Ever feel like you're constantly hustling for clients on social media?
Many coaches and strategists preach using a 1-channel marketing strategy: focusing on one platform and one channel for faster gains. It can work initially, but here's why I KNOW it's a mistake and recommend a different approach: multi-channel marketing.
My Almost-Marketing Disaster
Back in 2020, social media and networking were booming (we were riding the COVID high), so I neglected my long-term channels – both YouTube and blog fell to the wayside. A massive boo boo that left me 'grinding' for clients because...
If I stopped, so did my client stream!
I knew it wasn't sustainable, but things were going so well. Then in 2022, amidst a flurry of shadow bans, outages, and watching A LOT of Facebook accounts get suspended (with no warning or reason) - I got the wake-up call of the shaky position I had put myself in.
With a simple algorithm change, I could have lost everything, including my income (are you in a similar position with your marketing streams? Get out of it!). And I'm the primary income source in our family - so it's not just me at risk. All of a sudden, the golden goose wasn't so golden!
Don't Lose Access to Your Connections
So, in late 22, I sucked up my dislike for email marketing and added a newsletter to my marketing strategy (giving me a client stream I owned). Can you imagine the list I would have today if I had focused on it in 2011 when I first started freelance writing?
Why didn't I do it then? Because I wasn't a fan of email (receiving or writing them!). It's one of the few regrets I have in my business.
The Lesson? Don't be me! Learn from my mistakes and build your email list from the start (or get started now!). While 2011 was the best time to have started my list, the next best time was when I did 2 years ago. And if you haven't, or aren't really using yours, then today is your next best time to start moving your social media connections to your email list.
Streamlining efforts are great, BUT relying solely on one form of marketing or platform means you could lose your ENTIRE client stream in one go.
Instead, I recommend and use a multi-channel approach - with a combination of both short and long term channels, including email and networking, to diversify your client stream.
Now more on why email should be one of them.
Btw, before I forget - come join our first of many monthly...
Connect & Collab Networking Events!
It's all happening 29th of May @ 11 EST/4 UK.
Come connect and collaborate with other kickass service providers and coaches who are making a real difference! Expand your network, share ideas, and build valuable connections – all in a fun and supportive environment.
Now back to email, networking, and multi-channel marketing...
Here's Why I Recommend Making Email an Essential Part of Your Marketing Strategy
Email is a direct line of communication.
Today, it's one of my top marketing channels. Social media will always be at the center of my strategy because where else can you meet and network with so many of your ideal clients or peers in one place? BUT email allows me to nurture and build those relationships – automatically!
AND...
Email the only channel you truly own (assuming you backup your list).
While social media and ALL the other platforms offer incredible reach, you don't truly own your audience on those platforms (find out more in my conversation with ethical marketing queen Yuval Ackerman). They can change their algorithms or shut down your account overnight, leaving you with - NO audience, NO traffic, NO clients, NO income.
Btw, regardless of popular advice, this includes your website (you own the pages and coding but not the land it's hosted on).
Email is different. You build your audience, nurture them, and watch the relationships grow by sharing valuable content that keeps them looking for your next subject line in their inbox.
You can also drive traffic to your other channels – all while building a powerful asset you control. And if a site shuts down? Or a server goes offline? As long as you've backed up your list (I recommend a quarterly backup - put it in your calendar), you can move to another platform and be right back in business.
Does Adding Email Marketing Feel Overwhelming?
Creating consistent content can feel heavy. Here are 3 ways I use to make email marketing manageable:
- Repurpose Existing Content: This newsletter started as a LinkedIn post! I just expanded on it to share more insights on how email can help create a solid client stream in your business.
- Embrace AI: AI tools help me generate content faster. I jot down ideas, feed them into the system with a couple of prompts, and voila – a draft is born. The trick is NOT to lose your voice or personality when it comes to using AI. Which is exactly what I'm talking to Gillian Hill TODAY on LinkedIn Live about. Click here to join the conversation.
- Automated Nurturing: Set up automated email sequences to nurture leads from signup to sale. This frees you to focus on other areas.
See, not so hard!
Ready to move to more sustainable marketing with faster results in your business?
We craft a nurturing funnel in Week 6 of Right Room, Right People that keeps your audience engaged. So, if you're tired of the endless social media chase, having a multi-channel marketing strategy with a strong email foundation can be your answer. My program, "Right Room, Right People," can help you:
- Move from small talk to "how can I serve you?" with confidence.
- See your calendar fill up with qualified leads.
- Enjoy a repeatable marketing strategy that brings in clients while you enjoy summer!
Right Room, Right People is a 6-week program for established online business owners and coaches who want to connect with purpose and unlock leads, clients, and visibility. It focuses on ethical networking, social media, follow-up, and email to turn connections into paying clients.
Limited Spots Available!
Secure your spot for only $1497 and gain access to powerful training, exclusive community support, and proven strategies to turn connections into paying clients and meaningful collaborations.
P.S. Stay tuned for next week's newsletter where I'll share an insider's peek at my multi-channel marketing strategy, including planned future additions.
