Monthly Archives: October 2018

Is Your Nurture Sequence Doing Its Job?

Email nurture sequence. We all know we need one. We may even have spent time writing them or paying someone else to write them.

The question is, is your nurture sequence doing its job?

The question is, is your nurture sequence doing its job? Click To Tweet

And how can you tell if it is or isn’t?

Measuring the results of our nurture sequence is an essential part of our business, and one that is often overlooked. Even by people who have been marketing on the internet for years!

The first step in measuring the success of your email nurture sequence is to define what success would be, right? I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it!

I mean, if we don’t know what success would look like, we’ll never know if or when we achieve it! Click To Tweet

So, defining what a successful nurture sequence will look like. Let’s start there.

A successful nurture sequence should:

  • Build relationships with your subscribers, even if they aren’t buying
  • Create interest in your product and service
  • Allow you to communicate consistently with your subscribers
  • Let your subscribers feel like they know you, and are connected to you
  • Start a two way conversation between you and your subscribers

There are an almost unlimited number of ways you can do this.  Regardless of how you do it, you need to be friendly. Approachable. Open. And, if you can, vulnerable.

Let your subscribers get to know you. Allow them to see who you are. You are building a true relationship with them. The more genuine you can be, the stronger the relationship you will build.

This doesn’t mean every email or article needs to be a personal expose. Quite the opposite actually. You can build that relationship by being yourself in everything you write. Your readers will be able to tell if you’re faking it.

So if you don’t know something, say so. If you’re struggling or discovering new things, share that too. It’s that transparency and honesty that will build and strengthen the connection you have with your subscribers.

It’s surprising how often I hear people tell me their nurture sequence is designed to nurture people to buy.

And while that may be a part of the goal, it is more a result of the actual goal.

If your primary focus is getting your subscribers to buy, they will sense that. They’ll feel the pressure of the sale and pull away. It will not only hamper your sales, it will get in the way of building your relationship. And that will have long term consequences.

So, the true goal of the nurture sequence is to build a relationship.

Now that you’ve defined what a successful nurture sequence does, it’s time to take a look at measuring success.

Each business is slightly different, so here are a few things you might want to measure to see how your nurture sequence is stacking up:

  • Number of responses to your emails that you get
  • Open and click rate on your nurture sequence emails
  • Total engagement numbers over time
  • Sales (while this may not be your single goal, as I mentioned, it is a result of reaching your goal)
  • List growth and attrition

By tracking these numbers you will get an understanding of how your nurture sequence is working. If people are engaged and feeling connected to you they will be engaging with you on some level. They will want to stay on your list to “hear” a friendly voice. They will respond to you and click on the links that you share.

These numbers are critical to truly understanding how your emails are working. They will help you get a feel for how what your list thinks of you. They will give you a visible measurement of how connected your subscribers are to you.

How often you track these measurements is up to you, however we recommend checking them at least weekly on a basic level, and going deep into your numbers on a monthly basis. If you have a team, weekly meetings can be a great way to stay on top your numbers.

If you are solo, set a time in your calendar to look at your numbers. Make an appt with yourself that you make sure to keep. Block out the time as busy so clients can’t book time during these appointments.

I know, I know. You are nervous about turning down paying client time in favor of looking at your numbers, something you can do anytime.

The thing is, you won’t. Very few people will look at their numbers without a scheduled time to do so. That’s because there always seems to be something more important. Something more pressing.

There isn’t.

There is very little you can do in your business that will make a greater impact than knowing your numbers. It may not feel active, or client facing, but the numbers you are tracking will define what you do with your active time. They will direct your future movements, and will tell you what you need to do the same or differently to create a larger impact.

Now that you have a good handle on your nurture sequence, what it’s supposed to do, and how to tell if you’re successful, it’s time to go do!

Take a few minutes now and block out some time in your calendar. 30 minutes once a week and an hour once a month ought to do it. Set up recurring appointments with yourself and/or your team to review how things are working, and what you need to do more or less of to reach your goals.

The next thing to do is take a look at your measurables and figure out how you are going to measure them. What information will you need access to each week and each month to be able to evaluate your success? How will you access those numbers? Do you have a plan for keeping your measurements up to date?

If not, take some time now and set that up. Set up a way to track your opens and clicks, a method for monitoring your list growth and attrition, a process for keeping track of responses you get to your emails, and of course, a system for measuring your sales.

Once you have the systems in place, and are making sure you track this data on a regular basis, you will be able to confidently answer whether or not your nurture sequence is working. And, more importantly, you’ll be able to identify areas that can be improved and begin to see immediate change.

If you’d like to meet with us to discuss your reporting and tracking systems, and get some great ideas on how you can get more actionable data out of your software, schedule a FREE, NO STRINGS ATTACHED, strategy session with us today.

October 4, 2018

17 Ways to Repurpose Your Existing Content Without Starting From Scratch

If your blog has been active for a while you likely have so many articles you are losing track. When you hear people talk about the need and value of content marketing it might even tick you off. I mean, you have content. Lots of it!

It’s not a lack of content you are struggling with. It’s actually the opposite!

You have so much content you aren’t sure what to do with it!

Yeah, I get it. One of the sites I manage has so many pages it’s crazy! Last check it had over 500 pages and over 300 posts. But decreasing traffic.

With that much content I think we’d all agree that it’s not a lack of content that is hurting this site. It’s more likely a lack of useful content. Or a lack of content being in a useful format.

Everything we offer our readers needs to be easily consumed. That means it needs to be available in a format anyone can consume and turn around and implement the suggestions.

So, what can you do with all of your content to keep your site fresh, make it consumable by everyone, and not continue to spend your days coming up with more, new and shiny content?

You repurpose what you have!

Repurposing old content is a huge timesaver and can make your site fresh again. It’s a great way of taking the work you’ve already done and finding a way to update it, make it current and give it a new audience.

Below you’ll find a list of the most effective and efficient ways you can take your old content and make it new again.

Do Facebook lives based on your existing blog content. You know that Facebook is giving a lot of weight to live videos, and that great content in your videos will drive engagement, and Facebook serves up posts with more engagement more often. But maybe you struggle with what to talk about. Take a glance through your old blog posts and do a Facebook live on that topic.

Download your Facebook lives and upload them to YouTube. Use YouTube to keep driving traffic to your videos and your website. Optimize the details of your videos, load up the SEO tags, and keep people engaging with your videos.

Build an FAQ from the questions that come in. If your blog has been getting comments and interaction you can take the questions that have come in and create an FAQ page.

Answer questions live on Facebook. Use the questions that come in to drive your Facebook strategy. Choose a day, or two or three, and answer the questions that are coming in live. Let your audience know when they can catch you, and enjoy the live interaction with them.

Give your posts a facelift. Update the title, images and key content to keep it in line with your current strategy.

Websites and business strategies change over time and your posts may be a bit outdated. Remove dated material to make your posts evergreen. Remove old screenshots and replace with updated ones. Then send an announcement of your latest 3 or 4 updated posts to re-engage and drive new traffic to your site.

Create an infographic. Studies show that infographics on sites like Pinterest get 54% more traffic than blog posts.

You can take any blog post with sufficient content and turn it into an infographic. If you’re like me and aren’t the artistic type you can find someone else to create one for you. Sites like Upwork and Fiverr offer tons of options for getting your content transferred.

Add links in your posts for people to opt in to your list. Make your posts do double time by adding offers into the posts themselves. Whether you are offering a product or service or simply the opportunity to opt in to your email list, the fact that you are taking an engaged reader and offering them the opportunity to interact with you more will increase your results.

Take your most popular posts and make them a podcast. Similar to using the content for videos, you can use the same idea to build a podcast. Once you’ve identified the topics that are of interest to your readers you have an advantage…you know what to talk about to get people to listen. Use that information to grow your footprint to new audiences.

Schedule recurring posts on social media. The best blog posts in the world won’t do you any good if no one is seeing them. I use MeetEdgar to make sure my blog posts stay current and in front of my ideal audience. I schedule them once and it rotates through, sharing articles and driving traffic as long as I keep it running. (You can check out MeetEdgar here.  Oh, and if you use this link to sign up you’ll get $10 off your first month!) Turn an old webinar into smaller how to videos. If you had a successful webinar, you can break it up and use it as a lot of smaller videos. Like a tv talk show posts their segments as individual videos rather than the entire show as one, you can use a webinar to create 4, 5 or even more videos that can be evergreen content.

Repackage similar blog posts into comprehensive guides. Once you’ve written several blog posts on the same subject you can pull them together into a single guide. Then you can use the guide as a lead magnet to grow your list, and direct people from your website to download your guide, making sure you get their name and email just in case they aren’t already on your list.

Use data you’ve been tracking to create case studies. One of the most powerful thing people can read are case studies.

The realistic nature, combined with specific data, are very convincing and can be one of the most powerful sales tools you have in your toolbox. If you’ve been tracking the data from your website, you likely already have everything you need to create and share powerful case studies.

Gather multiple interviews together into an Advice from the Masters book. If you’ve been running a podcast, doing webinars with guest experts, or any other form of interviews then you have a treasure chest of content at your fingertips! Gather some of your best interviews and put them together into an Advice from the Masters book. If you are able to get quotes and advice from some giants in your industry, you will have a great book almost ready to publish.

Put existing platforms to use for you. Sites like Quora and Udemy are growing by the day, increasing their market share and getting their content in front of people who are actively searching on topics. Make these platforms work for you by using them to research your topic, then putting your answer, with a link to your blog post, on their platform.

Give Twitter users what they want. Twitter is a fantastic place to share stats and great quotes. Put it to use in your online strategy by sharing the most tweetable content with your audience. Add a plugin like ClicktoTweet to your blog, and make it easy for visitors to share your content.

Turn your blog posts into a tip of the week newsletter. Even the most passionate fans won’t read every blog post. Not because they don’t want to read them all, but because like you, they are busy. Take your blog posts and send out links and tips each week in a newsletter. The inbox is often the best and quickest way to reach your audience.
10X a piece of existing content. Take a successful post you’ve written and 10X it. That means you’ll take the base you’ve already created and maximize its value. Do additional research, add content that can’t be found anywhere else, make it bigger and better than anything else out there. Then share it everywhere! The idea of 10X is really popular, so riding its popularity will help expand your reach.

There you have it. My favorite 17 ways to repurpose and reuse content you’ve already created to build your audience, your list, and your revenues.

You’ve gone to a lot of trouble to create the content you have on your site. You’ve spent time writing and creating, adding images and optimizing for SEO. Don’t let that time go to waste. Maximize it. Get as much out of it as you can, and do it efficiently.

I’d love to hear your ideas. Did I miss anything? Are there any other repurposing secrets that you use that aren’t listed here? Drop them below in the comments. Maybe I’ll add them to an updated list in the future. 🙂