This final step could be the most crucial.
You’ve spent time and money developing important blog content as well as correctly crafted PPC advertising and retargeting sequences. These are the engines that will drive new traffic to your site and keep users engaged during the first few weeks of discovery.
But here’s the reality: that’s not enough.
Even the best, most popular, and most adored products can only convert 10% of new visitors to paying customers. The vast majority of customers make a purchase several weeks or months after discovering your website and product.
You risk losing 90% or more of your people if you don’t have a continuous, long-term follow-up in place. Not to mention the time, money, and resources you squandered in the first place!
The trick is to check their email inbox frequently throughout the month. This keeps your company’s name in people’s minds and provides the opportunity to re-engage them on a regular basis.
Should you keep sending them the same sales presentation? Obviously not. You need a more compelling reason to put something in their mailbox every week. More educational content regarding the problems you solve for customers. This is what your audience responds to, causing them to open your emails, read your material, and acquire value from you.
This builds trust, loyalty, and familiarity, which strengthens with time. And, presuming that these people have the problem that your organization exists to answer, chances are they’ll become clients sooner or later.
Newsletters by email
Because you’re already producing high-quality, relevant blog content on a weekly or biweekly basis, you should send an email newsletter to announce the publication of each new blog item.
Just a quick comment concentrating on the topic or problem addressed in the post, why it’s important, and a link to read it on your site. Here’s an example of one of our most recent mailing list newsletters:
New Lead Nurture Components
I suggested that you should have lead magnets on your website to attract new email subscribers. These, however, serve a second, and possibly more important, purpose: they nurture your email subscribers.
All of your lead nurturing materials will not have been received by all of your email subscribers. Perhaps they joined your list as a result of a content upgrade but have yet to receive your drip email course or attend your webinar.
You can include properly timed “pitches” for these lead magnets on your list throughout their lifecycle using email marketing automation workflows. These provide your email subscribers more opportunities to evolve from casual readers to engaged leads on the point of making a purchasing decision.
Of course, in your email marketing solution, you may utilise smart tagging to establish whether a subscriber has already gotten a lead nurturing piece or if they are already a customer. Obviously, you want to make certain that subscribers only receive new content.
Direct Sales Proposals
Don’t misunderstand me. While the majority of your content marketing activities and communications should be informative, value-added information, direct sales pitches should not be eliminated entirely.
After all, you’re in business to make money.
The optimal time to include a sales pitch is immediately after delivering a lead nurturing item. Because you’ve just taught the best practises, your product pitch is positioned as the logical “next step” in permanently resolving this problem.
You can (and should) include infrequent mentions of your product or service inside your content or as a “P.S.” at the end of some of your emails, though. The more pertinent these mentions are, the better.
Action Items for Step 5
Include email newsletters on a regular basis in your blog content calendar.
Set up email automation routines to advertise your lead nurturing pieces over the lifespan of a subscription. Incorporate strategically placed product mentions and pitches into your emails and articles.
Starting the System
As you can see, managing a blog content calendar alongside pay-per-click ads has a lot of moving pieces.
The idea is to create recurring procedures and processes to ensure that everything is completed and that you are consistent. This is how you will achieve long-term results and improve over time. With this in mind, I created a set of recurring procedures to help you implement this information in your organization.
I hope this guide serves as a foundation for you to build on! The objective, as with anything in marketing, is to continually adapt and improve.
Do you require assistance in developing critical blog content and lead nurturing materials to power your PPC funnels? My staff and I would be delighted to discuss it. Digixpertz’s done-for-you content service may be found here.