Many online coaches struggle with knowing what business systems to automate in their business and when. They want to increase their impact and their income without alienating their clients or overwhelming themselves. When business systems automation is applied to a business with the intention on creating a positive customer experience and deepening the relationship, it helps a business grow sustainably and profitably.
5 Business Systems Coaches Need to Automate in Their Business to Increase Their Sales Online – Email Marketing Specialist & Consultant
However, when automation is used in the way the “Bro Marketers” like to use it, it focuses HEAVILY on what they want and not on what’s best for the client. I know. I’ve learned 98% of the tactics and strategies and always feel icky. I feel icky because as a HEART-centered entrepreneur “bro marketing” tactics put my EGOic needs first. That’s not how I like to operate. And, that’s probably not how you like to operate either.
In saying that let’s get going.
But first…
What do I mean by business systems? What are business systems?
A business system is several processes put together that continue to add value to the business. They make repeatable processes more streamlined. If you sell a cake the same way from start to finish you are operating within a system. The individual processes in selling a cake are: making the cake sponge, decorating the cake, selling the cake, & delivering the cake. These steps are actually very similar to the systems you’ll create as a coach.
Automating it is like putting all the ingredients in a contraption, walking away to work on something else, and coming back to find the cake already made, decorated, shipped, and the money coming into your bank account.
So, as you can see, automation in itself is neutral. Much like money. How you use it is determined by you and what you value.
And I believe that in the hands of heart-centered women, automation can be highly powerful and even ASSIST in the transformation process.
But there is one thing that binds most business systems together in the online business space: email.
The underlying connection in most automated business systems is e-mail. Email is an amazing way to stay in contact with your (potential) clients and it’s not always about hot and heavy “buy my thing” sales.
1st Business System to Automate: Email opt-in & Email welcome series
This is when you deliver the freebie you promised and onboard them into your community. Usually, you want this to start as soon as possible. The best way to execute this is to give them access to what they signed up for and welcome them over a series of days/weeks for the first 30 days or so. Then move them to your regularly scheduled emails. You are doing this so can build a solid foundation for the relationship. In those emails, you’ll want to include ways to book calls with you which brings us to the next business system to automate.
2nd Business System to Automate: Digital Appointment Scheduling
Ever tried to meet someone for a chat online? It was terrible right? Had to go back and forth via email and nothing was working and finally by the time you set a time you forgot what it was you were meeting them for? Yes… I’ve been there! It’s a total hassle. The best thing since sliced bread in the digital world is an online digital calendar where you can see your availability and allow someone else to schedule a time for then they are available at the same time. Genius right? You don’t have to chase them and the appointment type is set so you remember what you are meeting about. win-win.
Some digital calendars are quite robust and some are pretty basic. Acuity is the one I use and it’s like the goldilocks porridge: just right!
3rd Business System to Automate: New content released email
This is all about making sure your content gets out there in front of your audience in a consistent manner. I personally recommend all content creators to have this type of email set up. It automatically checks for updates in the RSS feed of your blog/podcast and then sends an email notification out to your list. So they are always in the loop. You of course want to schedule posts for social media but this is an easy way to make sure your blog is getting out there to the people who said they wanted to hear from you! You can set it so that it simply links to the content or it actually includes all of the content in the email. If you are training the people on your list to click through to things then I’d simply make it link to the content. ActiveCampaign does this in a way that I love!
4th Business System to Automate: On-boarding new clients
This business system is crucial if you want to make sure that buyers’ remorse stays at bay or never shows up to begin with. People need reassurance when they make big financial and/or time commitments. Your proactivity is rewarded here. Make sure there are emails that go out to congratulate them on taking a big step and tells them what to expect and what to do next. Also, make sure it’s pretty easy. Make sure to be explicit in details.
5th Business System to Automate: Digital product delivery + follow up
This automating this business system is crucial especially if you have moving pieces and/or people can fall off and not make progress. The follow-up is really important here. You want to make sure that people get the access they paid for immediately if possible. You also want to keep them informed of moving pieces like calls well in advance. One of the things I see people do is rely on Facebook to notifiy their clients of things. This creates a major problem. A lot of people aren’t using FB and FB has an algorithm and it might not notify your people.
E-mail is the best way to notify people of what’s going on and even changes when they occur even at the last minute. It’s where people go to look for up-to-date info. Also if your product has a potential for people to fall off and not complete it, it can be beneficial to add in e-mail checkpoints that follow up with them and their progress. This is called a post-purchase email sequence. Membervault is a really awesome course software that adds tags to people as they go through your course/product so you know where they get stuck. This helps you be a better teacher and coach. Win-Win!
Alright so those are the 5 business systems a coach should automate her business if she cares about customer experience, results, and growth.
Let’s recap. Those 5 business systems to automate were:
- Email opt-in and welcome email series
- Digital appointment scheduling
- New content release emails
- Onboarding system for new clients
- Digital product delivery & follow up
But you might be wondering why I chose these 5? Well, it’s because these 5 are the crux of your relationship with your customers and clients. These automations greatly affect the relationship and customer experience because they help you DELIVER what you promised. They help you KEEP your word and keeping your word allows you to become trusted.
Side note: I asked in a FB group a little while back “has anyone ever felt like they fell through the cracks in someone’s business?” and the answers were “Yes”. What was heart breaking was they said it was AFTER they purchased something! Say what?! That’s a “Oh hell naw!” in my book.
Anyway, these 5 automated business systems help you build a solid relationship with your people. And solid relationships are what build influence and trust. These automations also save you time and brain space! Imagine getting things done in a 1/4th of the time? You’ll actually have the freedom-based business you wanted in the first place without neglecting your community. win-win!!
Bonus Automated Business System: Lead nurturing
I think all online coaches should have in their business is potential client nurturing also known as email nurture campaigns. These are good for the in-between times and it keeps you top of mind. You can create an email sequence and have them in place. All leads go through it and it warms them up and gets them engaging with your brand. They may even purchase things while you aren’t looking (or in your sleep!) How cool is that?
These automated business systems are meant to help you create a consistent experience with your brand AND help you save time, energy, and money. In most cases, automated business systems help you make more money with less labor. It’s not just about making money in your sleep, though that too is possible. It’s about reducing unnecessary effort and increasing efficiency!
If you’re having trouble with choosing which business systems to automate start with email. Check out my new optin Welcome Email template to send when people join your email list to start building that relationship!
This optin will help you start automating your email marketing and have you automating your business systems in no time.
Visit brittanywhitevolks.com/free-welcome-email-templates-for-beauty-businesses to grab Welcome Email Template free today.
