Mompreneur Mastery: Simple Instagram Strategy for Busy Moms

Increase Your Sales Using Email Marketing Strategies with Allison Hardy

July 15, 2024 • Sydney O'Brien • Season 1 • Episode 52

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Have you ever stressed over a live launch? 
Have you ever wondered what to do with emails after adding people to your list?

Episode 52 of Mompreneur Mastery features Allison Hardy, an expert in email marketing strategies, who shares invaluable insights on automating your sales and creating a culture of clicking in your email sequences.

If you've ever felt overwhelmed by the constant hustle of securing clients or struggled to maintain a work-life balance while running your business, this episode is for you. Alison breaks down actionable strategies that empower you to harness the power of email marketing to grow your business while reclaiming precious time with your family.

Alison Hardy is not just an email marketing strategist; she's a trailblazer in simplifying the process of enrolling clients into courses or memberships on autopilot. As a mompreneur herself, she understands the challenges of juggling business success with family life, making her insights invaluable for anyone looking to achieve sustainable growth without burning out. 

Whether you're a seasoned entrepreneur or just starting out, Alison's approach offers practical solutions to transform your email marketing efforts into a revenue-generating machine.

Key Takeaways:

  • [00:00:00] Introduction to Alison Hardy and her journey into email marketing.
  • [00:06:10] Alison's personal story of transitioning from postpartum depression to successful online entrepreneurship.
  • [00:10:00] Creating a culture of selling on your email list to empower your audience's purchasing decisions.
  • [00:12:00] The importance of nurturing a culture of clicking in your email marketing strategy.
  • [00:15:00] Moving beyond welcome sequences to nurture sequences that drive meaningful engagement and sales.

MENTIONED IN THIS EPISODE:

Sign up for Allison's Sell On Autopilot Masterclass

Connect with Allison on Instagram

Find And Fix The Gaps In Your Instagram Strategy Quiz

Snag a $7 trial of Post with Purpose


Music courtesy of Pixabay

Sydney:

Welcome back to episode 52 of mompreneur mastery today. I am so, so excited to share this episode with you because I get to talk to Alison Hardy. alison is an email marketing strategist who helps coaches and experts enroll more clients into their courses or memberships on autopilot. And Alison is someone that I have worked with for. Over a year and a half, like maybe, I don't know, maybe close to two years. I don't know. Anyway. She is just like an incredible person and an incredible email marketing strategist. And I'm really excited to get to share her amazing insights with you, because I know that you are going to benefit from them. Like. There's just so much value and what she has to say. I. I don't even have, like, certainly don't have negative things to say about her or her work, but like nothing even mediocre, like she is that amazing. She is the creator of the six figure secrets podcast. She's a Huffington post contributor and she's been featured in YFS magazine and was named one of Washington DC's most influential professionals under 40 by Washington life magazine. She and her husband tear, their two kids. Ten-year-old Camden and six-year-old Nora and their adorable beagle rosie Penelope live in Arlington, Virginia, just outside of Washington, DC. So get excited polar in the tweaks that you can make to your email strategy to make more sales on autopilot. Hi, Alison, to start. I would love to know what your favorite thing about Instagram is. Yeah.

allison-hardy--she-her-_1_06-10-2024_140851:

My favorite thing about Instagram is meeting new people. Like you and I met over Instagram and I think it's a great way to connect with people through like minded content. I don't even know if that's like a right way of saying it, but it's like, if the content resonates with you and you know, you're resonating and you're liking it and someone else comes along and they're like, Oh, that was really great, it's a great way to like. Make a friendship and like to start talking to people because I find entrepreneurship, especially online entrepreneurship to be quite lonely. So it's kind of like this amazing pool of people that may have similar ideas to you. And that's really fun to find.

sydney--she-her-_1_06-10-2024_140852:

Yeah, I found a lot of great, business friends on Instagram, but I've also found a lot of great like parent friends on Instagram that I never would have met otherwise, but who have been like in both sides have been like really supportive. So yeah, I love that about social media in

allison-hardy--she-her-_1_06-10-2024_140851:

I do too. And I think it gets a really bad rep sometimes, but I'm like, I have found some of the coolest people I've ever met on social media. So why not?

sydney--she-her-_1_06-10-2024_140852:

Yeah, definitely a plus to social media for sure. now you're a super awesome, amazing email strategist, and I know this firsthand because I've worked with you for, I want to say like a year and a half, like it's been a while, might be longer than that by

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah, it's amazing. I love it.

sydney--she-her-_1_06-10-2024_140852:

Yeah. And this has been in like several different programs, but for those listeners that don't know you, can you tell us a little bit about yourself and how you got started in email marketing?

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. So hi, I'm Alison. I live in Arlington, Virginia. Um, I have a 10 year old boy and a six, six, yes, six year old girl. Um, and I got started in online business and specifically email marketing because I got laid off when I was six months pregnant with my 10 year old who's, well, he's now 10 when he was six months pregnant. When I was six months pregnant with him, um, it, that started my entrepreneurial journey. I had like, I had the job, I had all the things I did, all the right things. I checked all the boxes. And then like in a minute it was literally gone. So I started a, it sounds so random, but I started like a personal training business. Um, And just over a period of time, after Camden was born, my son was born, I had really bad postpartum depression and I needed to like remove myself from the business. And I couldn't figure out how to do that. It took me a really long time to figure it out, but I landed on email because emails were the easiest thing for me to do. And it took me a while. Like it's not like it just happened overnight at all, but it took me a really long time to land on that. Um, But once I landed on it, my business felt easier and lighter. And like, I could actually take a deep breath and like not have to work all the time. Um, and that, like the grind I felt day in and day out, I didn't have that anymore. So I was like, okay, well, obviously this is better. And then I started to see sales increase. And so for me, like, Growing the email list and then emailing that list. Like, that's what I have. That's the only thing that I have to do to drive sales in my business. So like, for me, that's just a really. Simple way to do things. And I find other people really crave that simplicity. Cause I think a lot of people, when we start our businesses, we create like other nine to fives for ourselves because that's all we know. So like the idea of something like email marketing, they can sell to. Thousands of people in one, you know, swoop, uh, is pretty like mind boggling if we actually think about that, but it can be just this wonderful way to continue to grow your business, to continue to help people. Um, and not require you to actually show up and be on for it.

sydney--she-her-_1_06-10-2024_140852:

Yeah, that's my favorite. I. Automate all the things all the time to save all the time because I don't have time. Um, emailing is a great way to do that. I launched my membership, you know, a little while ago and it was like right after my husband had surgery. So there was like a lot going on in my house, but it was really nice having like everything all automated from my emails to still see like sales coming in from that.

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. Last February, I launched funnel of the month club and thank God I pre wrote all the emails because during the launch, I had COVID and I was, So I couldn't do anything. And I remember just being like, I am so grateful for email marketing right now, because otherwise like this launch literally would not have happened. Um, and it's amazing and wonderful. And it just life proofs your business because let's call it like it is. Like things are going to happen during your launch. And so if there's anything you can do life proof things. I think it's a great idea

sydney--she-her-_1_06-10-2024_140852:

Yeah, even like outside of launching, it feels like at least once a week, something happens where like, I can't do the things that I need to do. So having everything like pre done and set up and ready to go is always very, very helpful.

allison-hardy--she-her-_1_06-10-2024_140851:

for sure. Yeah.

sydney--she-her-_1_06-10-2024_140852:

Um, and now you have like a particular method for selling early when a new lead comes onto your email list, can you talk about why that is your

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. So I got sold on this idea of like creating a culture of selling and buying on your email list after like studying retailers. So like Old Navy emails me like three times a day and it's always to buy something. It's not like, Oh, providing value, right. Which is what we're told we have to do a lot of in the online space. They're just straight up like, buy my thing. Here's a sale on it. Like buy it if you want it. Cool. If you don't, that's fine too. So I was like, why can't we, not that I want to be like that, but so why can't we like offer that people can choose their adults, they can choose to like buy it or not buy it. Um, they can choose to unsubscribe or keep staying on the email list. And that's like on them to do. Right. But if we're not constantly offering them up a way to work with us, we're actually doing them a disservice because that's the, again, that's the best way that we can. Help someone is by getting them into the program. Cause our free content is, it's great. Don't get me wrong, but it's not the whole system. It's not the whole enchilada. It's like the cheese on the top. Um, so like, why can't we get behind the idea of selling every single day? So like an example of this would be like, have like a trip wire that's set up on the thank you page of your lead magnet that. Offers up a 27 thing, or maybe like inside of your lead magnet, have an opportunity for someone to buy a 7 thing. You're just letting people know you're open for business and they can choose to take you up on your offer or not. They know from like the get go that you are here to sell them things. Yeah,

sydney--she-her-_1_06-10-2024_140852:

Which like when you say it like that makes a ton of sense. Um, but when I first started my business, I was like, how do I do this in a way that isn't icky? Like, so I just like put it off cause I was so afraid of being like pushy or too salesy or anything. And it took a while to get to that point to be like, wait, no, this is literally why I have a business to sell things and like services. Like why would I not offer it up?

allison-hardy--she-her-_1_06-10-2024_140851:

I think a lot of us do that. Um, I remember the first time I ever sent out a sales email, I sent it out and it went out to like 50 people, but I broke out in hives cause I was so like stressed out about it. And then I remember like a sale came in and I was like, Oh, well that wasn't so bad now, you know? So like, so that come back to me, but like, We're a business. We're here to sell people and like make money. And then of course, help people. So like by not doing that, you're not helping people. And quite honestly, you're not helping yourself either.

sydney--she-her-_1_06-10-2024_140852:

Yeah, for sure. And Like when people get on your email list or like follow you on social media, like they, they know you're a business. So like, they know that there's going to be some kind of offer at some point, even if it's not like in DMs, like that you're going to talk about your offers. So, yeah. And I feel like I talked to someone kind of maybe like a week or two ago, but they were like, I don't know how to sell on social media. I don't know how to do it in a way that isn't salesy. And it's like the same thing. You have to. Tell them what, what you're selling and tell them about it. Otherwise they don't know how you can help them. Like they're there to be helped.

allison-hardy--she-her-_1_06-10-2024_140851:

right? Yes. I love that. So I think that makes so much sense when you can put it that way. It makes it so easy. Like you solve a problem. They have a problem. I have this thing, take it or leave it. But making that invitation helps them to understand how you can help them.

sydney--she-her-_1_06-10-2024_140852:

Yeah. For sure. Um, another thing that I have learned from you, you mentioned it just a minute ago, but the culture of clicking, can you tell us a little bit about what that is and how you do it?

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. So when someone comes onto your email list, you know, you're sending them through, you know, your series of emails that are automated. I call that a nurture sequence. The first time you are asking them to click on something should not be to buy something from you. Cause like, let's call it like this. What are the odds of them actually doing that? Probably not super high. So if you can create this culture of not only buying and selling in your email funnel or in your email marketing, But also of clicking, it makes it so that you're like developing that habit. So when I first started my business, we were taught that the lead magnet actually goes on the thank you page of the form. So like you go to the landing page, enter your email address, hit submit, and then it gives them the lead magnet. Um, and then that changed. So, and this is the reason why the lead magnet goes in that first email, So that they have to click so that they're get used to clicking from you and then you can send them, you know, through a series of emails that has value content that they have to click to watch or to listen to, or to consume. So you're creating a culture of clicking so that it's just a habit. They're used to doing that from you so that when they do get to the pitch sequence, if they enter into it. So. They're clicking already. That's something they just do with you.

sydney--she-her-_1_06-10-2024_140852:

Yeah. That makes a lot of sense. And honestly, um, I hadn't heard of that before, like working with you, but it, it makes a big difference for sure.

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. Cause also something else I could talk about a lot is like some habit based automations, um, inside of an email funnel. And so like part of that habit based automation is getting people to click on stuff so that they're like qualified for the pitch and things like that. So again, goes back to that culture of clicking and when your emails also get more clicks, Google recognizes that as more beneficial, so they'll make sure that you get delivered to more people instead of putting you in spam.

sydney--she-her-_1_06-10-2024_140852:

Okay. That part I didn't know. That's very good

allison-hardy--she-her-_1_06-10-2024_140851:

Yes, yes. Anytime you can get someone to do something inside your emails, Google likes that. So opening, of course, is very important, but also, like, the clicking component, um, that's really important for Google also.

sydney--she-her-_1_06-10-2024_140852:

and you mentioned the nurture sequence, which is where you start this culture of clicking. Is that different from a welcome sequence?

allison-hardy--she-her-_1_06-10-2024_140851:

Yes, it's so different from Welcome Sequence. I am not a huge fan of Welcome Sequences, mostly because I think that they are Very like you as the business owner focused. So yes, we need to tell people that we can, that we're good at what we do. Like, I'm not saying we shouldn't do that, but I think a lot of times welcome sequences are very you focused and they don't really, there's no strategy behind them, so it's just value. Here's a podcast episode I was on. Here's a thought I have about this. Here's a blog post I wrote. So it's not super strategic and it's not. Actually helping the person to understand how you can help them. It's talking about you and how good you are at what you do, which is yes. Important. But what I'm a fan of is a nurture sequence that actually helps people along the way. Because when someone is looking to work with you or they've downloaded your lead magnet, they're asking themselves, like, is this person, the person to help them? What's in this for me? Can I actually. Benefit from what they have to say. So you have to start to create that idea to help them do the thing that you say you're going to help them to do in that nurture sequence. I'm not saying you give them everything. I'm just saying you help them in little small tidbits. So it helps them to start to get their head into the place that like, Oh, this person can. And I think when you can get that like solid answer to their question, it makes enrolling in your program a whole lot easier for them.

sydney--she-her-_1_06-10-2024_140852:

That also makes a ton of sense. And I see that on like, Instagram too, where people are just posting helpful things just to post them, which is great. But if your goal is like to get them into a certain offer and like the helpful thing isn't super related to that, it's not that helpful.

allison-hardy--she-her-_1_06-10-2024_140851:

And like being helpful is great, but like making money is better because, again, that's how you can actually help people. So, I mean, it begs to say like bringing this information over to Instagram, like think about that for your Instagram account too. Are you getting in front of the right people with the right type of content for your program?

sydney--she-her-_1_06-10-2024_140852:

Absolutely. Um, that was like a big change for me introducing like nurture sequences instead of welcome sequences. And it definitely helps when it comes to sales for sure.

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. Cause you're getting more qualified people through. And so you're. You're not only exerting yourself as the authority, but you're also helping them to make some sort of change. And also like when people start to make a change, they're way more qualified than like people who don't. So it just gets better leads or your quality of leads will increase and go up.

sydney--she-her-_1_06-10-2024_140852:

Yeah. And you're still able to build like that trust and connection through giving them like the little help through the nurture sequence.

allison-hardy--she-her-_1_06-10-2024_140851:

Yeah. And I would actually argue it's better than like, here's an awesome podcast I was on because you're actually helping them to do something.

sydney--she-her-_1_06-10-2024_140852:

Mm hmm. Yeah, I love that. and you have a master class coming up, right? Can you tell us about that?

allison-hardy--she-her-_1_06-10-2024_140851:

do. It's called sell an autopilot. What I'm going to show you to do in it is my system for email marketing. Um, let me show you how to sell every single day without launching, without cold DMS, without being as lazy slime ball, like heart centered ways to sell through email marketing so that you can like, you know, take time off the summer and enjoy your kids and not be super stressed out about where your next client is going to come from.

sydney--she-her-_1_06-10-2024_140852:

I love that so much. Um, I definitely, definitely recommend it because it's You know, I'm all about like strategy and doing things with purpose. Like if I spend time on something, I want it to get the result. I don't want to do random things just to see what works. So like having Allison's strategies, helps you do that and saves a ton of time. So I'm going to put the sign up link for that in the show notes for everyone.

allison-hardy--she-her-_1_06-10-2024_140851:

Sydney. Yeah. And I don't like, I'm not interested in busy work. I'm not interested in fluff. I'm interested in actually helping people to get results.

sydney--she-her-_1_06-10-2024_140852:

Yeah. No one has time for anything else, especially in the summer with kids being home. Like I've got a million snacks to open. I

allison-hardy--she-her-_1_06-10-2024_140851:

You definitely have a million snacks to open for sure. Yes,

sydney--she-her-_1_06-10-2024_140852:

Well, thank you so much for being here. This was so helpful. Can you tell, um, listeners where they can find you on Instagram?

allison-hardy--she-her-_1_06-10-2024_140851:

sure. Yeah. Um, I handle is Alison underscore Hardy underscore send me DM. I love talking to people. It's one of my most favorite things to do.

sydney--she-her-_1_06-10-2024_140852:

Perfect. I'll put a link to that in the show notes as well. And definitely don't miss out on the masterclass.

allison-hardy--she-her-_1_06-10-2024_140851:

Thanks Sydney.

sydney--she-her-_1_06-10-2024_140852:

Thank you.