Always-On Audience Growth & Email Marketing StrategyPrepared for Michelle Philip — for Source It Here + Inter-Vu-Me
Build an Audience You Own — All Year Round
Social media can help people discover your business, but email gives you a direct relationship with people who have already shown interest in what you offer.
The aim of this strategy is to create an “always-on” system for Source It Here and Inter-Vu-Me that continuously attracts relevant people, gives them something genuinely useful for free, collects permission-based email subscribers, and nurtures those subscribers into platform users, registrations and future customers.
Meta advertising (Facebook & Instagram) onlyWhy this matters
Why Build an Email Audience?
In plain English: a follower is borrowed, a subscriber is yours.
A social media follower
When somebody follows a social media page, the platform decides whether they see future posts. Your reach depends on their rules, their algorithm and their priorities.
An email subscriber
When somebody voluntarily joins an email list, the business has a direct way to communicate with them again — in their inbox, whenever you have something genuinely useful to share.
Email marketing can be used to:
•Welcome new users
•Share helpful resources
•Promote platform features
•Announce new offers
•Share events
•Encourage registrations
•Re-engage people who have not visited recently
•Promote premium plans
•Share case studies
•Build trust over time
•Send launch updates
•Invite users back to the platform
“Instead of having to find the same audience again and again, you begin building a community you can communicate with directly.”
A fair note: email does not guarantee sales. It can support conversions, can help nurture interest, and can create repeat opportunities to communicate with people who have already shown interest in what each platform offers.
The system
The Always-On Marketing System
Five simple steps, repeated continuously for both platforms throughout the year.
ATTRACT
Paid social ads and organic content reach the right audience.
OFFER VALUE
The person is offered a genuinely useful free resource.
CAPTURE
They enter their name and email address through a landing page and clearly opt in to receive relevant updates.
NURTURE
They receive helpful automated emails and periodic campaign emails.
CONVERT
Relevant subscribers are encouraged to register, use the platform, attend events or consider suitable paid services.
The journey, end to end
Per-platform strategy
One System, Two Audiences
Each platform gets its own lead magnet, its own landing page and its own email journey — aimed at exactly the people each platform serves.
Inter-Vu-Me: Build a Healthcare Career Audience
Who this reaches
- Student nurses
- Newly qualified nurses
- Healthcare assistants
- Registered nurses
- Internationally educated nurses
- Healthcare professionals preparing for interviews
- Neurodivergent healthcare professionals
- Dyslexic students and professionals
- People who lack confidence in interviews
- People who struggle to structure answers or find the right words under pressure
Recommended lead magnet
The lead magnet must genuinely help this audience — practical, kind and confidence-building.
“Healthcare Interview Confidence Toolkit”
- 10 common healthcare interview questions
- Simple answer-structuring guide
- How to answer without using complicated language
- Interview preparation checklist
- Confidence tips
- What to do when your mind goes blank
- Simple STAR-method guide
- Tips for neurodivergent and dyslexic candidates
- Practice prompts
- Link to Start Practising Free on Inter-Vu-Me
Alternative lead magnet ideas
- “10 NHS Interview Questions & How to Approach Them”
- “The Student Nurse Interview Preparation Checklist”
- “Healthcare Interview Answers Made Simple”
- “Interview Confidence Guide for Neurodivergent Healthcare Professionals”
Facebook / Instagram Advert
Healthcare interview coming up?
Download the free Healthcare Interview Confidence Toolkit and start preparing with practical questions, simple answer structures and confidence-building tips.
Get the Free ToolkitSource It Here: Build a Business & Marketplace Audience
Who this reaches
- Small business owners
- Start-ups
- Sole traders
- Service providers
- Product businesses
- Local businesses
- Suppliers
- Entrepreneurs
- People starting a business
- People wanting greater visibility for their business
Recommended lead magnet
“The Small Business Visibility Toolkit”
- How to make your business easier to discover
- Simple business listing checklist
- How to explain what your business does clearly
- Tips for improving online visibility
- How to respond effectively to customer requests
- Simple promotional checklist
- How marketplaces can create new opportunities
- Invitation to list a business on Source It Here for free
Alternative lead magnet ideas
- “Get Your Business Found Checklist”
- “10 Ways to Get More Eyes on Your Business”
- “Small Business Visibility Starter Pack”
- “How to Make Your Business Easier to Find Online”
Facebook / Instagram Advert
Want more people to discover your business?
Download the free Small Business Visibility Toolkit and learn simple ways to improve how customers find and understand your business.
Get the Free ToolkitThe capture step
Dedicated Landing Pages
Each platform has its own dedicated lead magnet page, so every subscriber is captured in the right context.
Landing Page 1: Inter-Vu-Me Lead Magnet Page
- Strong headline
- Short explanation
- Visual mock-up of the free resource
- Key benefits
- Name field
- Email field
- Consent checkbox
- Privacy statement
- Download button
- Clear link into the relevant platform after signup
Landing Page 2: Source It Here Lead Magnet Page
- Strong headline
- Short explanation
- Visual mock-up of the free resource
- Key benefits
- Name field
- Email field
- Consent checkbox
- Privacy statement
- Download button
- Clear link into the relevant platform after signup
“Keep the form simple. The fewer unnecessary fields, the easier it is for somebody to complete.”
Email automation
What Happens After Someone Downloads?
A sample automated welcome journey — helpful first, platform introduction second, always at a comfortable pace.
EMAIL 1 — Immediately
Subject: “Here’s your free toolkit”
Deliver the resource and welcome them.
EMAIL 2 — 2 Days Later
Provide another useful tip related to the original resource.
“How to structure an interview answer when you know what you want to say but struggle to get the words out.”“One simple way to make it easier for customers to understand what your business offers.”EMAIL 3 — 4 Days Later
Introduce the platform naturally.
Invite them to start practising free.Invite them to create a free business listing or explore the marketplace.EMAIL 4 — 7 Days Later
Share another useful piece of content, success story, tip, or platform benefit.
Then move the subscriber into the ongoing newsletter / campaign list.
Ongoing email marketing
Staying in Touch All Year
Throughout the year the audience can receive useful, relevant communications — a suggested rhythm of 2–4 emails per month depending on campaign activity.
Possible Inter-Vu-Me emails
- Interview question of the week
- Interview preparation tips
- Confidence advice
- New platform features
- Healthcare career content
- New practice scenarios
- Event invitations
- Relevant offers
Possible Source It Here emails
- Small business visibility tips
- New marketplace features
- Supplier opportunities
- Business spotlight
- New categories
- Marketplace success stories
- Events
- Relevant offers
A value-first rhythm
Constant sales emails are not recommended. A healthy guideline:
Every email includes a clear unsubscribe option, and every subscriber is added only with their explicit consent — permission-based marketing, exactly as it should be.
Paid social
Keep New People Entering the Funnel
The lead magnet campaign can run throughout the year on Meta (Facebook & Instagram), bringing new people into each email audience. TikTok advertising is not included — this strategy is Meta and Instagram only.
Inter-Vu-Me
£100 / month
Suggested starting advertising budget
Source It Here
£100 / month
Suggested starting advertising budget
Total starting budget
£200 / month
Across both platforms combined
“This is advertising spend paid to the advertising platform and is separate from Lawson Her Vision management fees.”
£100 per platform is a sensible testing starting point — it is not a guaranteed level of performance. The budget can later be increased, reduced, paused or redirected based on performance, and remains entirely under Michelle's control.
Option 1
Run This Yourself
Before any managed service — here is exactly what running this system yourself would involve, step by step.
1Choose the lead magnet for each platform.
2Create the free resources.
3Build two landing pages.
4Connect forms to an email marketing platform.
5Create automated welcome email sequences.
6Set up tracking.
7Create Meta advertising accounts / campaigns.
8Define the audiences.
9Create advertising graphics and copy.
10Launch the campaigns.
11Review advertising results.
12Optimise targeting and creative.
13Send ongoing email campaigns.
14Monitor registrations and conversions.
15Review performance every month.
“This approach has no Lawson Her Vision management fee. You remain fully in control and can build the system internally.”
Whichever route you choose, ensure consent, unsubscribe options and privacy compliance are correctly configured before the first email is sent.
Option 2
Let Lawson Her Vision Set It Up & Manage It
If you would prefer not to manage the technical setup, campaign optimisation and ongoing email activity yourself, Lawson Her Vision can build and manage the system on your behalf.
The managed service is entirely optional — there is no pressure to choose it. The DIY route above stays available to you at any time, and the two can always be discussed together before deciding.
One-time setup
Initial Setup for Both Platforms
One-time, covering BOTH Source It Here and Inter-Vu-Me
£495
Inter-Vu-Me
- Lead magnet concept and strategy
- Creation of one branded downloadable lead magnet
- Dedicated landing page
- Signup form
- Email list integration
- Basic consent / unsubscribe setup
- Automated welcome email sequence
- Platform CTA integration
- Meta lead-generation / landing-page campaign setup
- Audience targeting setup
- Tracking setup
- Initial advert copy
- Initial advert creative
Source It Here
- Lead magnet concept and strategy
- Creation of one branded downloadable lead magnet
- Dedicated landing page
- Signup form
- Email list integration
- Basic consent / unsubscribe setup
- Automated welcome email sequence
- Platform CTA integration
- Meta campaign setup
- Audience targeting setup
- Tracking setup
- Initial advert copy
- Initial advert creative
Also included for both platforms
- Testing of both funnels
- Mobile optimisation
- Basic analytics configuration
- Handover / walkthrough
Ongoing management
Ongoing Audience Growth Management
Management fee for BOTH platforms combined
£195 per month
What the monthly management fee includes
- Management of both ongoing Meta campaigns
- Monitoring audience performance
- Basic campaign optimisation
- Reviewing cost per lead / signup
- Adjusting audiences where appropriate
- Managing lead-magnet funnels
- Monitoring landing-page performance
- Maintaining automated email journeys
- Up to 2 campaign / promotional email sends per platform per month
- Monthly performance review
- Monthly statistics summary
- Recommendations for the next month
- Tracking email list growth
- Tracking registrations where available
- Reviewing which audience / lead magnet is performing best
Advertising spend is NOT included in the £195. Recommended starting spend: £100 Inter-Vu-Me + £100 Source It Here = £200 monthly paid advertising budget.
LHV Management
£195
Advertising
£200
TOTAL per month
£395
Example only — advertising budget remains under the client's control.
Cost summary
The Two Routes, Side by Side
| Route | Setup | Management | Advertising |
|---|---|---|---|
| Do It Yourself | £0 LHV fee | £0 LHV fee | Client chooses |
| LHV Managed | £495 one-time | £195 per month | £200 suggested per month (£100 per platform) |
Example Month 1 (LHV Managed)
Setup £495 + Management £195 + Advertising £200
£890
Example Ongoing Month
Management £195 + Advertising £200
£395
Advertising budgets can be changed by the client at any time.
Which fits best?
Value Comparison
Do It Yourself
Best if:
- You have time
- You want full control
- You are comfortable learning Meta Ads and email marketing
- You want to manage optimisation yourself
You will need to:
Lawson Her Vision Managed
Best if:
- You want the system created for you
- You want ongoing monitoring
- You want consistent email activity
- You want reporting and optimisation
- You would prefer to focus on running the businesses
Set up £495 · Management £195/month · up to 2 email sends per platform per month
The long view
Designed to Build Momentum Over 12 Months
MONTHS 1–3
TEST & LEARN
- Launch funnels
- Test audience targeting
- Measure lead costs
- Build initial email audience
- Review lead magnet performance
- Identify strongest messaging
MONTHS 4–6
OPTIMISE
- Improve campaigns
- Refine email messaging
- Improve conversion points
- Increase focus on best-performing audiences
MONTHS 7–9
GROW
- Expand high-performing audiences
- Test new creative
- Promote additional platform features
- Use subscriber data to inform future campaigns
MONTHS 10–12
SCALE & REVIEW
- Analyse full-year performance
- Identify strongest acquisition channels
- Review subscriber-to-user conversion
- Create recommendations for Year 2
Flexibility built in
Flexibility Built In
The managed service is designed as an ongoing 12-month growth strategy. However, Michelle will have a formal review point every three months.
At each 3-month review
- LHV presents campaign performance
- Email subscriber growth is reviewed
- Advertising results are reviewed
- Platform registrations are reviewed where trackable
- Performance of each funnel is reviewed
- Recommendations are presented
At each review you may choose to
“Three-month break points mean you are not locked into continuing for the full year if the strategy is not meeting your needs.”
Transparency
Monthly Reporting Dashboard
An example of the statistics summary Michelle receives each month — one for each platform, plus the combined audience picture.
Inter-Vu-Me example report
Source It Here example report
Total Email Audience — example month
Inter-Vu-Me
387
vs previous month
Source It Here
462
vs previous month
Combined
849
vs previous month
Example figures shown for illustration — actual results vary from month to month.
How success is measured
What Success Looks Like
No fixed numbers are promised. Instead, success is measured using:
“The objective is not simply to collect email addresses. The goal is to build relevant audiences who genuinely have an interest in what each platform provides.”
Michelle owns her audience data, subject to each platform's privacy and consent arrangements — subscribers are collected with permission and can unsubscribe at any time.
Next step
How Would You Like to Proceed?
Choose the route that feels right today — nothing starts automatically, and Lawson Her Vision will confirm everything with you first.
Whichever option you pick, no payment is taken here and nothing runs until Lawson Her Vision confirms it with you personally.
Suggested starting advertising budget if managed: £100 Inter-Vu-Me + £100 Source It Here = £200 per month — always adjustable by you.
“The aim is simple: rather than relying only on one-off social media posts, build two growing audiences that Source It Here and Inter-Vu-Me can continue communicating with throughout the year.”
Create value. Build trust. Grow the audience. Keep the conversation going.
Choose My Next Step