Grab a paper and pen (or better yet, your Colorvale Planner) because I’m about to drop some serious information into your hands!
But before you get your skivvies in a twist, know that the work you do here will continue to benefit you without effort later.
Best of all?
It’s not too difficult, fairly easy to implement if you are willing to get busy, & it will definitely grow your business.
But first, in order for you to benefit from email marketing, you must know what it is & how to leverage it.
That’s what I’m here for.
To teach you.
Everything I know about building a business.
And being successful.
So are you ready?
Like, really ready to blow the pants off this email marketing?!
Then let’s begin!
EMAIL MARKETING – WHAT IS IT?
If you’ve visited a website at all, ever, you’ve probably encountered a sign-up or opt-in form for their newsletter.
What you may not know though is that this same marketing technique can work for you and your photography business too.
But before we get too deep into things, first I want to explain what an opt-in form is, what a lead magnet is, & what an email sequence is.
What is an opt-in form? An opt-in form is a form that is created for people visiting your site to sign up for a newsletter, or better yet, a free download. This opt-in captures email addresses of visitors and puts them into an email sequence.
What is a lead magnet? A lead magnet is a piece of the pie that your readers want. It’s what you give them for signing up with you. It’s the very informative piece of information they seek & provide their email in return for it.
Lead magnets can be in the form of a download (pdf) or text sent immediately after subscribing to your opt-in form. They are something that you will create for your opt-in form & deliver in your email sequence.
What is an email sequence? An email sequence is pre-written emails that automatically go out in a cadence of once a week (or other timely manner that you determine). This sequence should be informative and helpful to your prospective clients.
The benefit? The client gets solutions from you in the form of an email and you get the email contact. Win/Win!
Think about it: someone visits your site but they aren’t ready to take the plunge & call you or book with you. Maybe they needed a little bit of handholding before making the big decision, or had some other hesitation.
Regardless, without capturing their email address you may never hear from them again.
By providing them an opt-in with a lead magnet such as “sign up to receive our top 10 tips for planning your wedding” they are getting instant help from you. You immediately become a solution to their problem, and they will quickly start to see you as a benefit.
Then as the weeks go on you will start to auto-generate a sequence of emails that will also help educate, but slowly start to soft sell and then eventually hard sell your services to them.
If the other photographers they checked out aren’t doing this, guess what? Out of site, out of mind. The more relevant you can stay to a potential client, the more likely they are to book you.
Not only that, but if you present yourself as the helpful, trustworthy person that you are, they’ll feel more comfortable with you than they will with any of the competition.
And you’re a business owner yourself; what type of vendors do you want to work with? Ones that you can trust and you feel comfortable with.
Your potential clients feel the same way. So your goal with your email marketing is to help your potential clients get to know you and feel comfortable with you, and learn to trust you as a person and a professional.
At this point you’re probably thinking ‘ok this is all well and good, but ideally I want to book clients too and not just help them.’
We completely agree. The goal with email marketing is to do both.
We’ll teach you exactly how to:
- Find the topics your potential clients are dying to read about
- Create a lead magnet
- Create an email sequence
- Create a landing page