Focus on These 4 Steps to Harness the Addictive Power of Email (And Turn Your Traffic Into Business)
Are you working your butt off to run your business?
But feeling you’re not making enough progress?
You’re building a social following, slaving over weekly blog posts, and managing a heavy client load. Perhaps you’d also love to develop digital products or write a book. But it’s difficult to find the time when you juggle so many demands, right?
A report or ebook is the most commonly used incentive, but how many free ebooks have you downloaded that you still haven’t read?
Ebooks are now so common that their value has rapidly diminished. Have you seen how many Kindle books can be bought for the price of a Starbucks coffee?
What’s more, an ebook isn’t addictive. An ebook won’t build long-term connections with readers because it doesn’t invite them to come back. One ebook rarely gets readers hooked on your voice.
So, how do you hook readers instead?
Your first option is to build a content library. Once you have a content library, you can give readers the option of registering to join your library, rather than subscribing to your newsletter.
To create your library, consider sprucing up a series of blog posts and turning them into ebooks or an exclusive series of video tutorials. When you use the Rainmaker Platform to set up your library, the registration process for visitors is simple.
What value can you give your readers so they look forward to your emails? And so they actually email you if they happen to miss one or two installments?
Step 2: Invite blog readers to become fans
How do you get more casual blog readers to join your list so you gain opportunities to pitch and sell your services or products?
Before polishing your sign-up forms, consider these two traffic sources:
Traffic you control: This is traffic from, for instance, a link in an author bio of a guest post or from a SlideShare presentation you’ve made; you can control where web page readers land. Rather than sending them to your home page, create a dedicated landing page to increase your conversion rates.
Other traffic: You can’t always control where readers land — search or social traffic can arrive anywhere on your site. You can add prominent sign-up forms on your home and about pages, at the top of your blog posts and archive pages, and in your sidebar. For example, Buffer recently doubled their email signups by offering more options to join their newsletter (without popups!).
A common mistake when enticing readers to join your list is to promote it solely with features like a free ebook or e-course. Readers are more interested in the benefits of your information.
Content Marketing: How to Build an Audience that Builds Your Business
How to Create Content That Converts
And the landing page for my 16-part snackable e-course promises you these benefits:
Learn simple persuasion tricks — such as the power of the subtle nod
Discover how to cure sentence bloat and avoid irritating your readers
Write more seductive content and win more business
Readers will join your list and become fans when you demonstrate how you will make their lives better.
Step 3: Review your traffic sources
Website traffic doesn’t fuel your business. Most traffic bounces off your website without ever returning.
As you review your list-building activities, you must understand which traffic turns into email subscribers.
If you haven’t done so already, set up a goal in Google Analytics so you can see which traffic converts best. This is how:
Go to “Admin” at the top of your Google Analytics dashboard
Under the “View” section, select “Goals”
Click the red “New goal” button
Select “Custom,” click “Next step,” give your goal a name (e.g., “course” or “library registration”), and select your type of goal — in most cases this is a destination
Click “Next step” and enter the URL people reach once they’ve completed the conversion — it’s usually a “thank you” page that appears after they’ve signed up for your newsletter or free trial, or after they’ve purchased your product
Click “Create goal”
Once you’ve set up your goals, you can start evaluating your traffic sources: