionals need to be able to present their abilities to their relative audience…and only their relative audience.
Newsletters are the answer.
By setting up a website you can have a lead magnet applied. Here, other professionals or people who have an interest in your field would be able to supply their email address and show that they are interested in finding out more about your work.
Through regular delivery of an email newsletter you would get the opportunity to present your work and provide them with current content.
What can be applied to the newsletter
To understand the important effect that a regular newsletter can have on the amount of work that a professional can get, let’s look at the different topics that might be covered. Then we will look at the different goals that these email newsletters would be setting out to achieve, and how we would go about achieving those goals.
What can we talk about
- What professional developments you were working on
- What offers were happening
- Industry headlines that specifically affect you – good/bad
- What your key projects are
- Communications with other professionals
- Thoughts on the works of others within your industry
- Media coverage
- Marketing opportunities
how can these newsletters improve your business results?
- Your industry associates can see that you are constant in your development
- You get an opportunity to showcase your work to an audience that can also present it when discussing your work with another industry professional
- You are able to stay top of mind when opportunities come up
- You grow your authority by proving your professionalism in your field and verifying that you work with intent
- You give other people who are looking for someone the impetus to chose you because they can see that you are active in your work
- You are easily accessible should they want to contact you
Achieving the desired outcome
The process of aquiring work through newsletters is through consistency. Sending out an email once a month is not enough. Considering the short attention span of today’s society, a month between emails gives our readers too much time to forget about us.
The most regular system of newsletter delivery is either every week, or every second week.
When starting with email newsletters, many professional individuals tend to opt for the fortnightly email. They feel that each week is too overbearing and that it is overloading their client’s email inbox. This makes them feel uncomfortable. But once they get into the flow of the regular newsletter broadcast, they soon realise that the information that they are sending out is important for the other party to know about.
It is only through these emails that a healthy communication can be fluid when everyone is so busy.
Busy professionals do not have time to schedule a phone call with you to find out what you’ve been doing in the past week. The ugly truth is that they also don’t even know if you are worth their time. How can they?
That is why just being present in their email inbox, week after week, is so important. It reminds them that you are interested in doing business with them, and that you are worthy of doing business with them. Even if they were in conversation with an assoicate that needed to hire somebody for a job, they would be able to suggest you because they would feel confident in your abilities due to what they know about you from your emails.
Being in business means getting your message across to the right people.
- You get the right people onto your email list
- You get them to verify that they want to receive emails from you
- You send emails that create and interest for them to (literally) look forward to opening
- Every now and then you remind them that you are interested in doing business with them if the right opportunity arises
If you are interested in finding out how Zon Digital Services can help you with email marketing, book a free discovery call by clicking on the link and booking in a time on the calendar: