Deciding to combine blog posts and an email campaign is a great idea. But most business think all they need to do is write a post and send an email. There is more that goes into a campaign than just those two steps. The most important component is having a plan and recognizing your goal.
Understanding what you want to get out of a blog post/email campaign will help you achieve it. Do you want to sell a certain product? Get more Facebook fans? Get more readers to your blog post? Whatever it is, make sure you understand it and always have it in the back of your mind.
Because you don’t want to inundate your readers’ email boxes daily or most likely even weekly, get out a calendar and pick a few days throughout the year that will have a blog post and a corresponding email campaign. You may want to choose holidays such as St. Patrick’s Day if it corresponds with your goal, or it may just be every 3rd Thursday. I usually suggest around 8-10 emails a year, plus a few other tricks to stay on the forefront of people’s minds.
There are a few elements that you need to make sure to include in order to have the most effective campaign possible.
- Every blog post and email has to have an extremely strong headline
- Every blog post and email has to have a call to action
- Set up landing pages for those who click through to “land” on that makes it incredibly easy to achieve your goal. For example, if your goal is to get more Facebook followers, your landing page will be a link directly to your Facebook fan page.
Just because an email goes out doesn’t mean your work is done. Make sure you are monitoring your open rate, click rate, and purchases. If they seem weaker than you wanted, next time try tweaking the headline or having a super simple landing page.
Take the time to set up a blog and email campaign and you will see your sales and website numbers go way up.
You want to focus on turning the eyes you have into paying customers rather than procuring more and more eyes. Your landing page better rock.
What is a landing page?: A landing page is a page on a website that traffic goes to in order to take action.
The purpose of a landing page: To persuade visitors to take action on your offer.
In order to market your business effectively and make as many sales as possible, your landing page better be hot, hot, hot. And it better contain copy that sells.
If you are a business with a marketing budget that includes Google Adwords, banner ads, PPC (pay-per-click) etc., a landing page is incredibly important. Instead of directing traffic from these clicks to your home page, you should be directing them towards a landing page, or basically a sales pitch.
Now, in all fairness, most small businesses don’t have the ad budget to be paying for banner ads that run across CNN and Google. So my best advice is to treat every page of your website as a landing page.
Which means every page of your website needs to sell. It needs to have the copy that drives customers to action. Your copy needs to show every visitor why they NEED your service/product. If they can’t have what you’re selling, they will suffer.
Next question. How to accomplish this? I’m going to admit it’s not easy. It takes persuasive writing. It takes understanding what your customers are really looking for. It takes a lot of trial and error. But in the end, if you nail that landing page, your conversion rates go up.
And now the part where the actual advice starts rather than me pontificating some more.
Here are 5 steps towards writing a landing page/home page that gets you results:
When visitors leave your home page, they should know what you do, how you can help them, and why you are better than the rest.
This means having clear, concise language where you tell your visitor exactly what to do. If we are not talking about a traditional landing page, but instead your home page, a call to action may be inappropriate. But make sure there is a call to action on another page of your website. If your home page does #1 really well, visitors are going to click on other parts of your site. Make sure the page(s) where you explain your services have a clear call to action on them. For me, just titling my services page Hire Me rather than Services is an instant call to action. Additionally, buttons are a great idea. If you can add a paypal button to the bottom of your sales pitch, you will grab a few impulse buyers. Here’s a great example of button usage.
Don’t fret about being witty or showcasing your personality (that should all be saved for your blog), but focus on writing copy that is easy to digest. I would go so far as to say, run it past an 8-year-old and make sure they understand what you’re saying. And please, not a smart 8-year-old, a really average one.
Don’t waste time with an introduction. Get to it.
I am a social media writer who specializes in blog posts, newsletters, press releases, and website content.
I help small businesses take their sales to the next level through focused, customized copywriting.
It goes from selling what I do, to selling how I can help you.
My last piece of advice? It’s a work in progress. Play around, test ideas, and while I would say the written word is 75% of an effective landing page, make sure the design works with it too.