Content marketing and blog posts are an excellent source for increasing website traffic and expanding your company’s email list. Instagram and SnapChat might be all the rage, but they’re no substitute for the written word. Furthermore, no blog post will ever require expensive equipment such as video cameras and live recording devices in order to communicate valuable information to your consumer audience. The truth is that when your posts deliver coveted answers to consumer questions regarding your brand, the search engines take notice. With a little SEO work and some optimization, your blog content can rank highly in SERPs (search engine results pages), attracting visitors to your website. In fact, companies which blog eleven or more times each month average three times the website traffic than businesses which blog once a month (or not at all).
Your blog posts establish your brand’s credibility, positioning your business as an authority on a subject. However, failure to include a next step for readers is a common, costly mistake.
Here’s what you SHOULD be doing with your blog posts in order to grow your customer database:
Offer opt-ins. While 95% of users have a functioning email address, they can’t sign up for your newsletter if they don’t know you have one. Incorporate links to sign up for your email list throughout your entire blog as well as the individual posts. Opt-ins can be a form in which readers input their email addresses or a link to a sign-up page. You can incorporate opt-in forms on your website header, footer, sidebar, as a pop-up or at the end of each post. You want to place them where readers will notice.
Incorporate personalized CTAs (Call to Action). A personalized CTA which offers something to your customers will compel them to stop and fill in their email info. Be sure your CTAs stand out and are noticeable among the existing content. CTAs should be visually appealing while matching the rest of your website. In addition, be sure to use direct, interesting copy to describe your CTA so that customers will want to click on it.
Lead magnets are crucial to a thriving email list. Lead magnets are offers which attract consumers to your email list. A good lead magnet is the entire reason a consumer will want to receive email from you, so you need to think carefully about what it is you’d like to offer! Readers will want to know what kind of email they are signing up for and whether or not it will be of value to them. Imagine being invited to a restaurant without having the ability to choose what you will be served. I doubt you’d go.
Clarity is key and you need to offer your readers relevant content and info in order to get them to subscribe. AND, while this might seem obvious, don’t forget to connect your CTA with your preferred email platform. Your landing page sign-up form, should you choose to have one, will connect new subscribers with your email list so they are signed up to receive your next email.
Email is one of the most important tools in your brand’s arsenal. In fact, email list building should definitely be incorporated into your marketing strategy! Afterall, 80% of online users say that email is their preferred marketing method.