Sonia Simone, a chief content officer at Copyblogger Media, said, “Email marketing and a blog serve different purposes, and a smart content marketing program will usually include both.” Why? Because they are completing each other. You can just use a blog, but when you combine it with email marketing, you have created an indispensable marketing strategy.
Then why blog and email marketing? Why not blog and social media? Or email marketing and social media?
Let us explain to you why.
A blog is an easiest and most cost-effective way to reach audiences while generating more traffics and visitors to your site. According to a survey by Rick Burnes, companies that blog have far better marketing result than those that do not. More than half (55 percent) companies surveyed cited they have more visitors by blogging. They also claimed to have 97 percent more inbound links and 434 percent more indexed pages.
Blogging will also allow you to demonstrate how savvy your company is. For example, when your target market is a professional recruiter and you post content around recruitment, your audience will find your site appealing as you provide a well-written, thoughtful and important update on it.
Blog also helps you establish trust with your customers, generate leads, improve SEO, and boost your social media presence. Moreover, a study showed that individuals usually do research first on blogs before making their buying decisions. More than 130 percent respondents cited they buy from a brand immediately after they read educational content that brand. Lastly, having a blog can give real ROI (return on investment) because blogging is pretty simple to do and relatively low-cost.
Why email marketing?
With explosion of social media in today’s digital, email sounds outdated. So why email and not social media? As we know, while young generation nowadays is generally social media addicts, some of them remains a no-social-media-person. In fact, it is worth noted that most people have emails, but not everyone is on social media. A survey by OptinMonster found that 80 percent 4.3 billion internet users have social media accounts, which is a huge statistic. However, email is not going anywhere for a good.
The stats showed that there are 3.8 billion email users, while social media has only 3.4 billion users. When asked about preferred channel for promos, 60 percent respondents cited email is better than social media. There is a higher conversion rate when using email as a marketing strategy with 4400 percent ROI.
Likewise, not only higher percentage and ROI, email marketing is still effective with at least 91 percent consumers to check their email on a daily basis. While you can go for weeks or a few days without checking social media, people diligently check their email several times a day.
Why combining blog and email as a marketing strategy?
Imagine you already have a loyal base of an audience for your brand. Then, you can engage them more by providing what they need in the most effective way through emails.
Tatiana Morand, content & SEO manager at Wild Apricot, commented that blog and email marketing are like peanut butter and jam, better together. They are two complementary strategies for a company, especially a non-profit company.
Blog is a way to develop an interest in your organisation. It is a place to showcase what you are doing, as well as to give value to potential members. While email marketing alongside with blog can build a deeper relationship with your new and old subscriber. Email marketing helps you make sure that your content reaches customers’ interest.
How to combine blog and email marketing that sells
After the “know-what” blog and email marketing can do together, you should acknowledge yourself with the “know-how” strategy. There are some steps to follow, which are:
First – After publishing new blog posts, make sure to send a link for it to your content list. You should provide one or two links to your post so your audience can click it right away. Don’t forget to add a signup button for customers.
Second – You should build a calendar to your blog and email to let audiences know what’s being published on your blog.
Third – If you have a guest post, let your audience know. Guest post can give them different insight and introduce new writers. This, in return, will build better trust within your customers.
Fourth – Compile popular and selling old posts, and use them as magnets to get some new subscribers. For example, you can create and advertise some sort of free journal or course of your old content to attract newcomers.
Fifth – An old wise method, create a post that is related to your customers’ interest.