Win the hearts of newsletters subscribers while enriching your database

Sascha Hoffmann

February 28, 2019

In this demand generation blog series, we’ve learned what information you can collect from a simple form submission, how you should use that information and how to integrate your content marketing with your Marketing Automation to nurture leads correctly.

Your reader has engaged with your content and subscribed to your mailing list for updates, so you have their email address and first name (plus some inferred information). Now is the time to deepen your relationship by offering more relevant, gated content - and enrich your database by adding more information about the person like company, job title, and other relevant information.

Think of this stage as the time to go from first date to relationships. Your new subscribers will  engage more once you show what your content has to offer.

Here’s how you get your blog subscribers hooked on your content:

  • Use relevant, evergreen content if you have it to avoid pumping out new content at this stage.
  • Retarget people with valuable content (Premium content) like an e-book, webinar, or event you are hosting.
  • Set up a remarketing tag (Google and/or LinkedIn) and drive people to a landing page with high-value content they are willing to pay for with more information like company, phone number, industry, current CRM system, or whatever else may be useful to you.

Two-thirds of our blog subscribers have filled out another form within three months by employing the above tactics.

Pro tip: Progressive Form Filling throughout the lead lifecycle helps you build more data instead of collecting the same data over and over again.

Don’t limit the content offering to ads—use your email marketing for the same tactic. I use this in two ways:

  • General nurture stream with evergreen content
  • High-priority list for emails when new content is published

Make sure to remove people from certain nurture streams or email lists if they have received the offer via email already or downloaded the white paper after clicking an ad.

Your blog will do the work for you when it’s filled with great content and keeps users turning pages. Link relevant content offers within your blog or on your blog page with pop-ups. Personally, I prefer to embed the offer in the blog content versus pop-ups for a more sleek experience.

If you’re worried about constantly pinging your readers with forms, share white papers and other premium content without one to let the value of the content speak for itself. They are more likely to download another piece of content if they know what it's worth.

Lastly, a form doesn’t always have to give access to more content—it could be a Demo Request form. Sometimes, all you need is a chance to chat in order to prove your worth.

Stay tuned for the final part of the series.

Sascha Hoffmann is a content strategy expert and the Global Demand Generation Manager at Story by PulsePoint. In this role, Sascha oversees the Sales Development team and directs the planning and execution of demand generation campaigns that drive leads and ultimately, customer acquisition. Sascha holds a Master degree in International Marketing from Hult International Business School in San Francisco.