In the e-marketing part of this blog series, we touched on how a blog is a great way to give people a reason to visit your site. We also encouraged you to share your blog with your email customer database.
Many companies start a blog on their website because they have heard it is good for SEO purposes. This is true, but in fact you can get so much more from your content. Here are our top tips for getting the most out of your content:
Share, share and share alike. You’ve spent ages crafting this killer blog post, so give it the attention it deserves. Share on all your social media channels. This will attract more initial traffic to your post, achieving greater visibility and help build customer trust and loyalty.
Make sure others can share the love. Ensure you have sharing buttons on your blog page, so that your readers can share your content at just the click of a button.
Bookmarking sites. Utilise bookmarking sites such as Stumpleupon, Digg and Delicious to help people find your content more easily.
Recycle and update. There is nothing wrong with using old content that has and is performing well to create a new post. Likewise, there is nothing wrong with updating your old content to bring it up to date, perhaps with new research or new products. It is also a good idea to continue to share links to your evergreen content on social media to help increase inbound links.
3rd Party Content Aggregators. Look to harness the power of bigger publishing platforms, such as Linkedin Pulse, Huffington Post and Medium, currently the biggest content site out there!
When done correctly, e-marketing is one of the cheapest and most effective tools we have. After all, the people on your emailing list have hopefully signed up to receive your news. You, and/or your brand, have already piqued their interest.
But how do you keep this audience engaged without constantly bombarding them with promotional emails?! Well, here are our top tips:
Don’t email too frequently. I would say that any more than once a week, unless you have current news that’s too exciting to wait to share, is intrusive. From our experience, emailing more than 1-2 times per week results in a considerable drop in your open rate, and an increase in your unsubscribe rate.
Don’t just email about promotions. Find other subjects to communicate about, here are some ideas:
A blog is a great way to give people a reason to visit your site. When you publish a new blog, you can also share it with your email list.
Company news – award wins, team achievements, how-to’s anecdotes, humorous experiences.
Back in stock – particularly if this customer has purchased the item previously.New product launches – let your customers know about any NPD you have, help them on their way to the buying decision.
Seasonal products – let your customer know about your product before your competitor does about theirs!
Promotions – of course, let your customer know about these, just don’t make them the be all and end all of your e-marketing strategy.
3. Split test & experiment! Once you reach a certain number of signups (I’d say 10,000 is a decent number) you can then start to segment your list and also split test. Through split testing you can experiment with a variety of elements to gauge a variety of factors including:
What type of message subjects get the highest open rate
What type of content converts to the most traffic for you
What kind of layout is the most engaging for your email list
What kind of promotions are most appealing to your customer
What day is best to send you email
These are just a few ideas to get you started. If you are looking for more advice on email strategy, email us email@example.com