{"id":23878,"date":"2020-07-07T08:00:00","date_gmt":"2020-07-07T12:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=23878"},"modified":"2022-08-05T04:41:10","modified_gmt":"2022-08-05T11:41:10","slug":"how-to-scale-your-sales-with-an-evergreen-marketing-strategy","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/how-to-scale-your-sales-with-an-evergreen-marketing-strategy","title":{"rendered":"How to scale your sales with an evergreen marketing strategy"},"content":{"rendered":"\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-25922\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/07\/thought-catalog-Nv-vx3kUR2A-unsplash-1300x867.jpg\" alt=\"\" \/>\r\n<figcaption>Photo by Thought Catalog<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Is it actually possible to sell while you sleep? Thanks to evergreen marketing strategy, yes it is. And once you actually get it set up, it\u2019s not as hard as you think. When it comes to using evergreen strategies to sell, there\u2019s often a big fog surrounding how to get started. And that fog often makes it easier to not do anything and bank on tactics that you know will work. Tactics like relying on referrals, repeat customers, and one-off consult calls. Tactics that work but aren\u2019t exactly scalable.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">And in the land of business, scalability equals sustainability.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">So, what\u2019s the solution to move from hustling after every client to more scalable efforts? Here\u2019s <\/span><span style=\"font-weight: 400;\">how to increase small business sales: <\/span><span style=\"font-weight: 400;\">develop an evergreen email marketing strategy, aka one that works all the time bringing a steady stream of vetted leads to your front door.<\/span><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><b>4 tips on how to increase sales with an evergreen marketing strategy and email sequence<\/b><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Step 1: Figure out what you want to sell in your email sequence<\/h3>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Step one to having an evergreen marketing strategy that generates sales is knowing the end goal. If you don\u2019t know exactly what you want to sell, you won\u2019t be able to actually sell it. If you\u2019re stuck on what you should be selling via email marketing, don\u2019t think you have to create something brand new. Here are some suggestions on things to sell via your evergreen marketing automations:<\/span><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><span style=\"font-weight: 400;\">A low-cost digital product (i.e., a PDF guide, template, or swipe files)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A masterclass or online workshop<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">An online course<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">An in-person workshop<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">An in-person conference<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A strategy session<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A coaching package<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A service package<\/span><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">This offer dictates all the other content in your evergreen email series. For example, you wouldn\u2019t offer a consult call for a low-cost digital product but you may consider offering one as a follow-up for a $5K branding package where you\u2019ll be working with your client more closely.<\/span><\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Step 2: Plan out your email sequence<\/h3>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Once you have the offer in place you can start working backwards and planning all the pieces that will lead your client to purchase your final offer. Those pieces include:<\/span><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><span style=\"font-weight: 400;\">An opt-in (a free piece of gated content that allows you to collect leads\u2019 email addresses <\/span><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/email-marketing#email\"><span style=\"font-weight: 400;\">like this<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A tripwire (an opt-in, low cost offer presented to your lead immediately after opting in)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">A welcome sequence (more on that in step 3)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">And a system to sell your offer (i.e., a sales page + consult call + client management system like <\/span><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/invites?code=hbforrts%3F&amp;utm_source=blog&amp;utm_medium=content&amp;utm_campaign=aleia-walker-evergreen-sequence\"><span style=\"font-weight: 400;\">HoneyBook<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">All of these pieces of content should be directly related to your final offer. Properly set-up they all build upon one another leading to your final offer.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">For example, if I have built out an evergreen email sequence with the final offer of purchasing a course on creating an evergreen welcome sequence, my stack would look like this:<\/span><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><span style=\"font-weight: 400;\">Opt-in \u2192 A PDF download of a \u201cWelcome Sequence Map\u201d that shows people which emails belong on your welcome sequence<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Tripwire \u2192 A limited time discount on a digital product, \u201cWin your Welcome Sequence Guide\u201d<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Welcome Sequence \u2192 Built around the pain point of not having a scalable business<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">System \u2192 A sales page built in LeadPages and set up to sell in my platform on Podia<\/span>\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Once you break down exactly what you\u2019ll need to make your evergreen marketing strategy work for you, you\u2019ll feel the overwhelm starting to disappear.\u00a0<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Now that you have your offer in place and a way to sell it, what\u2019s the next step for how to increase small business sales? Use this email welcome sequence strategy!<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">This strategy is based on an 8-email sequence with the goal of introducing you, what you do, and how you help your audience. It does this first by selling a tripwire (optional) or your larger offer by finally introducing them to what resources they can expect from you if they stick around on your list.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">I go into more details about topic, cadence, and the strategy behind each email<\/span><a href=\"https:\/\/www.aleiawalker.com\/welcome-sequence-emails\/\"> <span style=\"font-weight: 400;\">in this blog post<\/span><\/a><span style=\"font-weight: 400;\"> but here\u2019s a quick rundown of the purpose each email provides.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Confirmation Email<\/b><span style=\"font-weight: 400;\"> thanks them for downloading your opt-in and how they\u2019ll benefit from using it.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Real Intro Email <\/b><span style=\"font-weight: 400;\">breaks down specifically who you are and how what you do is most helpful to your lead.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Pain Point Email<\/b><span style=\"font-weight: 400;\"> introduces one of your audience\u2019s frequent pain points and begins the work of showing how you can help them solve it.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Future Pacing Email<\/b><span style=\"font-weight: 400;\"> is a fun one! This email paints a picture for your lead 3, 6, or 12 months in the future with their #1 pain point solved!<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email #5 is <\/span><b>The Testimonial Email<\/b><span style=\"font-weight: 400;\"> or <\/span><b>The Feature Email<\/b><span style=\"font-weight: 400;\">. This mostly depends on whether or not you have testimonials available:<\/span>\r\n<ol>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If you have testimonials, use this email to introduce how your offer has helped a client fix the pain point your lead is most struggling with.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If you don\u2019t have testimonials, use this email to introduce how a particular feature of your offer will help fix their pain point.<\/span><\/li>\r\n<\/ol>\r\n<\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>XX Reasons Why<\/b><span style=\"font-weight: 400;\"> email is the last email where you\u2019re actively selling your offer in the welcome sequence. It does the job of breaking down why your strategy\/offer is most helpful in guiding your lead towards reaching their desired solution, in listicle form!<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>What Comes Next Email<\/b><span style=\"font-weight: 400;\"> shares what they should expect by staying on your list. For example, what kind of topics will be covered, how frequently will you email your lead, etc.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>Bridge Email<\/b><span style=\"font-weight: 400;\"> is a teaser of exactly what a weekly newsletter looks like from you. Ideally, this email speaks directly to a secondary pain point that your audience has.<\/span>\r\n<ol>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Note, you don\u2019t have to start this email from scratch! This is a great opportunity to repurpose a previous successful newsletter email. Pick the email with the highest open and\/or click rate in that deals with the correct pain point and stick it in your sequence!<\/span><\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Step 4: Share your opt-in<\/h3>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Once you have everything set up, now it\u2019s time to sell! Take care of low-hanging fruit by placing your opt-in in all your social media bios and letting your current email list know about it (especially if it\u2019s a brand new opt-in from you)!<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Truthfully, an evergreen email marketing strategy is most effective with a more active starting point. Putting it in your Instagram bio is good, but sharing it with an audience already engaging with you is the key to making it work. Here are places to share your opt-in:<\/span><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><span style=\"font-weight: 400;\">Instagram Stories (make sure to do this routinely!)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Podcasts<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Online summits<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Joint Venture (JV) webinars<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Or paid ads (paid ads are great for <a class=\"wpil_keyword_link\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/lead-generation\" target=\"_blank\" rel=\"noopener\" title=\"lead generation\" data-wpil-keyword-link=\"linked\">lead generation<\/a> where the lead is not being asked to spend money via the the ad).<\/span>\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">Want to see what this all looks like in action? Grab my<\/span><a href=\"https:\/\/www.aleiawalker.com\/rising-tide-2020\"> <span style=\"font-weight: 400;\">Welcome Sequence Map<\/span><\/a><span style=\"font-weight: 400;\"> and learn how to build your welcome sequence. The icing on the cake? You\u2019ll get access to my welcome sequence as I introduce you to who I am, what I offer, and how I can help you.<\/span><\/p>\r\n\r\n\r\n\r\n<p><span style=\"font-weight: 400;\">By learning how to increase small business sales with an email sequence like this in place, you can stop trading all of your time for money and start watching the sales come to you!<\/span><\/p>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<p><b><i>Ready to sell well &amp; book more clients? Get our <\/i><\/b><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/small-business-sales-booking-strategies#email\"><b><i>Small Business Sales Strategies<\/i><\/b><\/a><b><i> Ultimate Guide.<\/i><\/b><\/p>\r\n\r\n\r\n\r\n<div id=\"\" class=\"wp-block-ugb-divider ugb-divider ugb-4428607 ugb-divider--v2 ugb-divider--design-basic ugb-main-block\"><style>.ugb-4428607 hr.ugb-divider__hr{margin-left:auto !important;margin-right:auto !important}<\/style>\r\n<div class=\"ugb-inner-block\">\r\n<div class=\"ugb-block-content\"><hr class=\"ugb-divider__hr\" \/><\/div>\r\n<\/div>\r\n<\/div>\r\n\r\n\r\n\r\n<p><strong><i>Plus, 5 more posts you might like:<\/i><\/strong><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/how-to-increase-your-bookings-by-90\"><span style=\"font-weight: 400;\">The communication framework that helped me close 90% more sales<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/how-to-make-the-shift-to-in-person-sales\"><span style=\"font-weight: 400;\">How to Increase Your Sales with Printed Products as a Photographer<\/span><\/a><\/li>\r\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/how-to-best-use-brand-photography-to-increase-your-booking-and-potential-sales\"><span style=\"font-weight: 400;\">How to boost small business sales with brand photography<\/span><\/a><\/li>\r\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/how-to-sell-naturally-emotion-sells-facts-dont\"><span style=\"font-weight: 400;\">The best small business sales strategy: Lead with Emotion, Not Facts<\/span><\/a><\/li>\r\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/getting-crystal-clear-on-your-customer-journey-to-book-more-clients\"><span style=\"font-weight: 400;\">How Having a Clear Customer Journey Can Improve Your Small Business Sales Process<\/span><\/a><\/li>\r\n<\/ul>\r\n","protected":false},"excerpt":{"rendered":"<p>Is it actually possible to sell while you sleep? Thanks to evergreen marketing strategy, yes it is. And once you actually get it set up, it\u2019s not as hard as you think. When it comes to using evergreen strategies to sell, there\u2019s often a big fog surrounding how to get started. And that fog often [&hellip;]<\/p>\n","protected":false},"author":297,"featured_media":77099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-23878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-branding"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance.jpeg",2048,1365,false],"thumbnail":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance-150x150.jpeg",150,150,true],"medium":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance-300x200.jpeg",300,200,true],"medium_large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance-768x512.jpeg",768,512,true],"large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance-1024x683.jpeg",1024,683,true],"1536x1536":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance-1536x1024.jpeg",1536,1024,true],"2048x2048":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/01\/work-from-home-balance.jpeg",2048,1365,false]},"post_excerpt_stackable_v2":"<p>Photo by Thought Catalog Is it actually possible to sell while you sleep? Thanks to evergreen marketing strategy, yes it is. And once you actually get it set up, it\u2019s not as hard as you think. When it comes to using evergreen strategies to sell, there\u2019s often a big fog surrounding how to get started. And that fog often makes it easier to not do anything and bank on tactics that you know will work. Tactics like relying on referrals, repeat customers, and one-off consult calls. Tactics that work but aren\u2019t exactly scalable. And in the land of business, scalability&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/category\/marketing-branding\" rel=\"category tag\">Marketing &amp; branding<\/a>","author_info_v2":{"name":"Aleia Walker","url":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/author\/aleia-walker"},"comments_num_v2":"2 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Scale Your Sales with an Evergreen Marketing Strategy | HoneyBook<\/title>\n<meta name=\"description\" content=\"Learn how to scale your sales with an evergreen marketing strategy &amp; sell while you sleep. 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