When we did the Web Care Consultant Survey, I was excited to learn something about folks who offer this service.
First of all, many of you are very successful, and you don’t all do the same thing to be successful.
Some have done a great job of gathering leads from various methods.
To be honest, I would love to explore the various ways you all have had success as a web care consultant. That would make for an awesome e-book.
One thing I noticed, however, is the number of web care consultants who didn’t have or use an email newsletter.
Fast forward to the end of August in 2022, lots of things have changed.
For example, I have no idea what I’m doing anymore inside the Facebook page dashboard. Anyone else?
Various social media ads are coming up short, and leads have become harder to attain. The reach of social media seems to be declining, which puts much more emphasis on the need for a website and an email list. In fact, Ryan Waterbury and I talked about that with the death of cookie marketing on an episode of Messaging Matters.
When I talk to a business owner, I’m surprised how many have never thought about having an email newsletter, even though they can get a free account at MailChimp fairly easily.
Today, I want to talk about how you can create and manage email newsletters as a web care consultant.
For our discussion, we are going to throw out complex things like funnels, automations, segmentation and focus on more basic elements.
If you are ready to start an email newsletter, this might be the time to start. The last quarter of any year often brings momentum and goodwill towards our vendors.
Three things to pay attention
Before we get started with acquiring emails for your list and types of emails, I want to mention three things you should pay attention to.
First, be human. No one wants emails that seem robotic. The most egregious tactic is using “no-reply” for the From of your email.
There are so many reasons this is bad, but let’s start with the fact that people cannot reply to your team that way.
Perhaps you don’t want them too, but that goes back to being human and communicating with your list.
Second, be consistent. Be consistent!
As a service provider, you don’t have to do daily or weekly, but consistency is definitely something you should strive for. Find a rhythm that works for you and your team and stick to it. I personally think it should be once a month at least.
The last thing you want to do is sign someone up to your list and then, nine months later, send your first email about a sale or something.
Be consistent.
Finally, be relevant.
Your list will probably want to know about things in your sphere of expertise that will help them with their business. You may also talk about things like the latest conference you went to or a trip your team took. Just keep it relevant.
Don’t suddenly talk about Shakespeare unless that is part of your ongoing schtick.
How do you get emails on your list?
Where does the email address come from? If you are just starting, this might be something you are wondering.
There are dozens of articles on how to get folks to sign up to your list.
First and foremost, do not be tempted to buy a list. It doesn’t work, and you might get a bad list which kills your deliverability rate.
One thing you may not think of is actually adding your current clients to your email list.
CAN-SPAM Act: A Compliance Guide for Business
Candid answers to CAN-SPAM questions
Now, if you are a bit torn about adding them directly, send them an email and ask. They will likely say, “yes,” especially if you explain you will send regular updates about website security.
Another option is to create a check mark on your form to have anyone who books a call with you added to your email list.
Consider it part of your regular communication with your client, and tag them in a group as customers. You might also see if they want regular marketing emails.
Now, you have a start.
How many customers do you have on your web care plans? Do you have 50? 150? 300? There is a start right there.
Some countries have more strict laws for permission than others. Make sure you follow your company’s privacy laws.
If you are going to error, error on the side of permission. However, don’t let that dissuade you from adding them to your email list! Ask their permission, get the yes, add them, and get started.
What’s next? Now that you have a base list to build, you can begin getting emails elsewhere on your website.
As a web care consultant, you can add a sign-up form on your site and explain you will send tips and info about website care, security, and marketing. Besides forms you place on your site, create a lone sign up page you can share on social media, your email signature and anywhere you need.
Many will sign up based on that, especially if they are considering you as their service provider.
Should you do a lead magnet? Sure, why not?
If you do a lead magnet, make it a “quick win” such as a checklist or a quick video. Give them something that helps them accomplish something quickly and doesn’t take days to implement.
So, there are three ways to get started adding emails to your list: Add your customers (with permission); set a sign up form and page; create a lead magnet.
What kinds of emails do I send?
There is no reason for you to take a course in email copywriting here. I am not recommending some complex system for the format of sending emails. I have three recommended formats that I have seen work well for those in the web care consultant business.
Curated info about security and marketing
I think this is a “no-brainer.” I would say half the time you should send an email like this format. You are the expert here, and you are informing your customers and future customers what is going on in your industry.
Simply add your two cents and link to the article.
Don’t overwhelm your list with 10 links or more. I would say keep it to a maximum of 5 links if possible. What are the pressing issues and what are “hot off the presses” in your industry? Explain why it matters to their website very simply and add the link for them to read more.
One of my favorite examples of this type of format comes from Mad Cow Web Design. As you can see, Jason, the owner, does a great job of being consistent (Monthly), being human, and relevant.
Here is an example from their latest issue.
Single topic teaching lessons
Single topic teaching lesson emails are something I like to do. It can be fun if you have a single lesson to talk about.
Here you introduce the topic with a quick anecdote or story. Then you lead into the topic and give them some solid teaching. At the end, you follow up with a call to action.
This kind of format works well when you want to focus on one topic and you really want to get drive this lesson home to your list.
You can see my latest email here.
Latest content/article
This format is another format that can be used regularly. Have you created a piece of content, a new blog post? Did you create a video? Have you been on a podcast or a livestream? Did you create some kind of downloadable content?
Simply talk about the benefit of the content and add a call to action for those on your list to view. It further drives home you as the expert to your list.
Regularly have calls to action that ask them to contact you to get started with a project, service, or product. These emails will nurture those on your list and at some point, they will be ready to work with you.
The team at Grow and Convert does this. As you can see below, they are introducing a new video training. They give you the tl;dr and tell you why you should watch the video.
Wrapping it up
Do you have an email newsletter for your web care business? Share it with everyone in the MainWP Users Facebook Group.
Have you started an email newsletter for your web care business yet? No? What are you waiting for?
Let me quote one of my all-time favorite American philosophers, Sammy Hagar,
Don’t wanna wait til tomorrow
Why put it off another day?
One more walk through problems
Built up, and stand in our way, ah
Right now is the time to start!
