Welcome back to the #LetsBlogforBusiness series!
In this 3 part series, #LetsBlogforBusiness, I’m sharing my step by step process that will allow you to start writing a successful blog for your business, from scratch. This will grow your audience, email list and ultimately increase income for your business.
Today, I’ll be sharing each step you should take to build a trusting relationship with your new subscribers and turn your subscribers into loyal clients.
Before you get started, make sure you download your Sales Funnel Workbook. This final workbook in the series includes an 8-part email template to help you get started with your sales funnel and a list of tools & resources to help you automate the system. Click here to download your Sales Funnel Workbook.
If you missed the previous blog posts of this series, I highly recommend reading these first:
So you’ve written an awesome blog post and you’ve been putting all your effort into promoting your new blog to the world. Your mail list is growing and your audience is getting great value from your blog and content upgrade – which is great!
But one of the biggest problems people have is not having a plan to turn their new subscribers into paying clients and loyal customers.
Or worse… many people focus solely on growing their own Facebook group or building followers on social media platforms and forget about their mail list.
As a business owner, your mail list is one of the biggest assets you have in your business.
You don’t own your members in your Facebook group. If Facebook decides to stop the group feature in Facebook, your members could potentially disappear overnight. This applies to other social media platforms too. Scary right? You have spent so much time and energy growing your social media followers, but with one flick of the finger, your followers could disappear overnight. This is probably unlikely, but what is to stop Facebook from charging for group hosting? Why take the risk?
On the other hand, your mail list is yours. People are on your mail list because they want to hear from you, learn from you and buy from you (well, if you do it correctly!).
So in this post I will showing you how to create a ‘sales funnel’, to help convert your list into money!
But hey, what the heck is a ‘sales funnel’?
Picture an ordinary funnel. It is basically that!
There are both different ways and different reasons for you to create a sales funnel, but in this post we will be talking about creating a sales funnel for your new blog post.
STEP 1: ATTRACT THE PROSPECT
Your sales funnel starts when people opt-in to your content upgrade. Therefore it is important to make sure that your blog post and content upgrade is relevant to your overall sales funnel and end product or service that would attract your ideal client or customer.
We talked about identifying the topic and purpose of the blog post before you start to write in the first blog in this series, “How to write a successful blog for your business”?
This is really important because you want to make sure that you are attracting the right type of audience for the particular product or service you are selling in the sales funnel.
Your overall strategy should look like this:
STEP 2: DEVELOP A RELATIONSHIP WITH YOUR NEW SUBSCRIBERS
When people opted-in to your content upgrade, your new subscriber is added to an automatic email sequence, which is your ‘sales funnel’.
I highly recommend signing up with either ConvertKit* or Active Campaign* as they have a great automation feature that will allow you to create an automatic email sequence and will save your time massively. I know that many newbies will have a MailChimp account but I don’t recommend MailChimp as they have limited automation features.
So, what sort of emails should you be sending out straight after people signed up for your content upgrade?
YOUR INDOCTRINATION EMAIL SEQUENCE:
I recommend creating an ‘indoctrination’ email sequence. It’s a weird word, but basically it refers to the action of building your relationship and trust with your audience.
This is the first part of your sales funnel. It’s an email sequence that consists of 2-3 emails that your new subscribers receive when they sign up for content upgrade. This is your opportunity to build trust and your relationship with your new subscribers.
Ready to create your first indoctrination email sequence? If you want a template to get started, click the image below and download your free template!
EMAIL 1: TO BE SENT OUT IMMEDIATELY AFTER PEOPLE HAVE OPTED-IN
The Welcome Email: The purpose of this email is to deliver your content upgrade and a brief introduction of who you are and how you can help them. You will also want to let them know how often they can expect to hear from you and what they can expect to receive over the next few days.
As a call to action, I suggest adding a P.S. “Hit reply if you have a question” or “Hit reply to let me know what you think of the <insert content upgrade name>” to get some engagement. I personally love it when I receive emails from my subscribers!
EMAIL 2: TO BE SENT OUT 1-2 DAYS AFTER EMAIL 1
Your Story: The purpose of this email is to connect with your new subscribers at a personal level by telling your personal story, journey and turning point. Tell them your story in a way that will help them relate to you by sharing your struggles or the problems you used to face and how you overcame them. Make sure this is relevant to the service or products you now deliver, but do not try to sell anything.
If you have any relevant blog posts or freebies, I highly recommend adding links to these in this email. But not to worry if you are just getting started and don’t have any relevant content. You could add a link for them to join your Facebook group or any other social media platform you may have.
DO’S & DON’TS
Be you! Show your personality and let your uniqueness shine.
Share your values, beliefs and what you stand for.
Be vulnerable and relatable. Show your new subscribers that you understand them and make them feel that they are in the safe place.
Pitch your service or product right away.
Offer a free discovery call or free session (or clarity call, strategy call… whatever you call it).
Be salesy or sleazy
STEP 3: VALUE VALUE VALUE….
It's time to nurture your relationship with your new subscribers by providing value, value, value... and more value!
YOUR VALUE EMAIL SEQUENCE:
This is the second part of your sales funnel. It’s an email sequence that consists of 2-3 emails that people receive after they’ve gone through their indoctrination email sequence.
This is your opportunity to build further trusting relationship with your subscribers, share more valuable content and position yourself as an expert.
EMAIL 3: TO BE SENT OUT 2-3 DAYS AFTER EMAIL 2
Build the ‘know, like and trust’: The purpose of this email is to build trust with your new subscribers. Share some valuable tips or advice related to the blog topic but wasn’t mentioned in the post – the content of this email should be something you never share anywhere else so it’s not repeated content.
EMAIL 4: TO BE SENT OUT 2-3 DAYS AFTER EMAIL 3
Position yourself as an expert: The purpose of this email is to share more valuable tips & advice and to tell your audience why they should believe what you have to say. Why you are different from other competitors? What can they learn from you that they can’t learn anywhere else? Share your unique gifts, skills, talent and knowledge!
EMAIL 5: TO BE SENT OUT 2-3 DAYS AFTER EMAIL 4
Shift their mindset: The purpose of this email is to shift your reader’s mindset around any objections or misconception around your service or product – but still focused on a topic. Remember, you are not pitching your service or products in this email. You are simply using this email to overcome any objections or misconception they may have that could hold them back from taking action.
You can of course send more value emails than mentioned above, but make sure you keep your subscribers engaged and are not repeating the same content that you shared somewhere else. The last thing you want to do is to lose their interest as you want them to get to the end of your sales funnel where you’ll be sharing your awesome service or product!
STEP 4: SELL YOUR OFFER
This is the third and final part of your sales funnel. It’s an email sequence that consists of 3-4 emails and this is your opportunity to share your offer, social proof and shift their mindset along with more valuable content.
EMAIL 6: TO BE SENT OUT 1-2 DAYS AFTER EMAIL 5
Introduce your offer: The purpose of this email is to introduce your service or product. It’s basically a mini sales page J Start with your story and then share your offer focusing on the benefits of your service or product.
I highly recommend adding some kind of ‘first action’ bonus. This is basically a limited time offer that they can get if they sign up in the next XX hours / days.
Then add a call to action to either book a ‘discovery call’ with you or a link to a sales page/payment page for your product.
EMAIL 7: TO BE SENT OUT 1 DAY AFTER EMAIL 6
Social proof: Share case studies of your past clients or students. You want to make your subscribers feel that they can achieve success too, if they take action.
If you don’t have any case studies yet, you could break down any misconception they might have about the topic and/or objections they might have.
Remind them about the limited time offer and add a call to action.
EMAIL 8: TO BE SENT OUT 1 DAY AFTER EMAIL 7
Final reminder: This is final reminder about your offer and bonus. Start with your ideal client’s pain point and then share your personal journey about why they need to take action now and how your service or product will help them achieve their goals. Add a stronger call to action in this email.
If you are planning to run a limited time offer, I highly recommend using Deadline Funnel* (a monthly subscription fee applies). This provides an evergreen countdown timer. You can embed the countdown timer in the email and set up the trigger to start the timer when the person receives an email. The trigger will need to be set up within your email service provider where you set up the automation for your email sequence.
Scarcity is a great way to get people to take action and buy your products. There is a great article about scarcity by SumoMe.
STEP 5: SUBJECT LINES
Now, I didn’t mention subject lines above as I mentioned them in the previous post. Your subject line is VERY important. Read my previous post where I explain how to create a powerful subject line and start brainstorming 2 subject lines for each email in the sequence.
STEP 6: TWEAKING YOUR EMAILS AND SUBJECT LINES
What if no one buys your offer after going through your email sequence?
You’ll want to keep a close eye on open and clickthrough rates for the entire email sequence.
But hey, what are the good open and clickthrough rates? Mailchimp publish monthly updates of their Email Marketing Benchmark (last updated 1 February 2017). The article shares the average email campaign stats of MailChimp customers by industry and by company size – which is a very interesting read!
I would say if I get anything between 30-50% open rates and 2-3% clickthrough, I’m pretty happy :) However, this stats excludes the first email (the welcome email) as you should get close to 100% open rates and clickthrough rates for your first email as this email delivers the content upgrade your new subscribers asked for!
If you are getting less than 50% open rates on your value email sequence, it’s probably something to do with the subject line, therefore I suggest tweaking your subject lines if this happens.
If you are getting less than 3% clickthrough on your sales email sequence (e.g. no one is booking discovery call or purchasing your products), it could be something to do with the content you are sharing in the email or your sales pitch. I suggest tweaking your content in the value email sequence and your pitch in the sales email sequence.
When you tweak the subject lines and email content make the changes directly in your email template on your email service provider (such as Active Campaign or Convertkit) where you have set up your automated email sequence. This will mean that the next person to enter your sales funnel will be hit with your new improved subject line or email content!
NOW LET’S CREATE YOUR AWESOME SALES FUNNEL AND START GENERATING MORE INCOME!
Download your Sales Funnel Workbook by clicking the image below. This final workbook in the series includes an 8-part email template to help you get started with your sales funnel and a list of tools & resources to help you automate the system.
Click the image below to download your Sales Funnel Workbook.
HAPPY SELLING MY FRIEND!
Phew! I can’t believe that this #LetsBlogforBusiness series is coming to the end. I had so much fun writing this series and I hope you found them super useful too!
To recap, here are the links to all the blog posts in this series:
3. How to make more sales from your powerful mail list (this blog post!)
As always, if you have any questions on the content marketing strategy covered in this series, just type in your question in the comment box below and I’ll get back to you!
*Please note that any links marked by an asterisk (*) are affiliate links and I may earn a commission if you click them and make a purchase (at no cost to you).