Throwing money into paid media marketing can help you generate relevant leads. But if this is the sole tactic you’re focusing on, is this a sustainable strategy?
While you’re there throwing money into your paid media, your competitors are building useful content. Their strategy is not only building their industry authority but it’s also building the user’s trust. Who is the customer going to think of in your industry before they even begin research companies? Probably your competitor…
The thing to remember about content marketing is, as soon as you realise you need it it doesn’t just happen and its results aren’t immediate. It’s a tactic that takes time and requires effort so if you haven’t already you should start building out your strategy now.
To be able to convert more users, you need to first get them back to your site, so here are three tips to bring them back with content marketing.
Email marketing automation
Marketing automation sounds high-tech and complicated but it really isn’t. Many mainstream email marketing software providers offer customers a simple platform to help you build each of your user journeys.
According to Ascend2, 54% of marketers say that increasing engagement rate is their top email marketing priority. And this is exactly how email marketing automation can help you. Sending the user relevant content through email after they complete an action on your site helps you personalise their content journey. This strategy also increases engagement rate, helping bring the user straight back to the site to interact with more of your content!
Ask your audience what they want
When a user fills in your form to access your content, why not ask them a relevant question? Simply asking your readers what kind of content they enjoy reading is an insightful exercise.
Record the answers to these questions. If there is a particular type of content that crops up as the most enjoyable, you can build your content strategy out from here. Be sure to email this new piece of content to your database so they know their feedback has impacted your strategy.
Reward your loyal readers
Off the back of my point above, it’s also important to reward your loyal readers. You can reward users who have shown interest in a few downloadable content pieces with a discount code or a free half-hour consultation.
Again, ensuring the offer is relevant to your audience is key to making this a worthwhile strategy.