How to Build a Strong Subscriber Base
So now that I have your attention following my article from last week, I thought it would be a good idea to give some insight into the strategy we use to help our clients Build their own Subscriber Base. We talk a lot with our clients about our content first approach which we find is an excellent way to build passionate subscribers to their brand. What company wouldn’t want this – subscribers, a loyal following? For us, it is all about communicating and engaging with our subscriber base and we recommend following these simple steps:
1.Make it a valuable resource to build a strong subscriber base
First and foremost, your newsletter should be viewed as a valuable piece of content. Instead of just touting our news or our portfolio company news, we focus on providing ideas and insight in every newsletter. We also combine content written by members of our team with content from industry thought leaders, making it a well-rounded resource for our target audience.First and foremost, your newsletter should be viewed as a valuable piece of content. #contentfirst Click To Tweet
2. Target the low-hanging fruit
Reach out to your employees, partners, and existing customers to explain the value of your newsletter, and give them an easy opportunity to subscribe. You’ll be surprised at the conversion rate of your requests. In the past we have used this approach for various campaigns and we saw 20 – 30 percent conversions. We took the approach of sending personal but simple emails.
3. Create compelling and valuable content assets
Consider creating longer, more in-depth and higher-value forms of content that would warrant registration. These could be webinars, eBooks, white papers, research reports, etc. Just remember to be up front and let your audience know that they are being subscribed to your newsletter as a result of downloading the content, and that they can unsubscribe at any time, as well. We have seen a good deal of success by publishing longer eBooks and requiring an email address as part of the download process.
4. Make your content easy to share
Another great way to grow your newsletter subscriber base organically is to target your existing subscribers. Consider including easy links so that your subscribers can forward your content to colleagues and friends, without having to leave your page. Also it never hurts to ask your subscribers directly to share their interest in your content! If you enjoyed our article from last week, please feel free to share your thoughts.
5. Work with key influencers
When building your subscriber base, it is invaluable to partner with industry thought leaders for your content marketing efforts. Getting influencers on board, not only to participate in your content creation but also to share your content and newsletters with their networks, is a great way to exponentially boost subscribers. We make sure to show the value our newsletter brings to our target audience, and ask the thought leaders we work with if we can sign them up to receive an edition. Over time, you may be surprised by the future endorsements that roll in — without any effort on your part.
If you would like us to share any of our content on your blog, please let us know, would be more than happy to share some thoughts.When building your subscriber base, it is invaluable to partner with industry thought leaders for your content marketing efforts. #contentfirst Click To Tweet
6. Think about using push-pops or modal windows
I know that many people absolutely hate pop-up windows. I know that they can be quite annoying to your frequent site visitors. However, you should remember that the majority of visitors to your site are new visitors and we’ve seen in the past a fair amount of success experimenting with different messages and styles on our pop-ups. We have added a good number of subscribers from our pop-ups and have seen conversions nearly as high as 5 percent. We tend to find that the highest conversions are where the pop-up includes testimonials from existing subscribers and images of people.
7. Encourage everyone on your team to promote the newsletter
Do you have an active sales or recruiting team? Meet with these people and explain the value of the newsletter to them and to your brand. Explain that the newsletter can be used as a fantastic nurturing tool, and push your sales team to sign up as many (real) prospects as they can by explaining the value of the newsletter to their audience.
Are you having similar success growing your subscriber base? What are some tactics you have implemented?