One of the many benefits of having a business blog is using your content to offer value to your email list. You see, cultivating your list is what converts your leads from prospects to becoming buying customers. It’s how move your subscribers through the buyer’s journey to create sales from your efforts. In fact, leads that are nurtured tend to make 47% larger purchases than ones that are non-nurtured.
So, it pays to implement nurturing tactics and hone your email marketing strategy to achieve favorable outcomes. Your blog is a strong asset to helping you do just that.
We’ve compiled five ways on how you can leverage your blog as a tool to nurture your email list to build relationships, better engagement, improve revenue, and bolster your inbound marketing strategy.
#1 Answer FAQs in Short Blog Posts
Think about those common questions your prospects tend to have in regards to your business, product, or service. You can also consider the frequent challenges your customers often experience before connecting with your company. Both scenarios provide excellent (and easy) content pieces you can publish into mini-blog posts to build a vault of blog articles.
The truth is, all of your blog posts do not have be long-form or optimized for SEO ranking. Simply publish a blog post that is for your list. Make it short, relatable, and conversational. It’s an ideal strategy to keep traffic coming to your site while nurturing your list.
#2 Report Breaking News in Your Industry
Sharing feedback on current events and what’s trending in your niche is a major sign that you “stay in the know”. Doing so positions your brand as a reliable source and one that prospects want to remain connected to for the latest news. It’s also a great opportunity to showcase your brand personality and reveal the important matters of your industry.
Therefore, when breaking news hit, notify your list promptly with a blog article relating to the topic. If it’s something unrelated to your niche, find a way to connect it to your business so your message resonates with your audience.
Finally, encourage readers to share their feedback through comment to foster engagement.
#3 Publish Content Based on Your Subscribers' Interest
Did you know that marketers have noted a 760% increase in revenue from segmented campaigns? Also, email subscribers are 3 times more likely to share your content via social media than visitors from other sources.
With that said, segmenting your email subscribers based on the content topics that interests them the most is a winning tactic to boosting engagement. Not only will you increase opens, click-throughs, and sales, but subscribers will be more apt to share your content to their social media channels, bringing added exposure to your brand.
Email segmentation is extremely successful because your list will feel that you are speaking directly to them. They will connect with your message in a way that compels them to action…or at least to stay tuned to your future content. Either way, you’ve grabbed their attention and your marketing is now highly effective.
Discover what content gets people clicking and segment your list based on that. Decide to create more content around those topics to further engagement.
#4 Share Content Based on Buyer’s Journey
Your leads are at different stages in the buyer’s journey. Some are new and are just becoming familiar with your brand, whereas others maybe have had more experiences as customers.
It’s key to share content that relates to their unique paths so your message speaks directly to their interests and keeps them engaged in your email content.
Here are the different stages of your sales funnel to stimulate how you can create blog content that aligns with each one:
- Awareness Stage: Your consumer realizes they have a problem so appropriate topics include answering their most impressing questions and educating your audience in areas relevant to your niche
- Consideration Stage: Your prospect is more acquainted with what you bring to the table and respects you as an authority. They’re not quite ready to make the purchasing decision. Use long-form blog content that goes delves deep into solving a specific problem
- Decision Stage: They see you as the solution provider to their problems and trust your brand. You want to move them to the buying decision. Publish multiple posts that sells your product (giving demonstrations and how-to’s) or offer free trials that moves them to the close
#5 Continue to Share Quality-Rich Blog Posts
Your business blog offers a medium to share your expertise, solve problems, inspire and educate. It’s also a chance to bring further exposure to your brand, thus, you want to remain consistent in sharing valuable content that resonates with your audience and continue to share it with your list.
As mentioned, nurturing your leads with content is the primary way to converting them into customers…it’s how you reap income from your email marketing. Blog regularly, then share it with your list.
To make your blog content remarkable and engaging, include visually appealing content like infographics, videos, high-definition images, and fun GIFs (when appropriate). These added pieces enrich your website experiences and keeps subscribers on your content longer, which improves SEO ranking.
Also, find out what your subscribers want through surveys. Leverage this tool to see what your audience is thinking, providing more opportunities to give them what they want.
A solid email marketing plan nurtures and grooms your leads to becoming buying customers. Your blog is the perfect source to achieve this goal.
