As the owner of a business, you must determine the best marketing strategy for your company. However, sometimes the best strategy can be difficult to decipher. Many options are available and all of them have positive and negative factors to take into consideration.
The Beginners Guide to Online Marketing explains that you must “remember that your marketing initiatives will fall into the following core areas: awareness, engagement, decision, and retention.” By utilizing both content and email marketing, you will create a strategic plan that will help your business reach visitors in all four areas.
Use the following steps to help you understand why the combination of content and email marketing is unstoppable. Learn the truth about email marketing, how to set up a marketing plan, provide engaging content, and create value between your business and your audience.
The Truth About Email Marketing
Email marketing is a popular strategy for over 80% of online businesses. However, of those 80%, Kane Jamison states that “an Epsilon report found that the average click rate for marketing emails was just 3.9% in the first quarter of 2015.” This means that your business’ marketing emails are rarely being read.
The 3.9% rate is high compared to 2014 which boasted a little over 2% in the final quarter. Despite the fact that email is the “number one way to stay in touch with [your] audience,” as Jamison posits, “it’s often used just as a channel for sales instead of sharing your brand’s content.”
The reality is that most of your email subscribers signed up hoping to learn more about a specific topic. If they are simply sent sales emails, their needs are not being met. Therefore, it is important that you develop a combination of content and email marketing.
InfoGraphic Via: http://ascend2.com/home/research-reports/
The First Steps to a Successful Email Marketing Plan
The first step to developing successful content and email marketing as a combination is to create an email marketing plan for your business. Use these steps to develop a successful plan to engage your audience:
- What You Must Tell Your Audience
When you are building an email list for your campaign, you must remember that getting permission is of the utmost importance. Let your audience know what they will be receiving by signing up for your email subscription and how you will be using their email address.
Getting whitelisted can certainly help. Kissmetrics explains that “essentially, getting whitelisted is the equivalent to being marked as a friend, and the best way to achieve this is by being added to the recipients address book.” Try providing your audience with instructions on how to add you as a friend in your emails. Building credibility with your audience puts you further ahead in the long run.
- Follow Through with Your Plans
While it is of the utmost importance to build credibility with your audience as stated above, it is just as important that your audience views your email marketing as reliable.
Kissmetrics states that “if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure. On the contrary, if someone is expecting daily updates or critical product updates and you don’t deliver, they are likely to be just as upset.” Ensure that you follow through with what you are promising your audience in order to show them your business is reliable.
- Review Your Detailed Analytics
Collecting analytics is an essential piece to an online business and the same goes for email marketing. However, if you are collecting data and not reviewing it, your efforts are not worth the time.
An article by Kissmetrics explains that “email analytics are critical in that if you’re paying attention, they’ll give you very specific clues as to what you’re doing wrong. Of course, the key variable here is ‘paying attention.’” Keep your audience engaged by reviewing your analytics regularly.
Creating a Value Exchange with Your Audience
When creating content and email marketing, you must view your plan as a value exchange with your audience. Your audience does not want to read your spam advertisements for new products.
Email Marketing: How to Push Send and Grow Your Business, by CopyBlogger, states that “what works is a value exchange – your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you … that you’re not a soulless self-promoting spam-bot.”
The problem is that most businesses follow the steps listed above and then spam their audience with self-promotion. The way to create a marketing strategy that works to build your audience, rather than convince them to unsubscribe, is to provide them with valuable content to spend their time on.
Your content should focus on deepening your relationship with your audience. CopyBlogger goes on to say that you should do this through “effective subject line writing…, your distinctive voice…, and delivering quality, niche specific content your prospect needs and shares with others.”
When your audience subscribes to your email marketing, they have an issue in which they need assistance. Your audience believes that you can provide them with content to aid them in solving their issue. However, in order to do this well, you must understand who your audience is and what they are looking for in quality email content.
Develop deeper relationships with your audience and watch your detailed analytics to determine which content pieces perform the best. Develop content in this area to convert the most visitors into sales. By doing this, you will be providing a valuable content exchange between your business and your audience.
Utilizing Content and Email Marketing as an Unstoppable Combination
All business owners must find ways to bring in traffic, engage visitors, and develop relationships that will eventually convert visitors to paying customers. With so many options available in online marketing, it can be difficult to choose a path that raises awareness, is engaging, develops decisions, and encourages retention.
However, by utilizing the unstoppable combination of content and email marketing, you will see a steady growth in your converted visitors.