Blogging is a very effective way to get potential customers to your website. Research has shown that regular publishing of content on your company blog can improve lead generation and revenue. However, many website owners rely on social media and SEO in order to generate traffic for blogs.
These aren’t the only two ways.
You can utilise your mailing list to bring in audiences to read your content. There are two reasons why this isn’t currently done.
The first is because blog writers generally discount blogs as a way to bring in people unfamiliar with the brand to introduce them and then convince them to subscribe to the mailing list. The second reason is that business owners often see email as a way to sell with audiences and to do little else.
The Number Of Touchpoints In A Sale
The problem with these two assumptions is that it ignores a fundamental rule about selling. That in 80% of cases, it takes between five and twelve interactions to make one sale. That is a lot of touchpoints to cover. Yet sending an email and reading a blog would actually count as two.
It also ignores the potential of blog posts to sell to customers. After all, if you’re using blogging to generate leads, you’ve already used them to sell to your audience.
Therefore, email marketing and blogging should be combined. But how can you do that? Here are some simple solutions that can help you integrate the two.
1. Blog Summary Email
Either by using an RSS feed, or by creating a manual summary, you can send audiences a list of recent blog posts. Within the email, contain a blog title, blog excerpt and a featured image for each blog post. Then create a link to each individual blog post.
This allows your audience to select which blogs they’re interested in and read those in full on your website. This is a simple way to build blog traffic, but you can sometimes find that busy individuals give your RSS feeds a low priority.
At the same time, if you don’t publish a lot of content, like two or three a week, then this methodology doesn’t really work. However, if you publish numerous articles per week, this is a great option for your brand.
2. Summary Within Other Emails
A common tactic is to include a ‘blog post plug’. This is like having a general email with a section of it dedicated to promoting your latest blog post. This is a simple and sometimes effective way to get people to read your content; but it comes with a couple of problems.
The first is that it makes your emails more cluttered. The second is that it can devalue your main message and people forget your messages as they read your content. Therefore, you might lose revenue for extra traffic.
3. Dedicated Emails
This is a common tactic where a blog post has its own email sent out. In the email you can sell what the blog post is about, why it is important to read and other critical information that the audience needs to know. A lot of companies use this tactic and some to great effect. But you’ve got to make sure that you’re publishing high quality articles that aren’t going to be duplicate content from other sources.
If you don’t have a lot of blog posts being published then this is the best option for you. It can also add a little personality to your marketing and get people to like your content more.
Email marketing and blogging should be connected more. By using different methods, you can market your blog to your subscribers, bring them back to your brand and sell them your value proposition. However, you must select the right strategy for your brand. This is based on your end-goals and the level of blogging you do.
Do you blog? How many blogs do you write per month?
Let us know in the comments below.