Fact. The vast majority of traffic coming to any Corporate Blog is coming from first time visitors. Our data here at Compendium Blogware show that between 70-95% of all blog traffic are from 'New' visitors. This is great, but it really should cause the average business to rethink their blogging goals.
I've always said, the goal of marketing is to build relationships. How do most people want to have a relationship with an organization? Email. Simple fact, Email is still the most popular online activity and in spite of all the noise associated with social media and engagement metrics. Your audience (customers and prospects) would still rather 'engage' with you through smart email marketing.
Your response to this simple fact should be a giant HOORAY! It's a really simple and obvious strategy. Get introduced to new people through your blog and then convert those people to a relationship with email.
I talk to so many business bloggers who lament the lack of comments when there is no evidence that comments do anything to drive the business or relationship forward. Trust me marketers, you would rather have new email permissions than comments. Embrace that simple reality...your blog draws new people, your blog earns the credibility to take the next step in the relationship and email is the best way to move that relationship forward.
Morgan Stewart of ExactTarget along with Ball State University has done the definitive work as it relates to List Growth Strategies. As you can see from the chart below, Site Registration dominates when it comes to the best way to build quality. Your blogs are sites! They are actually superior sites because they are visited by people who are trying to solve problems that you are very specifically talking about. This is what social media is all about: Humanize your marketing with real people talking about the problems you solve. Build credibility and convert that credibility into mutually beneficial relationships.
I've always said, the goal of marketing is to build relationships. How do most people want to have a relationship with an organization? Email. Simple fact, Email is still the most popular online activity and in spite of all the noise associated with social media and engagement metrics. Your audience (customers and prospects) would still rather 'engage' with you through smart email marketing.
Your response to this simple fact should be a giant HOORAY! It's a really simple and obvious strategy. Get introduced to new people through your blog and then convert those people to a relationship with email.
I talk to so many business bloggers who lament the lack of comments when there is no evidence that comments do anything to drive the business or relationship forward. Trust me marketers, you would rather have new email permissions than comments. Embrace that simple reality...your blog draws new people, your blog earns the credibility to take the next step in the relationship and email is the best way to move that relationship forward.
Morgan Stewart of ExactTarget along with Ball State University has done the definitive work as it relates to List Growth Strategies. As you can see from the chart below, Site Registration dominates when it comes to the best way to build quality. Your blogs are sites! They are actually superior sites because they are visited by people who are trying to solve problems that you are very specifically talking about. This is what social media is all about: Humanize your marketing with real people talking about the problems you solve. Build credibility and convert that credibility into mutually beneficial relationships.
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