If you’ve done any research about email marketing for your business, then you’ve probably come across the term “email marketing automation.” And if you have, you’ve probably wondered two things:

  • What exactly is email marketing automation and how is that different from regular email marketing?
  • Do you need to worry about adding email marketing automation to your already busy to do list?

These two questions, and more, are what we’ll be discussing in this interview with Brian Shea, founder of Shea Consulting.

How Today’s Topic Came Up

As some of you know, I’m in the early stages of launching my first ever podcast/YouTube show. The show, which I’m planning on calling Pivot To Prosperity, is intended to provide a space where solopreneurs and freelancers (however you like to call yourself) can talk about the pivots, changes, or evolution of their business since its initial inception.

In the process of reaching out to my first set of guests (some of which are readers on my mailing list), I was asked if I could provide guidance specifically around the area of email marketing. I immediately thought of Brian Shea.

Brian is a former client. (I edited two of his ebooks which he used as lead generation tools to increase his mailing list.) He’s also become someone whose insights I’ve found extremely valuable as we’ve gotten to know each other better. Fortunately for me, he was gracious enough to volunteer for a double-header.

In the first round he shared his experience with setting up email marketing systems for his clients. Then a few minutes later we sat down for a second, longer interview about his business. This post focuses on that first interview. I hope you enjoy the discussion and find it helpful as you put your marketing plans into place.

Sonia

P.S. I’ll update this post and add the link here when that second interview with Brian is available.

P.P.S. If there is a topic you’d like me to cover in a future interview, please let me know in the comments.

Interview Highlights

Brian agreed to share some of his insights about email marketing and in the process dispelled some commonly held myths about email marketing automation.

He also explained how the marketing process can be broken down into three distinct phases:

  • lead generation where you are trying to attract new leads
  • lead nurturing where you are helping people to become more familiar with your business (this is where email marketing comes into play)
  • sales-related activities where you are on the phone with the client, developing proposals, etc

Brian made a strong case for when a business should start considering automating their lead nurturing and, just as importantly, when it simply doesn’t make sense.

In this 22-minute interview, we also mention:

Pamela Slim, the best-selling author of Escape from Cubicle Nation and Body of Work
John Jantsch, of Duct Tape Marketing
Rachel Rogers, author of the Small Business Bodyguard and Ready, Name, Fire!

Two email marketing automation providers: Mailchimp and Infusionsoft.

Best interview quotes

At 2:50 “Over 50 percent of the buying process—or the buying decisions—happens before you as a vendor or you as a business even know that it’s happening.”

At 9:45 “The other way you can distinguish yourself is by your values, your vibe, your personality. I’m sure that a lot of people listening are solo business owners, consultants, developers, designers. People who are very much their business. Their personality is a huge part of how the way they deliver their services.”

At 13:15 Explaining marketing automation: “It’s email marketing but on steroids.”

Brian’s official bio

Brian Shea is the founder of Shea Consulting, LLC, a company that helps agencies cultivate new business consistently and painlessly. Shea Consulting puts systems and processes in place to help agencies keep their new business efforts organized, focused, and consistent over time. Since the early 2000’s, Brian has helped organizations improve their business development practices through CRM, sales process improvement, and marketing automation. You can find out more at http://sheaconsulting.biz.

Where you can find Brian

Website: http://sheaconsulting.biz

Twitter: @thisBrianShea

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