When it comes to email marketing for a small business, a lot of times it just ends up on a back burner. Seriously, so many small businesses already have enough of a struggle creating blog posts on a regular basis and posting to social media consistently, that creating content for email marketing just seems like another complete time and resource drain that may or may not ultimately assist your business in gaining the leads you actually want.
But email content creation doesn't have to be difficult. Follow these tips to get the most mileage out of your content and keep your emails going out consistently.
1. Share Blog Posts
What better way than to let your leads know you have new content than by emailing them a simple email asking them for feedback on your latest blog post? Because your a smaller business, people aren't necessarily waiting on pins and needles for your next post. Its your job to let them know if you have something new to share. Making the email personable and relateable can also help your audience feel less like an email on a list and more like a valuable opinion.
Another great angle to take when it comes to blog posts is to look at top performers on the website. You might still be getting a lot of hits on a handful of great blog posts that are still super relevant. Just be sure your not being repetitive by sharing the same posts over and over again.
If you have shared a post before, consider adding content to it. Why is it such a great post? Is there something you can add on to the content that is already there that would be beneficial to people interested in the topic?
2. Share Landing Page Offers
A great way to drive some traffic to your latest ebook or downloadable collateral is to send email offers out. This shows that you want to provide your most valuable content to your email list, and is also a great way for receipients to share your landing pages by forwarding the email to those who might be particularly interested.
You can also use this as a chance to talk about why this ebook or download is of value. Being open and honest about the content in the ebook is a great way to encourage feedback and grow relationships.
3. Respond to Feedback or Questions
No matter what platform costumers or individuals are engaging with you on, you can still use those questions to provide content for your emails. Make a list of top questions you are asked regularly and write up responses if you think those answers would be relevant to your email list. This can also translate into a FAQ's page on your website.
4. Create Detailed How-To's
How To's always seem to be popular, especially when they're relevant to your audience. Creating detailed how to's can be a great way to engage your audience and provide value. These can also eventually become awesome infographics or blog posts, but let your email list be the starting point.
Remember that its about exclusivity and consistency. You want your email list to feel special and exclusive, so make sure to hold a conversation and ask for opinions or suggestions on content. Don't blindly shoot emails into the dark. And keep up a schedule you can actually manage. Be realistic about the number of emails you can send out and focus on creating high quality, engaging content that your audience will look forward to reading.