In an ideal world, clients would just come your way through word-of-mouth and referrals – and you wouldn’t have to spend a dime on marketing.
In the real world, though, you know that’s simply not the case.
That said, generous marketing budgets are probably a thing of the past as a solo consultant; something you said good-bye to when you jumped ship and went out on your own. As a result, you need to be careful about where you spend your dollars; after all, you’ve got bills to pay and new technology to invest in – all on a variable income.
So when it comes to marketing, where can you get the most bang for your buck?
One tactic is email marketing. In fact, according to the Direct Marketers Association, the ROI for email marketing was $40.56 for every $1 spent in 2011. What’s more is that 59% of B2B marketers say email is the most effective channel in generating revenue for them.
So how does email marketing yield such a high return?
1. It keeps you top-of-mind.
Imagine this scenario: You’ve been sending useful, free information to a prospect or past client on a consistent basis. Now they have a need for services like yours. Whom do you think they’re going to call? Email marketing can keep you foremost in a prospect’s mind, so they’ll think of you when they’re ready to buy.
2. It positions you as an expert.
Email marketing is a great way to demonstrate the value you deliver. You can use it to talk about problems you helped clients solve, solutions you provided, trends you’ve noticed, and advice on saving time or money. It gives you credibility and helps build trust so that when a prospect is in need of your expertise, they feel comfortable and confident contacting you.
3. It can be used to generate leads.
When you share a particularly useful tip or piece of advice, people in your audience will naturally want to share it with their network, especially if they know someone who has a need for your services. All they have to do is click the “forward” or “share” button to do so; it’s easy for them and could serve as a great source of leads for you.
4. It drives traffic to your website.
Getting traffic to your website is one thing; getting qualified traffic to your site is a whole different ball game. And email marketing can help you do the latter. For instance, you can intrigue readers with a startling fact or statistic in an email newsletter and point them back to your website for more information on the topic. There, they should hopefully find the information they need – along with case studies, testimonials, and information for contacting you.
When done right, email marketing is one of the best marketing tactics you can employ. You can keep relationships growing and stay on the prospect’s mind. The benefit? When they’re ready to buy, they’ll turn to your consulting practice first.