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Re-Ignite Your
Audience Planner
Proven strategies to re-engage with your audience &
remind them why they followed you in the first place!
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
1
Hi! I’m Heather Stephens, a Website Designer and
Marketing Strategist, and I help service-based
business owners grow their businesses with
automated marketing systems.
I work one-on-one with clients who have an
established business and want custom, done for
you, website, branding, and marketing funnels. I
also have several downloadable guides and “on demand” training programs for
clients who like to DIY. This is perfect for those who need a way to get online
quickly with an automated marketing system that will grow with their business
as their business grows.
You’ve got in your hands my, “
How to Re-
Ignite Your Audience Planner.
” This training is
part of the “Get Traffic” stage in my Websites
that Convert Blueprint and it will save you
from ever feeling another moment of dread
about reconnecting with your audience.
Without this training, you’ll probably continue
to worry that your leads have forgotten about
you, or they’ll unsubscribe the minute you email them.
With this training, you’ll be able to stop worrying with simple proven strategies
to re-engage with your audience and remind them why they followed. It will
also help you create a plan to stay in touch with your list in the future!
Happy marketing!
:) Heather Stephens
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
2
Copyright 2019 by wise-owl-marketing.com. All rights reserved.
You are welcome to print a copy of this document for your personal use. Other
than that, no part of this publication may be reproduced, stored, or transmitted
in any form or by any means, electronic, mechanical, photocopying, recording,
scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976
United States Copyright Act, without the prior written permission of the author.
Requests to the author and publisher for permission should be addressed to
the following email: wiseowlmktg@gmail.com.
Limit of liability/disclaimer of warranty: While the publisher and author have
used their best efforts in preparing this guide and workbook, they make no
representations or warranties with respect to the accuracy or completeness of
the contents of this document and specifically disclaim any implied expected
results. No warranty may be created or extended by sales representatives,
promoters, or written sales materials. The advice and strategies contained
herein may not be suitable for your situation. You should consult with a
professional where appropriate. Neither the publisher nor author shall be liable
for any loss of profit or any other commercial damages, including but not
limited to special, incidental, consequential, or other damages.
P.S. Some of the links contained herein are affiliate links, meaning that at no
extra cost to you, I may make a commission if you decide to purchase one of
the linked items.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
3
TABLE OF CONTENTS
INTRODUCTION: Don’t give up hope if you disappeared from your email subscribers
4
Exercise: Evaluate your current email practices 6
Step ONE: Renew Your Commitment to Community Building 7
Exercise: Set your email marketing intention. 10
Step TWO: Review Your Current Opt-ins 11
Exercise: Create consistent messaging. 15
Step THREE: Ask Them What They Want and Need 18
Exercise: Create a survey. 19
Step FOUR: Get Personal 22
Exercise: Write a "Here's What I'm Up To" email. 26
Step FIVE: Bring Them Back To Your Blog 27
Exercise: Write a "Here's What's New" email 31
Step SIX: Invite Readers to Connect in Different Ways 33
Exercise: Optimize and create consistent branding across all your platforms. 35
Step SEVEN: Don't Lose Your Momentum 37
Exercise: Plan your autoresponder EMAILS 41
Exercise: Plan the frequency of your emails. 42
Notes: 43
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
4
Introduction: Don’t Give Up Hope If You Disappeared
from Your Email Subscribers
It happens to the best of us: we have great plans and intentions for growing our
businesses and we vow to email our subscribers regularly; but then life and/or
business events get in the way and those awesome plans are forgotten or given
a lower priority. Whatever you do, don’t condemn yourself or consider this an
epic failure. The beauty of being human is we’re allowed to make mistakes and
there’s always a way to start over again.
Yes, if you stop emailing your subscribers you run the risk that they will forget
about you and start deleting your emails when you start writing again. One way
to combat that problem is to create a brand new freebie just for these
subscribers, as a kind of peace offering and to once again show them your
expertise. For some, that freebie will be enough incentive to stay subscribed; for
others, they may unsubscribe after downloading your freebie. Don’t give the
unsubscribes a second thought. They just identified themselves as people who
aren’t interested in what you have to offer and that’s OK! Instead of begging and
pleading for them to come back (and never spend a dime on your services),
move on and attract new followers in your target market.
Another way to win your subscribers’ trust is to be honest and authentic about
why you disappeared. One virtual assistant I know stopped emailing her list for
quite a few months after she had a baby and her oldest child went off to
college, so she was adjusting to a lot of life changes in addition to working on
her client work in between diaper changes. Sometimes life just takes priority
and we adjust the best we can. I don’t think anyone would fault her for not
emailing her list during all of this chaos.
In a perfect world, having a contingency plan for that unexpected chaos would
keep your business running smoothly so it’s worth thinking about having a
budget for outsourcing. A virtual assistant can help you keep up appearances
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
5
during difficult times but making this outsourcing process smooth requires
quite a bit of pre-planning and budgeting.
Marketing your business should never have an end date; it’s a continuous cycle
where you should always have prospects entering your sales funnel and
inquiring about your services and programs. So even if you have to start
nurturing these cold contacts all over again, all is not lost because you will
attract others with your offers and marketing efforts. Going forward – and with
the help of this planner – you will create a process for staying in touch with your
email list and you’ll be excited to make offers instead of dreading what to write.
It’s all in the planning!
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
6
Exercise: Evaluate your current email practices
Answer These Questions About Your Current List
o How big is your current list? (# of subscribers)
o How active is your list?
o Do they open your emails?
o Do they click on links?
o Do they make purchases?
o What is the date of the last email you sent?
o How often did you email prior to that?
o Do you have a lead magnet freebie?
o When was the last time you updated your
freebie?
o Have you ever offered a different freebie, either
a different topic or format?
o Is your freebie still relevant to your target
market?
o Do you know + understand what your target
market needs?
o Do you promote your email list on social media,
on your website, and in blog posts?
o Do you have a list of services, programs, or
affiliate offerings that your subscribers will
benefit from?
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
7
Step One: Renew Your Commitment to Community
Building
When was the last time you reached out to your email subscribers? Was it
yesterday, last week, or last year? When you DID reach out to them, what was
the purpose of the email? Were you trying to promote an affiliate product, tell
them about your latest coaching class, or did you want to share some news that
would help them resolve a problem?
Instead of seeing your email subscribers as simply a way to make money, think
of them as your community; the group of people who look up to you to help
them solve a problem. We’ve all heard “the money is in the list,” right? But who’s
going to spend money with you if they don’t know you? Just because you send
an affiliate link doesn’t mean they will trust you enough to believe your
recommendation. Heck, if they don’t recognize your name, they probably will
report you as a spammer and not even open your email to see the offer. This is
no way to run a business.
Build Relationships, Not a Cash Cow
Email is about making a connection through real relationships and it’s
impossible to have a relationship with someone who disappears for weeks,
months, or years at a time. If you think of your list strictly as a way to make a
buck, that attitude will show through your writing and absolutely no one wants
to be used that way. If this is your plan, you will chase people away instead of
attracting them.
Relationship building requires a commitment on your part to provide
consistent value to your community on a consistent basis. Even if you decide to
email weekly or biweekly, fill that newsletter with valuable tidbits they won’t
find elsewhere. Show your subscribers that you actually care about helping
them instead of just using them for a buck.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
8
How Often to Send Emails
This one question is constantly up for debate but there’s one belief that is
universal: if you don’t email on a regular basis, you run the risk of your audience
not remembering you and thereby deleting your emails without reading. The
debate circles around what’s considered a “regular basis”.
Here’s Our Email Routine:
Here at Wise Owl Marketing, we email a few times a week.
When someone subscribes, they get added to our:
• Monday Marketing Tips: this is a weekly email series that drips helpful
marketing information and freebies.
• Wednesday Website Tips: an email automation that sends out a quick-
actionable tip to help you get better results from your website.
• Friday Blog Posts: we send out an email campaign on Fridays with links
to our latest blog post. We try to publish weekly. Every post on the
Wise
Owl Marketing blog contains helpful marketing or website design tips
and a call to action. Sometimes the call to action is to invite them to
book a discovery call. Other times we offer a free downloadable. Our goal
is to make sure our readers find great value in our blog posts and emails
so they look forward to our updates.
Every audience will differ in how frequently they want to hear from you. If you
want to test your audience, set up an experiment for two weeks where you
email once a week or every other day; then for the following two weeks, change
your frequency to daily. Track the number of opens and unsubscribes for each
of those two week time periods and you’ll have a better idea of what your
audience wants.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
9
Of course, there will always be differing opinions, even within one target
audience; some will prefer once a week news while others will love to hear from
you daily or every other day. Take into consideration how often you can
realistically send emails and couple that with the results of your frequency
experiment and use that as a starting point.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
10
Exercise: Set your email marketing intention
How Often Can I Email?
My Email Goals Are…
In a perfect world…
In a realistic world…
(take note, these answers can always
change!)
Topics I Can Write About
Offers I Can Make
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
11
Step Two: Review Your Current Opt-Ins
Great engagement relies on consistent messaging. Your free content should
naturally lead to your opt-ins, which should naturally lead to your paid offers. If
that's not happening, there may be a disconnect for your audience.
Free Content for the Largest Number of People
Your free content is available to all the millions of people online. This includes
your blog posts, your social media posts, infographics you post on your website
or social media, free Facebook Live videos and YouTube recorded videos
.
TIP: Try to make sure that every piece of content you create, and all of your
social profiles, guide your followers to a relevant opt-in offer.
What Problem Does Your Opt-in Solve?
Planning a great opt-in for your newest subscribers involves thinking about your
target market. Who do you want to attract to your list and what are their
struggles? How can you help them now while also showing them that you have
more solutions in your paid programs?
For instance, a health coach may offer some easy, healthy recipes as a lead
magnet to give their subscribers a quick taste of healthy eating while saving all
their best advice for their “Battle the Bulge” weight loss program. A business
coach may offer a bookkeeping checklist for their clients to use when balancing
their books every month while saving their best business advice for their one-
on-one paid coaching sessions. Opt-ins are designed to give a taste of your
coaching style and knowledge; you’re not expected to give away everything you
know for free.
TIP: Use your opt-in to help your new subscriber get a quick win. The goal is to
take them from A to B, then to remind them of your services which can help
them go from B to Z.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
12
Is Your Opt-In Outdated?
When was the last time you read your own opt-in? Is the information up-to-
date? Or is there a better process for accomplishing what you promised? If you
want to be a leader in your field, it’s up to YOU to do the research and then
share it with your followers. If you’re passing along outdated information, your
followers will doubt your dedication to helping your audience and they might
also question your credibility.
TIP: Freshening up your opt-in also gives you a reason to contact your list again
so they’re sure to have the latest version!
Does Your Opt-in Have a Sexy Title that Grabs Attention?
Your title should explain its purpose but with unique, eye-catching words or
phrasing. Even if you’re not a copywriter, brainstorm some ideas with business
friends to spice up your title. “Top 10 Reasons to Start a Blog” may be accurate in
its description of your opt-in but it’s terribly boring.
TIP: Use a tool like the Co-scheduler Headline Analyzer to experiment with titles
for your Opt-in.
Make Your Opt-in Action-Based
It’s one thing to teach your subscribers something new but by incorporating a
checklist or easy-to-follow action steps, you will encourage them to do more
than just read your report. You don’t have to promise the world – or the same
result as one of your paid programs – but encourage them to follow your steps
to reach a smaller goal.
TIP: If you can help them experience a quick win with your free content they’ll
automatically assume your paid content will be even better!
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
13
Change Your Opt-In on a Regular Basis
Instead of offering the same opt-in for years on end, why not switch things up a
bit by changing your opt-in offer every quarter, or every month if you’re really
ambitious. Different opt-ins allow you to segment your list based on their
interests and you can also mention different calls-to-action throughout each
opt-in. Monitor how many new subscribers you attract with each opt-in or set
up an A/B test between two different offers to see which one performs better.
TIP: Create a separate landing page and a separate reusable block in your
WordPress editor for each opt-in to make it easy to share your opt-ins.
Not Everyone Will Opt-In…and That’s OK
Once the public at large hits your opt-in page, they need to make a decision
about whether or not to give you their email address. Sweeten the offer with a
lead magnet gift, such as a chapter of your eBook, a short report, or a useful
checklist. Giving away free content in exchange for email addresses is a well-
known marketing tactic. This content will help solidify your credibility as an
expert in your field and will encourage subscribers to look for your regular
emails in their inbox.
One important note to remember: not everyone will opt-in and the reasons are
numerous. Some people hold their email privacy very tightly; others might have
an overflowing inbox and can’t bear to be on another list. Or, maybe your opt-in
offer simply doesn’t grab their attention or assist in fixing their problem. Don’t
worry about those who do not subscribe; you’re just not right for them. Instead,
take special note of those people who DO subscribe and treat them like gold.
They have decided on their own that you have something to offer them and
they want to hear more. Don’t disappear on this group of subscribers; build a
relationship instead.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
14
TIP: You can help increase the number of visitors who request your opt-in if you
send them to a landing page (also called a Squeeze Page) without a menu or
any other distractions. When they land on your page, they should only see your
offer for your opt-in gift and an email form. Their only choices are to give you
their email or click away.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
15
Exercise: Create consistent messaging
Target Market Demographics
•
What do you know about your
audience?
•
Has your audience changed over
time?
• Have their struggles changed over
time?
o If so, what’s new?
o Can you help with those
struggles?
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
16
Review Your Messaging
• Review your website pages + blog
posts:
o Is this info geared toward
your current audience?
o Is it valuable to your current
audience?
o If not, rewrite these pages to
reflect your business and
how you can help your
current audience.
o Do you have a current
headshot?
If necessary, hire a ghostwriter or
branding specialist to assist with the
rewriting.
• Review your current email series:
o How old is the series?
o Are the messages out of
date?
o Do they still reflect your
business?
o Check all links – do they still
work?
o If using an email template, is
the design current and does
it reflect your company’s
branding?
o Check your signature; is it
current? Do links work?
If necessary, hire a virtual assistant who
is knowledgeable about your email
provider and who can help you
review/rewrite these messages.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
17
Review Your Messaging
• Review your current lead magnet:
o Is the topic up-to-date?
o Is the topic relevant to your
audience and your business
message?
o Did you design a catchy
cover graphic with your
branding? Does it need
updating?
o Does the title grab
attention? Does it describe
the benefit of the freebie?
o How long have you used this
opt-in?
o How many subscribers did
this opt-in attract?
o What other topics would
your audience find useful or
valuable
o How often can you
realistically create new opt-
ins to attract more
subscribers?
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
18
Step Three: Ask Them What They Want and Need
When in doubt about what your community needs from you, simply ask them.
No guessing or using information you gathered about your market that’s five
years old. If you change over time, chances are your community will change as
well, including their struggles and what they want and need to learn from you.
One very simple way to gather this information is by creating a customer survey
email to find out what your community truly needs from you. You have the
option of asking questions within the email itself or sending your subscribers to
a survey platform, such as Survey Monkey
, to complete the survey. Survey
platforms often have free versions so there shouldn’t be any extra cost to you for
using this format.
Keep Your Surveys Simple
Have you ever gotten any printed surveys in the mail that have 50 questions
with small bubble dots you have to color in? What’s your response when you
open up one of those? Right, it looks too long and you either toss it in the
garbage or put it somewhere “safe” to complete later (which really turns into
never). If you want multiple responses from your survey, keep the questions
short and keep the total number of questions limited.
Questions that require a simple yes/no answer or that you can fill in a simple
dot to answer will give you the most responses because it’s simple and
straightforward. Any questions where you ask for input and want people to
write detailed responses won’t get as many responses simply because there’s
more thought involved. However, if you word the questions to show that you’re
asking so you can help solve this problem, you can appeal to their emotions and
elicit a response that way.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
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Another reason to use a survey platform is how they store your survey responses.
Instead of searching for errant responses in your email inbox, simply log in to
the platform and all the answers to each survey are stored neatly, in one place.
Offer Your Subscribers a Prize
If you’re worried about a lack of response, offer your subscribers a bribe for
answering the survey. It can be as easy as a free download or a free trial to your
membership club. Think of something simple yet valuable that will encourage
your subscribers to complete the survey in order to get their prize.
Never be afraid to ask questions of your community. You’re not a mind-reader
and the only true way to know if your community’s needs have changed is to
ask them directly. You might just be surprised at the answers you get.
Exercise: Create a survey
Research Survey
Platforms
Pricing & Notes:
1. Survey Monkey
2.
Crowd Signal
3. Survey Gizmo
Others…
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
20
Questions to Ask in Your Survey:
•
What are their pain points or biggest struggles?
• What type of help do they need to get past this struggle?
• How long have they had this problem?
• What other solutions have they tried in the past?
• How are these struggles holding them back?
• Others…
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
21
Create a Prize for Answering the Survey
Brainstorm some ideas about what your audience would find valuable
enough to spend 5 minutes completing your survey.
Examples: training video, audio class, short report, 7-day trial of your
membership group, checklists, cheat-sheet, templates, etc. …
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
22
Step Four: Get Personal
Let your community get a glimpse behind the curtain and see what's really
going on in your life and/or your business. It makes you human and creates a
stronger connection. Of course, be careful with how much information you
share as you don’t want to attract stalkers but relating to your community on a
personal basis will endear you and show them you’re about much more than
making money.
For instance, Angela Wills from Laptop Lifestyle Business Club talks about her
little sidekick (aka daughter, Ella) quite a bit and she has made cameo
appearances on some club video calls. Likewise, Angela is also very transparent
with her club in terms of sharing what has worked and what hasn’t worked for
her own business. She’s always quick to share her perspective and if she doesn’t
know an answer, she’ll go in search of it. This honest transparency is what
endears her community members and has turned them into loyal PAYING
members year after year.
Here are some other examples of what to share with your community:
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
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Speaker Carrie Wilkerson shares occasionally on Facebook about how
adoption has played an important role in two generations of her family.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
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Mindset Coach Rebecca T Dickson frequently live-streams in her bathrobe
while smoking a cigarette. She teaches preaches that you are enough, just as
you are. People want to see the “real you” not the polished branding photos so
many other coaches hide behind. She also posts many of the amazing “mindset
wisdom” moments she catches out the mouths of her kids.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
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Denise Duffield-Thomas posts pictures of herself cuddling her kids and talking
about how she balances a multiple 7 figure business with a family.
Plus, we have the usual sharing of weddings and baby announcements, first
days of school, religious ceremonies, sporting events and dance recitals. In other
words: don’t be afraid to share some personal stories with your community!
As the old adage goes, “All work and no play makes Jack a dull boy.” Work can
certainly be all-consuming most days so let a little bit of fun and levity into your
work day with these endearing personal stories.
Of course, there is such a thing as Too Much Information, as in the story of a
beauty product distributor who was lambasted for sharing intimate bedroom
details with her private group using very graphic descriptions. Always think
about your audience and then think about if you would repeat this story to your
mother, sister, or daughter. If it borders on the edge of TMI, don’t use that story
and move on to something a little less risqué. And don’t think your risqué story
will be safe in your private group; leaks are bound to happen!
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
26
Exercise: Write a "Here's What I'm Up To" email.
Reintroduce Yourself to Your Subscribers
•
Who are you?
• How long have you been in
business?
• What’s your business
mission?
• What’s your passion?
• Why are you in this
business?
• Where have you been/why
haven’t you stayed in touch?
(Honesty + authenticity here
will start building trust)
• Include ways to contact you
• Make an offer:
o Include a link to your
more in-depth About
page on your website
o Include a video link
so they can see and
hear you explain your
business
• What else do you want to
include?
Don’t overwhelm your readers
with a lengthy diatribe.
Include a short synopsis and
then get into more detail in a
video or on your About page.
Re-Ignite Your Audience - Planner
© 2019 wise-owl-marketing.com
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Step Five: Bring Them Back To Your Blog
Everyone is busy and that means we forget about those great blogs we used to
love to visit. With the popularity of social media, blog traffic has declined
significantly unless you’re publicizing your awesome content. If yours has
content your community may have missed, be sure to let them know via your
regular emails or social media. Driving traffic back to relevant blog posts is a
great way to create more engagement, both on your blog post itself as well as
on your social media post. Engagement equals more views and more
community members, which equals more name recognition and, eventually,
more sales.
TIP: Don’t just share a post one-time. Especially if it is “evergreen content,” and
will be relevant any time of the year. Use a program like Buffer or MeetEdgar to
create a library of content you can share over and over again.
TIP: Link to old blog posts when you’re creating new content. It will help get
fresh eyes on the content you’ve already created. You’ll also get a little boost to
your Search Engine Optimization when you link to your other blog post and
website pages.
Optimize Your Blog with Links and Calls-to-Action
Once you devise a plan to drive traffic to your blog, you need to optimize each
blog post wisely. Amy Porterfield is a queen at optimization, as you can see in
this podcast episode blog post
. Her podcast is chock full of valuable content
and ideas, which is what readers need. She links to the podcast on iTunes get
more podcast subscribers.
Then she invites you to download her Ultimate Course Creation Starter Kit. She
invites you in text, and with a visual that opens a pop-up opt in form when you
click on the button. This makes it super easy for readers to get her free gift (and
for Amy to effectively grow her email list.)
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Re-Ignite Your Audience - Planner
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Write with a Purpose
When you’re writing content for your blog, always write with a purpose in mind.
Do you have an offer to add that makes sense? Even if your purpose is to start a
conversation in the comment section, write with that in mind and then TELL
your readers to share their thoughts. Once you get people leaving comments,
go back and engage them with more questions, just as you would have a phone
conversation with your BFF. If you want more email subscribers, add a lead
magnet box at the end of the blog post. Or put a link within the body of the
post if it makes sense.
TIP: Create a “Reusable Block” in your WordPress block editor for each of your
free opt-ins and products. That way you can quickly and easily add them to your
blog posts.
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© 2019 wise-owl-marketing.com
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Remember, you don’t want your audience to feel like you’re out to make a buck
on them but at the same time, if you’re providing good value and have offers to
recommend, you’ll do your community a disservice not to mention them.
Making offers within the confines of a well-written blog post is much more
acceptable than spamming links all over social media. You’re building trusting
relationships, not looking to make a quick buck then disappear.
TIP: Strive to make every email or blog post
Educational
– Teach them something they want to learn
Valuable
– Good quality content they’d be willing to pay for
Offer a solution
– Especially if you’re a service-based business, your clients come
to you to get a result. Your subscribers are potential clients who haven’t paid
you yet.
Well-written
– I say this hesitantly because I’d rather you connect with your list
frequently than get caught in the never-ending perfectionism trap. But mistkes
in your emails will often be “the thing” your readers focus on, instead of your
message. (Do you see what I did there? Mistkes should be mistakes
)
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Exercise: Write a "Here's What's New" email
• Most relevant
• Rewrite/update as needed
• Add links
• Add calls to action
Cross promote all your new content
via email list + social media
• Update/rewrite old autoresponder
series
• Take that info + create new videos,
audios, blog posts, or opt-in
freebies
your subscribers to join in
• Use quotes as social media
conversation starters
• Use one chapter as a lead magnet
freebie
• Record one chapter as a lead
magnet freebie audio/video
platforms
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• Optimize each profile with
contact + website info
• Link to other groups + online
profiles where you’re active
• Share a link to your opt-in landing
page in your profile instead of a
link to your homepage to get
more subscribers
Publicize new links on all your
platforms
• Turn short posts into longer blog
posts, videos, or audios
• Publish on your website, on social
media, or use as opt-in freebies
and/or keeping a spreadsheet with
links
• Re-share and cross promote them
across your different channels if
they’re evergreen
• Transcribe them and add them to
your blog with an embedded
video, or turn them into podcasts
by stripping the audio.
• Caption your videos to make them
easy for people to watch if they’re
at work and can’t listen.
Use a site like
to transcribe
your videos and audios to create
written content
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Step Six: Invite Readers to Connect in Different Ways
Got a Facebook group or an Instagram account or a YouTube channel? Make
sure your readers know about it. The more ways you connect with your readers,
the more likely they will be to engage with your emails.
Expanding your reach across multiple online platforms is smart; after all, what
are the chances that your entire target market will use the same platform? Slim
to none. You’ll discover parts of your community will be spread out across many
different platforms and reaching those people and gaining name recognition is
the name of the game.
Perfect What You Know First, then Expand
Before you start branding dozens of social media profiles, first decide which
platforms you are most comfortable using. For example, if you have never been
on video before or don’t know the first thing about producing a video, don’t
rush to create a YouTube channel because it will sit empty. Start connecting
with your community members on the platforms you already know and then
increase your skillset to learn about others.
Also do some market research about where your ideal community members
hang out online. If they’re posting fervently on Instagram, then it behooves you
to learn how to take great photos on your phone so you can post there too.
Cross Promote Your Online Platforms
The beauty of using multiple platforms is the ability to cross promote. You aren’t
the only one who uses multiple platforms so why not tell your community
members the other places you hang out? Invite your Instagram followers to your
closed Facebook Group; direct your Twitter followers to view more of your
photos on Instagram; drive Pinterest traffic back to your blog where you’ll have
links to all your social media profiles. Again, promote only those platforms you
use consistently, or you’ll show off an under-utilized social media page which
will make your followers question your dedication.
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Optimize Your Email Signature
Now that you’re conversing with your community online, tell them about your
awesome opt-in and direct them to that page on your website. If they see the
value you provide to your online community and they need the lessons from
your opt-in gift, they will give up their email address rather easily. Now create an
email signature with your social media links so subscribers can find you.
Do you see how all this is interconnected? It may seem like a complicated web
but all these spokes direct your community back to you and your expertise.
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Exercise: Optimize and create consistent branding across all
your platforms
Facebook
• Twitter
• Instagram
• SnapChat
• Pinterest
• Email
• Blog
• Others:
next?
Does your target market hang out on
these platforms?
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• Twitter
• Instagram
• SnapChat
• Pinterest
• Email – create a signature with
social links
• Blog – create a call-to-action box
that appears at the end of every
post and/or in the sidebar
consistent branding across all your
accounts? Example: Do all your
accounts use your business colors,
fonts, headshot + name?
Cross promote your links to your different accounts.
•
Run a Facebook contest
•
Add a video on Instagram
•
Add a P.S. offer with link in your emails.
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Step Seven: Don't Lose Your Momentum
These emails aren't just one-and-done content and you can’t build a lasting,
trusting relationship by sending a handful of emails. Relationships take time,
nurturing, and caring to develop into something more than pen pal status. If
you want to build a loyal base of customers who can’t wait for your next offering
to launch, you need to stay in touch consistently and provide value.
Start with an Autoresponder Series
When someone opts in to your list and receives your free gift, what’s your next
step? The easiest thing to set up is an autoresponder series which is set up to
email scheduled messages at an interval you choose. Usually the very first
welcome message is delivered immediately after they confirm their
subscription but then it’s wise to set up a few weeks’ worth of messages, either
daily or weekly. The key, however, is to continue adding to this series so there’s
never a time when your subscribers don’t hear from you.
The beauty of a series like this is that ALL your subscribers – no matter what date
they sign up to your list – will receive every message in the series. The process is
all automated so it saves a ton of time in your schedule figuring out the perfect
timing. Broadcast emails are also valuable to use for the same reasons but
unlike an autoresponder, only those who are currently subscribed at that
moment will receive your broadcast. These are most often used for big
announcements or time sensitive offers but once it’s sent, it sits in your archive
until you repurpose it.
Your autoresponder series should correlate with the topic of your freebie and
adding offers to this series – either in the body of the email or as a P.S. – is a
common email marketing tactic. Just check with your email provider first if they
allow affiliate links; some providers are very picky so read their Terms of Service.
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TIP: Our favorite email service is ActiveCampaign. It’s affordable and offers tons
of marketing muscle. MailChimp is a great (free) alternative if you’re on an
extremely tight budget.
Repurpose Your Content
Ah, repurposing content! So often you hear this term in regard to taking dozens
of blog posts and repurposing them into an eBook or vice versa. Or taking an
infographic and turning those points into a video series or blog post series. Your
email content can also be repurposed in many ways.
• Take parts of your autoresponder series and create videos or blog posts;
add them to your membership area or resend to your subscriber list as a
bonus.
• If you sent an email about a particular product, write an in-depth review
of that product and post to your website.
• For a series that’s older than one year, revisit those early emails to update
them or expand upon that theme.
• If the theme of those early emails is still relevant to your business, take
those emails and turn them into a new freebie to grow your list.
• Take a chapter of your eBook and create an email series. Don’t give away
every aspect of your eBook but give them teasers to convince them to
buy the book.
Your repurposing efforts are only limited by your imagination. The idea is to not
reinvent the wheel but instead use the content you already created in a new
way. You want to give your community a glimpse into your coaching style and
values without giving away free sessions, which ultimately cost you money.
Instead, show them glimpses of you in this repurposed content.
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Set Up a Promotional Calendar
Planning is vitally important when you want to take this relationship building
seriously. “If you fail to plan, you plan to fail,” is a quote you should remember
because we all know how easy it is to have the best of intentions, then life
happens and our email plans go out the window. In no time you realize it’s
been MONTHS since you last emailed and now it’s almost like starting back at
square one because many of those subscribers will have forgotten about you.
When they see your name in their inbox, they might hesitate for a second to
remember who you are but they will likely delete you without reading. The
worst case scenario would be they mark you as a spammer before deleting. Use
a calendar to map out your strategy to avoid these scenarios.
Answer these questions:
• How frequently do you want to send emails?
• How many emails will you have in your initial autoresponder series?
• What seasonal holidays or events do you want to use with your
promotions?
• What products do you want to promote – both your own and affiliate
products?
• What kind of topics will you write about? Will these require research?
• Can I block out large chunks of time to get multiple emails written?
• Can I afford to hire a ghostwriter?
Learn to think like a magazine editor. Believe it or not, they work on their winter
holiday editions in July/August simply because of the time it takes to write the
content, get the ads from the advertisers, and to complete the printing process.
If you start to work a month in advance, you won’t have any more stressed out
days staring at a blank computer screen, wondering what you’ll write about
because you’re late emailing your subscribers. You’ll always have topics on your
calendar and even if they need to be switched around or edited to reflect
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current offers or pricing, that’s much easier to do when you have a plan. If you
have the budget to hire a ghostwriter and a VA to do the scheduling, that’s even
more stress lifted from your shoulders.
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Exercise: Plan your autoresponder EMAILS
Email #
Topic + Offer
1
Ex: Reintroduction, contact info, intro offer
2
3
4
5
6
7
8
9
10
Other Notes:
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Exercise: Plan the frequency of your emails.
What does your market want?
Ex: daily, every other day, weekly, bi-weekly, monthly? (Use a survey to ask them)
Day 1 Day 2 Day 3 Day 4 Day 5
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Day 6 Day 7 Day 8 Day 9 Day 10
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Day 11 Day 12 Day 13 Day 14 Day 15
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Day 16 Day 17 Day 18 Day 19 Day 20
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Day 21 Day 22 Day 23 Day 24 Day 25
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Day 26 Day 27 Day 28 Day 29 Day 30
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
Topic:
Offer:
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Notes:
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44
Thank you so much for downloading and
reading my Re-Ignite Your Audience Planner.
I hope you enjoyed reading it as much as I
enjoyed creating it for you.
Remember, reading this planner won’t grow
your business - only applying it will!
Don’t be shy! Schedule your website strategy
session today if you need a website that turns more visitors into clients!
Wishing you all the online success you can dream of and more,
:) Heather Stephens
Heather Stephens
Wise Owl Marketing
815-218-4726
heather@wiseowlmarketing.com
Want Help Building Your Website &
Lead Generation Funnel?
Schedule a free strategy session! On the call we
will create a custom website strategy to help you
reach your goals!
←I’ll also give you my automated client
attraction funnel blueprint as a bonus gift on
your strategy call! This is the exact blueprint i
follow when building custom funnels for my
clients!
Schedule a Free Strategy Session Today!
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