your newsletter - Mighty Little Web Shop

Refresh (or kickoff ) your newsletter
and grow your client list
Heather Cox
Heather @ MightyLittleWebShop.com
MightyLittleWebShop.com/hercorner
@MightyWebShop
facebook.com/mightylittlewebshop
Phone: (240) 221-3260
1
Set strategy
and project goals
2
Define your
business goals
4
Define your
perfect prospect
Define your
audience
Stay a few newsletters
ahead of the game
3
Write the
articles
5
Open a MailChimp
account and create
your template
Link MailChimp
to website
8
Share bits of content
in many places
Reuse and
Recycle
Answer questions, share
expertise, add value
Brainstorm
topics
6
Attract visitors to your
website and engage them
Post your
newsletter
7
Include a conversion
and track your metrics
Track your
progress
SLIDE 2
MightyLittleWebShop.com (301) 943-1415
SLIDE 3
1
Define your
business goals
What are you selling, and to who?
•• Work hard to define your unique offering
•• Find the intersection between how you deliver
great value, and a need in the market.
•• Is your goal to stay top of mind?
•• Is your goal is to sell into a workshop?
•• Is your goal to convey your value/expertise?
•• Clearly define your business goal before diving
into a newsletter campaign!
•• Revaluate engagement regularly.
MightyLittleWebShop.com (301) 943-1415
SLIDE 4
2
Define your
audience
Who are you trying to connect with?
•• Who are you targeting in your newsletter?
•• What are their pain points?
•• How can you tell a story about how you helped a
similar client?
•• How can you write a newsletter that they look
forward to reading every week?
•• What are they most interested in, that you can help
with?
MightyLittleWebShop.com (301) 943-1415
SLIDE 5
3
Brainstorm
topics
Topics of interest to prospects
•• Set aside some time to put your feet up and think
•• Capture your ideas somewhere (evernote?)
•• As ideas crystallize, create/name a Word Doc
•• Use a content calendar to plan your posts
•• Or simply name and date each Word doc
MightyLittleWebShop.com (301) 943-1415
SLIDE 6
4
Write the
articles
Stay ahead and proofread
•• Consider the topic (and the entire newsletter)
against the business goals. Eliminate fluff.
•• Consider the content relative to your core values.
Is it on brand?
•• Consider whether your audience will find value.
•• Is there a clear call to action?
MightyLittleWebShop.com (301) 943-1415
SLIDE 7
5
Link MailChimp
to website
Link to MailChimp
•• Open an account at an ESP, and create a list
•• Consider what information to collect, and how to
write your opt in box.
•• Write all of the parts of your sequence
MightyLittleWebShop.com (301) 943-1415
SLIDE 8
Slide Title
•• Slide Content
••
Lead capture on my website
MightyLittleWebShop.com (301) 943-1415
Posting your first newsletter
•• Slide Content
Redirect page on my website
••
after subscriber hits “subscribe”
SLIDE 9
MightyLittleWebShop.com (301) 943-1415
SLIDE 10
Slide Title
•• Slide Content
••
Double opt-in email from Mail Chimp
MightyLittleWebShop.com (301) 943-1415
SLIDE 11
Redirect
•• New email opt
in goespage
hereto my website
after subscriber double-opts in
••
conditional
message
MightyLittleWebShop.com (301) 943-1415
this automation
Slide Title And
is triggered:
•• Slide Content
••
A very warm welcome letter
One of my strongest newsletters
(i want to control the first newsletter they get,
before they arrive in the normal newsletter flow)
I want to check in with them
SLIDE 12
MightyLittleWebShop.com (301) 943-1415
Slide Title
•• Slide Content
Welcome email in sequence for confirmed
•• subscriber: goes out immediately
conditional field
My direct email
SLIDE 13
MightyLittleWebShop.com (301) 943-1415
Slide Title
•• Slide
FirstContent
article in newsletter, always goes out
•• on the first weekday to all new subscribers
SLIDE 14
MightyLittleWebShop.com (301) 943-1415
Slide Title
Personal check-in, after 2 weeks.
•• Slide Content
••
SLIDE 15
MightyLittleWebShop.com (301) 943-1415
7
Track your
progress
metrics at
MailChimp
Tracking your progress
•• Slide Content
••
SLIDE 16
MightyLittleWebShop.com (301) 943-1415
SLIDE 17
Newsletter List building strategies
•• email marketing is permission based. Require a
doubl-opt-in
•• Personally I would rather have a great, small list
than a big just-OK list
•• Signup sheets/business card “bowls” at events
•• warm follow up emails after meeting someone new
•• mention newsletter in your email signature
•• signup box on every page of your website
•• popup? special report? tools and resources...
•• I unsubscribe people who haven’t opened an email
in 6 months
MightyLittleWebShop.com (301) 943-1415
SLIDE 18
6
Post your
newsletter
Now for the actual newsletter!
•• Try to stay a few newsletters ahead
•• Be sure to build in time to edit/proofread
•• Design vs. no design.
•• Think about your favorite newsletters
•• Timing and consistency
•• IMO it’s better to skip a week then to send fluff
MightyLittleWebShop.com (301) 943-1415
Slide Title
•• Slide Content
••
SLIDE 19
MightyLittleWebShop.com (301) 943-1415
8
Reuse and
Recycle
Reusing and recycling
•• Create a series
•• Update and guest post on other lists
•• Post newsletter to LinkedIn
SLIDE 20
Refresh (or kickoff ) your newsletter
and grow your client list
Heather Cox
Heather @ MightyLittleWebShop.com
MightyLittleWebShop.com/hercorner
@MightyWebShop
facebook.com/mightylittlewebshop
Phone: (240) 221-3260