Using Email Marketing to Grow Your Coaching Business
Social media marketing is great for coaches. It can really feel like you have a natural back-and-forth dialogue with your followers...but there's one problem. You don't own your follower lists.
Don't get me wrong, I love social media for coaches, and you should absolutely keep your profiles going if they're working for you. But it's important to think about building an email list as well. (You can even use your social media pages to get email subscribers!)
As a coach, email marketing can help you:
Increase enrollment in free and paid group courses
Boost attendance at webinars or events
Get new individual coaching clients
Sell tools, kits, and eBooks that supplement your coaching business
Launch or grow a coaching membership offering
It also ensures you'll always have a way to reach your followers, even if something happens to your social media platform of choice.
Send a Variety of Email Marketing Messages
Because you can structure your emails any way you'd like, it's a great way to give your email subscribers a better idea of what it's like to work with you. You can include a lot more information in an email than you can in a social media post.
The trick here is to strike a nice balance between strictly informative content, and emails that nudge subscribers toward enrolling in a course or purchasing something. You don't want every email to be a push for a product or service, but, also, we aren't out here doing this for our health, are we?
A healthy mix of email marketing messages might include:
Inbox-based mini courses (you might offer these for free as a lead magnet to get new subscribers)
Check-in messages for the attendees/enrollees of a previous free course or event
Links to new posts on your blog
Announcements about (or discounts on) new coaching programs
Success stories and testimonials from other clients
Use Email Sequences and Automations
Now, if you've reached this point and are shaking your head while thinking "Kayla, I'm not an email marketer! I can't spend all my time on email!" I hear you. You won't need to.
Seriously! The really lovely thing about email is that you can make each message feel personalized and perfectly timed, without working on it every day. All major email marketing software platforms (Mailchimp, Convertkit, etc.) have tools to help you automate your work, including:
Sign-up forms that assign new subscribers into segments
Welcome email sequences (a series of emails that introduce new subscribers to your coaching business)
Funnel builders
Autoresponders
You use these email marketing tools to move subscribers through workflows. Let's say someone from your Facebook Group signs up for your email list. They might move through an automated flow like this:
Setting up every sequence can be time-intensive, but once it's ready to go, it runs on autopilot.
Email Marketing Help for Coaches
You're already great at what you do — you don't need to become an email pro, too. The Shawley Marketing team is experienced in creating effective email marketing strategies and workflows for coaches. Whether you'd like to chat about your existing email strategy or want to have someone completely handle it for you, we can help. Our email marketing services for coaches include sequence and template setup, monthly email management, and strategy consultations — get in touch to chat about how we can help you.
