Bloeise does quite well in the Google search results and that is because of the knowledge and tips that I share in various blogs. But giving away all that free information did not immediately result in more customers or more newsletter subscriptions. I had to create conversion. So how do you do that?
I found the Skyscraper technology by Brian Dean, who can be summarized as:
- Choose a suitable subject;
- Write the best article on the market about it;
- Promote that article;
For example, if you are interested in B2B content marketing, then My Article must come across as supercontent. (if not, let me know!) It is comprehensive, complete and packed with real practical information. The people who want to get started with this are typically my target group.
In addition, I offer a content plan & checklist, exclusively for newsletter readers. This extra content offers even more added value, free of charge, in exchange for a newsletter subscription. Readers can also easily unsubscribe afterwards, and typically 25 percent do that too.
Investment in time
Writing 'super content' (or 'killer content') really takes time, think of a few full days, and a good day for the extra content. Promotion also goes a little further than a few social media messages through your own channels and in interesting forums. An important element in the skyscraper technique is that you inform other sources with articles on this subject about your article, because it is more valuable and complete. A lot of work, but after that you get rankings in Google, so quality traffic, and you automatically receive newsletter subscriptions.
Setting up a newsletter conversion
So how do you get the registrations exactly? For that you use WordPress, Google Drive, Bit.ly, MailChimp and a free WordPress plugin called MailMunch.
- Place your supercontent article in WordPress.
- Create a thanks page in WordPress for after the newsletter subscription. Please note that it is set to no-index and no-follow, so that Google does not put this page in the search results.
- Upload your extra content to Google Drive and retrieve the sharable link.
- Then use this link Bitly so that you get a Bitly link with which you can see how often your extra content has been consulted and through which sources.
- You then want to share this Bitly link with your newsletter subscribers. Put this on your thanks page in WordPress.
- Then you first want to collect mail addresses before your visitors come to the registration page. Register with MailMunch. Add a site and follow exactly instructions for adding MailMunch to a WordPress site.
- Then create a new form in MailMunch: a form. Choose Embedded and a theme. Give the form a name, and choose 'General' as the list, which is the default list for MailMunch.
- Then you provide a Headline, Description, and a Foot note.
- You can then determine colors and enter the input fields and button text. Just stick to an e-mail address, unless it offers added value for your target group to leave more information.
- Under behavior you put the thank you page and you can set the display rules. Set this to 'only show on' and URLS exacting on the url of your super content.
- You can then indicate to which mail provider the registrations will be forwarded: not only to MailChimp, but also to Constant Contact, Active Campaign, InfusionSoft, AWeber, GetResponse and Campaign Monitor. I don't know them all: if you have no more than 2000 readers, I recommend MailChimp: free, fairly known, many options and very friendly. (download my super content 'MailChimp Manual'while we are busy anyway) Click on MailChimp in MailMunh and you will be guided directly through the process of integration.
- You can then choose MailChimp for a double optin (not recommended because it will cost you many registrations), send the welcome mail (recommended to confirm the registration) and match the fields.
- Then get a piece of HTML code that you can paste on the page with super content for a MailMunch banner. What you can also do is create a banner yourself (for example in Canva, PicMonkey or even in Word), and process the HTML in it. Very simple: copy the piece 'mailmunch-forms-widget-000000' (with your own number as 000000) from the html code, and process it in a target URL after the image.
- Last but not least: don't forget to adjust your welcome e-mail in MailChimp. Go to you for that Lists, choose the relevant list, go to Signup forms, General Forms and choose under 'Forms and response e-mails' in front of Final "welcome" e-mail. Put your Bitly link in it.
Voila. It takes a little effort, but then you receive fully automatic newsletter subscriptions from people who are really interested in your content. So you can then nicely highlight your services and products.
I know: such an article sounds great, but then it works very differently for you. Some practical tips to get you started:
- See as an example: https://bloeise.nl/b2b-contentmarketing-waarom-hoe-en-wat-precies/:
- At the top I use a table with a yellow background: that really stands out. You can not avoid it.
- I offer a checklist & content plan, but you can also offer the article itself in handy PDF format. That is also added value.
- See at the bottom: I use bright yellow again as an action color. I made that banner in Word with my own Melbourne font, my logos, a screenshot of my color that I stretched into a large area, a table (without borders and with a yellow area), free images from Pixabay (with text wrapping on 'for text' to place it nicely floating wherever you want). Then screenshot with free version of Screenhunter.
- MailMunch is an 80 percent free service, you don't need the features to make this work nicely. In addition, they also have fairly good support, if you have problems, you can simply email them and they will help you on your way.
- In the link about the Skyscraper technique, Brian Dean goes very deep in finding the right one linkworthy information and reaching the right pages. Even more work. He mainly uses it as an SEO technique. I would say: keep the focus on your target group. What is valuable to them? And see if a relevant blog wants to post a shortened version of your article.
- Go for quality. If you do the above without focusing on quality, then unfortunately it is all wasted effort. Your visitors poke through it and start searching again after a brief disappointment of 3 seconds.
So you can also use MailMunch for a standard popover or a scroll box to collect newsletter subscriptions directly without supercontent. My advice: keep it fun for your visitors, and never apply a popover. Only show a scrollbox to people who clearly already have some interest in your site (so read 50 percent of your pages). If this is your first blog on Bloeise, you have already seen mine pass by on the right. Wasn't it disturbing? Both, let me know!