(This is a guest post by Nathalie Lussier).
You’re an amazing coach. You get results for your clients, and you’re clear that having an email list is going to help you fill your roster. It’s also going to help you shift gears into group coaching programs or digital products.
Having an ever growing list of subscribers who raised their hand and want to know more about your offerings is the closest thing to ice cream sundaes for breakfast.
But the missing piece for many coaches who are diving into the content marketing and digital strategy realm is this: how to turn visitors into fans and subscribers, and then customers?
Here’s where the 5 steps come in.
1. Getting Traffic In The First Place
There is no shortage of options where getting traffic is concerned. You may have heard about guest blogging, optimizing your website for the search engines, joint ventures, conventional press and media, webinars, advertising, and a ton of other tactics along the way.
You want to know what works best? It really comes down to testing different ideas out for your market, brand, and skill set. Some people love to write and becoming a guest contributor on someone else’s blog is going to lead to a slew of hot new visitors.
Another person might prefer to talk and decide to create a podcast that drives people back to their website. Or if starting a podcast sounds daunting, maybe it’s just asking to be interviewed on someone else’s podcast instead.
I recommend getting good at generating traffic by testing out just one or two methods, mastering it, and only then moving onto the next shiny object of traffic generation. If you want to master SEO, then just focus on SEO for a few months. If you want to master Facebook ads or Pinterest, then just focus on that and get really good at it before you move on.
2. Having An Opt-in Offer That Converts
Now that you have a strategy for getting good at generating traffic to your website, it’s time to make sure that people have something worth visiting. That means putting together an irresistible opt-in offer, and giving something valuable away in exchange for someone’s name and email.
I like to recommend people get a little creative with this one, because no one is going to give you their email if you just ask them to join your newsletter.
You need to make it worth their while, and their attention. So think about what your ideal coaching clients could really benefit from, or want resolved, before they were to work with you.
It could be something as simple as “10 things you need to know before you hire a life coach”, which is super specific and will bring in all the people who are considering hiring a coach. You could also focus in on a specific problem that many of your clients have, or answer some of the most common questions people ask before they work with you.
Package these ideas up into an audio, video, or PDF and you’ve got an opt-in offer that people will want to say yes to!
3. Tracking Your Results
One of the biggest mistakes I see coaches make when they’re first getting online is that they don’t track their metrics. It’s so easy to set up Google Analytics (and free!) but I often find that it ends up last on the to-do list.
I get it! But if you don’t have Google Analytics installed to track where your visitors or coming from, and what they’re doing once they get to your website, then you’re missing out on a ton of useful and profitable information.
One super important tip is to set up what’s called a “goal” in Google Analytics. A goal can be anything from someone filling out your contact form to ask about your coaching, to opting into your email list, or buying something directly from your site.
You definitely want to set up a goal for your email opt-in, to start tracking how many visitors turn into subscribers.
Now you might be thinking that you already know how many new subscribers you have by looking at the stats inside your email marketing service dashboard, but what Google Analytics tells you is where the people who signed up came from… and it allows you to compare different sources of traffic.
Can you imagine knowing that 10% of your new subscribers came from LinkedIn, and 70% came from Facebook… and in this hypothetical scenario you’re currently spending 80% of your time on LinkedIn? Would that make you re-evaluate where you spend your efforts? I think so!
4. Having A Follow-Up Sequence Via Email
Now that people are joining your list, it’s time to follow up with them on a regular basis with your newsletter. But you can also use the first few days and weeks after someone joins your list to educate them about your services and products.
I highly recommend writing out a few emails, that you can set up to go out automatically a few days apart, that explain your philosophy, the story of how you got started as a coach, and also how they can start to work with you.
Which leads me to…
5. Asking For The Sale & Repeating The Process
In those last few emails of your auto responder sequence, it’s really smart to include a strong call to action that asks people to get in touch about working together.
Depending on your client intake process you could send people directly to a sales or scheduling page. When you do this type of automated marketing, you’ll start to see that you can get new client inquiries on a regular basis. Then to fill your roster you just need to send more traffic to your website… and the rest takes care of itself.
One bonus tip is to ask people who just joined your list to share your website or opt-in offer on social media, either right after they opt-in or in your email sequence after they’ve enjoyed some of your content.
Nathalie Lussier is an award-winning entrepreneur and expert who specializes in smart digital strategy with heart. She’s the creator of the popular free 30 Day List Building Challenges, which will walk you through how to grow your list more in the next 30 days than you have in the last 3 months… click here to sign up, it’s free!