If you run a business blog, you’re in luck. Your audience almost certainly likes you – they just need more content from you. And, people love business blogs. There are few things more inspiring than reading about how you (or someone you know) got started in business and succeeded against the odds. Or, perhaps it’s a video that explains how to overcome common business challenges. We all face them.
Users want to be entertained, but they also want to be educated. According to HubSpot, business blogs get 12 times the email subscribers than RSS subscribers, on average. If you think email is dead, you’re dead-wrong. Now, of course, you can go to work creating a lot of new content. But, if you’re already stretched thin, and you have a decently high bounce rate or low time-on-site, it means that people aren’t really reading your content anyway. If you think you actually have pretty good material, you can simply repackage your blog as email content. Here’s how to get started.
Start With Your Most Popular Posts
The cool thing about sending your blog posts as emails is that you can reach out to people who may not check your blog on a regular basis. In a way, you’re training people to receive emails from you. Most people are crazy-busy these days and they don’t have time to visit each and every blog out there that they like. Sure, some will have favorites that get bookmarked and revisited often.
However, many times, you’ll find that most people don’t return on a regular basis unless you tell them about a blog update. Your email can be that update. Email is intimate. It’s personal. In a way, you can get your sales message (as long as it’s not an overt pitch) into their email inbox and it won’t get deleted. Once people become comfortable with you sending them emails, you can even try an all-out pitch for your products or services.
Select An RSS To Email Service
The magic behind the curtain that makes this work is an RSS-to-email service. These services watch your blog’s RSS feed. When it sees a new post on your blog, it pulls the content from the feed, puts it into a template and then emails it off to your subscribers.
Most services will handle the email verification, opt-outs, and even help you set up a pretty template for your users. After the initial setup, it’s hands-off.
Optimize Video For The Web
If you want to embed video in your emails (and you should), one of the best ways to do this is to use a program like YTD, available through http://youtubedownload.altervista.org/. This handy program can convert your video to a format optimized for the web or for specific devices. You can host the video on your site or with a third-party video hosting company. Be sure to respect IP when using any downloaded content.
Invite RSS Subscribers
To get people to opt into your new email subscription, put a subscription form (which is usually provided by the RSS-to-email service) on the top or side of your blog – put it in a high-visibility location.
Include a link to your subscription page in your email signature, and send an email to you existing opt-in lists letting them know you have a new newsletter. Finally, advertise your newsletter service on your social media accounts. If you’ve build up a sizable friends list on Facebook, this should help get the ball rolling.
Once you’ve got several hundred subscribers, the momentum should take care of itself. Keep your users happy with regular weekly updates, and you’ll find that your most loyal readers will recommend you to others. You can also send out a referral or signup link right in the newsletter – that will help out too.
Select The Frequency You Want To Send Emails
There’s basically two decisions to make here. The first one is to select the frequency of your eNewsletter. The second is to select the frequency of your blog posts. Most of the services out there let you set the frequency of your emails. A good guide is to send an email at least once per week but not more than three times per week.
Some users will get upset if you send them something every day. And, some users will think you’ve forgotten them if you send them something less frequent than once a week. If you get an unsubscribe rate higher than 2 percent, you’re probably sending email too frequently or the content just isn’t relevant to your subscribers.
John Chew has a knack for innovative marketing techniques. Since he started his marketing career promoting university activities as a student, he loves branding, communicating, and building business success through marketing.