Content marketing and social media marketing are great tools for attracting leads through the sales funnel, but they have their limitations. Providing website content to potential customers requires high search rankings for relevant keywords, and social media posts have a short lifespan and stiff competition. There is no guarantee that potential customers will discover content published on these channels.
There is a way to increase the likelihood that content created for potential customers will be used: email marketing. By adding modern email marketing strategies to your existing lead acquisition efforts, you can deliver relevant content and personalized communications directly to leads through a channel they actively follow.
The popularity of content marketing is growing exponentially, and there are now over 500 million blogs on the internet (1.6 billion websites, but only half a billion are identified as blogs). Like any great marketing channel, content marketing has become saturated and less effective in 2019 than it was a decade ago.
Content marketing helps build long-term relationships with your target audience. It helps to attract potential customers and retain existing ones. For example, companies that have a blog attract 55% more visitors.
6 effective and actionable tips to help you not only get the most out of your content marketing but also take your effectiveness to the next level.
1. Segment your list
With an ROI of 4400%, email is still one of the most powerful marketing channels you should be using because the people on your list are already your fans.
If you’re not already offering exclusive content to your subscribers, you’re missing out. People like to feel special, and when you tell them that only they (subscribers) will receive “the best of the best” information, they are more likely to agree.
If you want to take it to another level, try segmenting emails. A study by Campaign Institute found that segmented campaigns resulted in a 760% increase in revenue. That extra level of personalization goes a long way.
2. Interactive content
There are only so many ways to directly promote your products and services through marketing. Sometimes it’s worth stepping back from your core marketing program and telling stories that make your brand more memorable and appealing. The more creative the stories you tell, the better chance you have of standing out and improving your brand image.
A great example of a marketing campaign with this focus is the “Huggies” Diaper brand. They found that research shows the positive effects of hugs on children – hugs help strengthen their immune system, stabilize their vital signs, improve brain development, etc. This inspired the company to launch a campaign called ‘No Baby Without Hugs’ to educate parents about the benefits of skincare, skin contact, and providing volunteers in hospitals for children in need of hugs.
3. Improve design
Even if you send an interactive or HTML-based email, it won’t be welcomed if it’s poorly designed. Sending a colorful HTML email does not mean that your subscribers will read it.
How you design your email and how much effort you put into it is crucial. You should focus on 6 different areas of email design:
- The text before the header
- Navigation bar
4. Focus conversion
Try to achieve your goals by improving your conversion rate. If you want to attract traffic to your blog, a new e-book, a video, or a guest post you recently published, you should make it clear to your subscribers what they should do after they open and read your email.
5. Make it personal
Personalised emails are more likely to be opened and generate higher click-through rates. But personalization isn’t just important for increasing sales. It’s an effective means of building relationships. Addressing leads by name is a good start, but there are plenty of ways to take personalization a step further:
Use the date of birth information to send contacts messages on their birthdays.
Send a thank you promotional message on the anniversary of a contact becoming a subscriber or creating an account.
Send emails from a personal account rather than a brand account, so the conversation is more personalized than sales-focused.
You’ll need more than just an email address to personalize emails, but asking for too much information beforehand can discourage potential customers from signing up or filling out forms. Instead, consider using triggered campaigns to gather more information.
Encourage readers to reply
Irresistible topics – speak directly to readers and promise them something that will stand out from the other letters in their inbox.
A distinctive voice – Just because readers open your email doesn’t mean they aren’t queuing up to delete it quickly. Always make sure your message sounds like it’s coming from a real person who cares.
Target content – Segmenting your mailing lists by reader demographics makes it easier to create a message that truly matches the needs and interests of your readers, making them more likely to accept the offer, or even pass it on to other potential customers.
These points are aimed at encouraging recipients to respond.
6. Keep your emails out of spam folders
How to keep your emails out of spam folders – Avoid using capital letters, too many exclamation points, and hyperbolic phrases. Poorly formatted HTML code in your emails can also be damaging. For more information on how spam filters work and how to avoid them, check out a valid email address.
Last but not the least, make sure your emails look clean and crisp. Use short paragraphs, use bullet points, use such images that will illustrate your message.
In the end, all of these techniques focus on nurturing leads in a more personal, direct, and engaging way. Increase engagement with interactive emails, build relationships with personalized and dynamic content, develop audience segmentation and automatic triggers, and connect anywhere with mobile optimization.
To incorporate email marketing into your current lead generation program, start by implementing a unified strategy. By starting with a single strategy, you can develop e-marketing initiatives with less stress and more impact.