So you’ve taken the time to invest in thought leadership and carefully craft content that positions you and your company as experts in your field. Now it’s time to make sure people read it.
There are many ways to promote your thought leadership content online, and the best approach is to use a combination of methods. When developing your distribution strategy, there is one distribution technique that you shouldn’t ignore — email marketing.
The Power of Email
You probably check your email multiple times per day, and you’re not alone. Nearly 90% of Americans check their email at least once a day, and more than 20% check it more than five times a day.
Your customers are email-happy people just like you, and they want to hear from you. One study found more than a quarter of consumers wanted their favorite companies to invest more in email.
If that hasn’t convinced you, here are some other email stats:
- Email is 40 times better at acquiring new customers than Facebook or Twitter.
- Email marketing generates $38 for every dollar spent.
Your thought leadership content may not be intended to directly drive revenue, but these stats show that people pay attention to email. If you want your dedicated customers to pay attention to your thought leadership, email should be a cornerstone of your content distribution strategy.
Starting With Email Marketing
Whether you’re new to email marketing or you’ve been using email for a while but think you could be better leveraging this channel, here are a few things to keep in mind:
- Focus on growing your list. Gather as many subscribers who are interested in your company as possible. Solicit emails through your website and social media channels. Provide access to special content, such as e-books, to encourage people to sign up. You could even use your thought leadership content to entice people to subscribe; let your audience know you share your thought leadership content with your newsletter subscribers before anyone else.
- Segment your list. You can segment your email list in many ways, and then tailor your emails to each segment. Some of the most popular ways to segment include by vertical, by product or service, or by interest. When deciding how to segment, be sure to think about what makes the most sense for your audience.
Say your CEO has written a thought leadership piece about tech use during natural disasters. You could segment your list by geography to separately email subscribers in New York City and Los Angeles. The subject line of your email to New York subscribers could talk about tech use during blizzards, while the Los Angeles subject line could mention forest fires.
- Re-send unopened emails. Sometimes, a subscriber misses an email they might be really interested in. Re-send emails to subscribers who didn’t open your original email, and you’ll see your open rates increase — just be sure to use a different subject line so they don’t think the email was sent in error.
- Monitor your results. Email marketing services provide a wealth of analytics you can mine to improve your marketing efforts. Maybe your subscribers are most likely to read thought leadership content first thing when they arrive at work; maybe they like to read it over lunch. The data will tell you what works best for sending your content.
The benefits of email marketing is clear, and it’s a great way to extend your thought leadership’s reach. Find a strategy that works for you and start getting your thought leadership in your audience’s inbox!
Interested in starting your own email marketing program? Get in touch with us at RelationEdge Digital Agency!