Goodbye to the Hard Way 👋

Hello Reader,

"I don't like doing things the hard way so I figured something else out."

A friend of mine recently asked me how I managed to do email-only launches of my programs and services. And that was my answer.

(Sidebar: I don't just use email, but email is the mechanism so I can see why this would be the perception.)

I've been able to fill things like Summer of SEO without dependency on ads, social media, or an intense webinar cycle. My friend Kerstin would call this a "Calm Marketing Funnel." I simply don't have the time and mental bandwidth to be online at the level a social media-first launch would require, and, frankly, while I'm not against experiments with digital ads, the budgets required these days are eye-popping—the math doesn't math for the scale of programs I offer.

I'm able to make this strategic business decision thanks to my consistent commitment to a marketing ecosystem that's focused and achievable—you guessed it, my blog and SEO strategy work hand in hand to do just that.

It's not magic, but it is work, and follows a proven system. Here's how simple it is:

1. I have both blog and website page content that is designed to attract a very specific person onto my website
2. I have supporting content that proves that one page or post isn't just a flash in the pan—it builds trust and belief (because none of us are entitled to that off the bat).
3. I have a great lead magnet that solves a real problem, my free Engineer Luck course, so it feels worth it for people to give me their email address.
4. I communicate consistently in email, and have for so many years I've lost count. And I really try to make these emails valuable and helpful. Again, trust building continues.
5. I supplement all of this with things such as live, educational webinars (which work well for me), some VERY lightweight social media, and the occasional experiment with ads and collaborations.
6. So, when I have something that's time limited, like my annual Summer of SEO program (which is open just to my waitlist and, as of today, newsletter subscribers right now), I have good data and have built expectations in my audience's (that's you) eyes.

The result is a relatively low-key approach, which sometimes leads folks to think I'm serene and unstressed (hahaha), or am only using one mechanism, email, because it operates like a well-oiled machine. You don't see the marketing like you do with platforms that reward constant engagement, such as Facebook or LinkedIn.

This is, loosely speaking, the entire crux of my Alignthority® marketing system and what I'm teaching this summer in my authentically amazing group strategy program.

As I mentioned in the big purple button above, I opened up early enrollments for the waitlist on Monday, and it's open to my newsletter subscribers only at that secret link today. I would love to see you there this June. If you're curious, but not 100 percent sure, you can join me for a virtual open house next week and get your questions answered—or just email me directly and we can chat.

Whether the program is for you or not, I hope you can glean a little inspiration from what I do so you can see what's possible when you're consistent and create a habit of long-term thinking in your marketing so you too can say goodbye to the hard way.

Onward & upward,

Sarah

P.S. I will be promoting Summer of SEO until the program is filled, due to my being a business—I know you understand! But if you really don't want to hear about it, go ahead and click here and you'll be tagged to not receive program-specific promo (you'll still get Friday emails that may mention it, however).

​

​

​