A few weeks back a reader asked: Where should consultants start with marketing automation? I wanted to take a second to answer this.
Here’s the challenge consultants face: working to relationships based business. You want to be efficient without being robotic. How can you put systems in place that make you more effective without turning clients off?
Most of the times, I find it beneficial. It shows you put thought into having systems in place. It makes you look professional. As long as you aren’t being spammy, putting automation systems in place is a pure win.
Here are a couple of projects that you could knock out on a slow day. Something that won’t take a lot of time but will give you a long-term benefit.
#1. Build a post-engagement follow-up campaign.
Set up a campaign to send emails over the weeks and months after a successful engagement. That way you can automate asking the client for referrals, testimonials & case studies. If you want to be more personal, another option is to use a tool that sends reminders to you instead of them. That way, you could write a personalized one-off email instead of a canned response.
#2. Build a course to show off your expertise.
This is something I’m working on right now. I aim to launch the Marketing Automation Crash Course soon. It will provide more lessons about using technical solutions to make your marketing more profitable. You can put together a set of 5 to 10 lessons based on your expertise to educate potential clients. Two options here or to go wide or go specific. You could write a crash course to give an overview of your expertise, or about one specific strategy. For example, I’ve also considered doing a course just on analytics or specific campaigns.
#3. Automate your onboarding process.
Write a brief document you can give clients at the beginning of projects. One that clarifies how you’ll work together. Then, set up a system to email it to them. This could be an email automation tool like Drip, an email template tool like MixMax.
#4. An evergreen newsletter.
Build a system to keep in touch with clients on a regular basis without repeated drudgery. Take some of your best work and set up an automation it sends it to new subscribers weekly. Everyone gets the same welcome experience, sees your best work. And you don’t have to put up new work each week.
If you have any questions, feel free to ask in the comments below, I’d be more than happy to answer them!
I hate playing the back-and-forth “what times works for you?” game when it comes time to book a meeting. As a one-person shop, I’d rather spend my time providing value to clients and taking care of more important matters than spend time negotiating appointment times.
I use Calendly to make booking appointments easier. I can send people a link to my calendar, and they can pick a time that works for them. This technique also gives off an air of professionalism when dealing with potential clients.
A prospect requesting 1-on-1 time is a huge buying signal. As a consultant, these are the people that I want on my mailing list.
It would be awkward to ask the person you are meeting with to join a mailing list, so instead I combine a Drip opt-in form with my Calendly. Doing so allows me to create “Book an appointment with me” opt-ins on my site.
If you are using Drip for your marketing automation, you might want to change the copy on the “Confirm Your Subscription” Link that gets sent when people fill out a form. This link is an important call-to-action, and this little piece of text can have a big impact on your subscription conversion rate. Drip doesn’t make it clear how to change this copy, but it is possible.