In our last post, we talked about turning web traffic into leads by using autoresponder software to capture contact information and automatically send the right content at the right time. If you didn’t catch that post, you can read it here.
But how do you know what the right content is and when to send it? Once you have a lead, how do you keep the conversation going with relevant, compelling content that will continue to grow your relationships, build trust, and most importantly, get prospective clients to schedule a discovery call with you?
In Part 7 of PCHI’s marketing series, we’ll share tips on email nurturing, nurturing sequences, and timing—and explain what it all means for your health coaching business.
But before we get too deep, let’s define a few of these phrases.
- Email nurturing is just another way to say that you’re building relationships with your leads through an email campaign. It’s how you’ll stay connected to them on a regular basis and build trust until they’re ready to work with you. You’re basically nurturing the relationship through emails.
- A nurturing sequence is the strategy for how you’ll roll out emails to your leads, and in what order. It includes the types of emails you’ll send and when to send them.
- Autoresponder software is what you’ll use to schedule it all so that the right content automatically goes to the right person at the right time (and gets you more clients while you sleep).
How to stay top of mind—and top of inbox
If you want to turn leads into paying clients, you have to maintain an ongoing relationship with them without being overly salesy, pushy, or bombarding their inbox with too many emails. A well-thought-out email campaign strategy is how you’ll do it.
Essentially, you’re starting a new relationship with your leads (also called your subscribers), so think about the types of emails you’ll want to send. Consider their pain points, any questions they may have, and what you want them to know about you. From the minute someone downloads your freebie to their first health coaching session with you and beyond, you’ll be growing and nurturing this relationship.
Here are 8 types of emails to consider for your email campaign strategy:
1. The welcome email
Welcome emails tend to have higher open rates and click-through rates, plus it’s a nice way to welcome new subscribers into your community and thank them for signing up. It’s also an opportunity for you to introduce yourself and tell them what to expect in future emails from you. Your welcome email sets the tone for every communication afterward, so make this one count!
2. The email with insider tips
After they get your welcome email, give new subscribers a reason to stick around. A great way to do this is to share some of your top tools and resources. It could be your favorite paleo recipes, the best Primal living podcasts, or where you buy your workout gear. These insider tips will keep your subscribers coming back for more. Remember, the goal right now is to build a relationship, not push a sale.
3. The email that asks about them
Relationships are a two way street. And if you want your subscribers to get to know you, you have to get to know them. Ask them to reply to your email with their health struggles, what obstacles they’ve overcome, or what they want to know more about. Not only will you build loyalty and trust, you’ll learn firsthand the language they use when describing their struggles, obstacles, and questions, which additionally is great information for SEO purposes.
4. The email with exclusive content and freebies
Give your subscribers something special for being on your list. These are your future clients, so it’s important to treat them well. Every once in a while, surprise them with exclusive content such as a free guide to eating paleo on the go. Offering free or discounted products and services is a smart strategy, too.
5. The email that reveals something personal about you
Talk about a personal struggle you’ve had or share what made you want to become a Primal Health Coach. Creating a deeper connection with your subscribers will continue to build loyalty and trust. Also, invite them to connect with you on your social platforms like Instagram, Twitter, or Facebook.
6. The email that tells them what’s new
Do you have a new service, a new certification, a new space? This is the time and place to share it. By telling subscribers about what’s going on in your business (before the rest of the world knows), you make them feel like an insider. Plus, you never know precisely what new information could inspire your subscriber to schedule a discovery call. Maybe your office is right near their’s, or you just acquired a new skill that can help them reach their health goals.
7. The testimonial email
Most people rely on others’ experiences to determine if something’s right for them. In fact, according to this article, 88% of consumers trust online reviews as much as personal recommendations, and 72% say good reviews make them trust a business more. Keep the introduction of the email conversational, but don’t be humble about sharing the positive things others are saying about you.
8. The “favorite things” email
You’re the Primal Health expert, so tell your subscribers what you love. What’s your go-to collagen protein? What’s the best HITT workout you’ve found? Where do you go to unwind? Give your subscribers a behind-the-scenes look at a few of your favorite things.
Also, it’s extremely important to include a clear call-to-action on every email. This allows your future clients to get in touch with you when they’re ready to hire you. Imagine doing all that work building the relationship and never giving your subscribers a way to take it to the next level?
So, how often should you send these emails? Over-emailing will make people want to unsubscribe. And under-emailing won’t build the relationship (and the conversions) you’re looking for. According to this survey by Marketing Sherpa, 86% of people like to receive emails at least monthly, however, for a more hands-on approach, you may want to send your emails at least once a week. Put yourself in the shoes of your target audience, and adjust your timing sequence as necessary.
Here’s where autoresponder software comes in.
You’ve done all the hard work. Now it’s time to see it pay off and convert your leads into paying clients. We won’t dive into the technical details here, but once you have your emails drafted and the timing sequence figured out, your autoresponder software is set up to do the rest—automatically. In addition to sending the right emails at the right time, it lets you monitor results and create different segments based on when someone subscribed, email open rates, click throughs, and even visiting a specific page on your website.
But which autoresponder is right for your health coaching business? There are dozens to choose from, just make sure the price and the tools fit your needs. Here are some of the top picks for small-to-medium sized companies:
- Constant Contact
To sum it up…
It’s easy to grow your business as a health coach (and secure more clients) using autoresponder software. Sending the right content to the right people at the right time allows you to automatically nurture your relationship with your leads so that when they’re ready to hire a health coach, you’ll be the first one they call.
Here’s a list of our marketing series posts in order:
- Two Essential Questions You Must Address Before Developing Your Health Coaching Marketing Plan
- How to Use Inbound Marketing to Win Clients
- How to Build an Irresistible Health Coaching Website
- How to Generate Traffic for Your Health Coaching Website
- How to Use Content Marketing to Gain Clients
- 3 Simple Steps for Converting Web Traffic Into Leads
- How to Use Email Autoresponders to Convert Leads Into Clients While You Sleep
- How (and Where) to Hire Freelance Writers, Designers, and Tech Support
- 8 Tactics for Closing the Sale on Your Next Discovery Call
- How to Delight Clients and Keep Them Coming Back for More
- PHCI Marketing Glossary: 43 Essential Marketing Terms for Health Coaches
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Discover What You’ll Learn in the Primal Health Coach Coursework
In this digital guidebook, we cover:
- How the Primal Health Coach online program works
- What to expect from and how to use the online student center
- Exactly what you’ll learn in each of the 20 chapters
- The exams, and how to pass them
- Our library of multimedia educational resources
- The business tools we provide and the skills you’ll learn