12 Best Practices to Create a Successful SaaS User Onboarding Process

12 Best Practices to Create a Successful SaaS User Onboarding Process

The cart abandonment rate in the e-commerce industry, as you know, is high. As per 41 cart abandonment rate stats, the average shopping cart abandonment rate online is 69.57%

Even if you look at apps, the number of users uninstalling an app after only one use was 25% in 2019.

No wonder, many SaaS businesses are now recognizing the value of creating fantastic onboarding experiences to retain their customers. 

Now, what is user onboarding?

In simple terms, user onboarding is a process that introduces your product to new users, letting them understand how to implement it best. 

When you have a well-designed user onboarding strategy, users can easily understand your product and end up becoming loyal users.

An excellent user onboarding plan has a structured, step-by-step framework that guides new customers through the product. 

However, note that user onboarding is not a one-time process. Instead, it is an ongoing process since you need to keep revising, upgrading, and re-designing it. 

Here are the 12 best practices your business can implement today to create a successful SaaS user onboarding process:

  • Align with sales

An incredible customer onboarding experience begins with sales. 

The goals set by your sales team about what will happen in the initial days or months after users have bought your product will significantly help your onboarding progress. That said, it might even deter the onboarding progress.

Create pre-sale content, speak to prospects, and train your sales teams regularly. 

  • Create content

Users will feel good about your company when they can solve an issue on their own. In fact, a study reveals that 73% of users like to solve the problems on their own. 

To make your users feel good, create content that will assist your users in solving issues on their own. It will also make the onboarding journey faster.

Just ensure to make it available to your users at the right time. You can send the content via email or use in-app messaging. You can also add it to the onboarding UI too. But don’t force it upon your users.

Consider creating your content with ContentStudio’s intuitive editor and also leverage on its content planner and calendar feature that allows you to collaborate with your team.

  • Do it like Slack! Use bots as customer service.

If you have used Slack, you definitely will be familiar with the Slackbot. 

Use bots as customer service.Source

It simplifies the onboarding process when a customer first signs up to the platform, but it doesn’t stop there. After the initial onboarding process is over, the Slackbot serves as a customer service/tutorial as the onboarding process doesn’t end on the first day. 

It is evident that the company had planned past the first day when they planned their user onboarding. Rushing your users through a quick tutorial and then leaving them with no further help insight is never a good idea. 

Sure, you want to tell your new customers many things. But don’t overwhelm them with information. Keep it simple. Some things are better said when or can wait until they have spent some time in your product.

  • Allow users to onboard before signing up.

Allowing users to onboard by giving them a free trial is a great process if you wish to create a habit-forming product that customers turn to regularly.

It is a practice common with educational apps. For instance, if you visit the Babbel website, you will be given the option to either sign up immediately or take a free trial mini-lesson.

Allow users to onboard before signing up.Source

Before the platform asks the users to sign up and create an account, they already know which languages are being presented, have chosen their preferred language, finished their first lesson, and made some advancement. 

When the users have gained some value from the product, and they are most likely to commit, Babbel asks their users to sign up.

 positive reinforcement

Source

Also, note how they offer positive reinforcement and encourage the user to continue. 

Offering free content to users before making a monetary commitment is an excellent tactic to convert users into paying customers. Once the users get used to the interface and like it, they are more likely to continue using it.

  • Provide interactive walkthroughs

User onboarding, as you know, can be quite dull. Customers want fast and painless interactions. And one way to retain your customers is to engage them during the onboarding process.

Tools like Whatfix (that are top WalkMe competitors) can help you with:

  • Keeping your users engaged throughout the onboarding process
  • Helping you easily design interactive product tours
  • Design & create onboarding task lists
  • Provide appropriate guidance to your team & customer 

Provide interactive walkthroughsSource

It guides the users through an app, helping them to navigate through its various touchpoints and encourages them to take action. You can also personalize the onboarding experience, which is key to engagement.

Plus, it is easy to use. Simply install the Whatfix browser extension, and you are good to start. The browser extension is compatible with any web page. When you click the browser extension, the Whatfix Guide Editor will be launched. You can then start creating your interactive walkthroughs.

It is estimated that 91% of buyers prefer visual and interactive content. So, take advantage of it. 

  • Use video content 

It is said that 64% percent of customers buy a product after watching branded social videos. And 51% of marketing experts worldwide say that video content brings the best ROI. So if you are not using video content, you are missing out on a lot.

Use videos to walk new customers through a product. 

For instance, if you sign up for Xero, the web-based accounting system, the first thing you will notice when you try to access your new account is a prompt to view the ‘Getting Started’ video. The new users are given an animated walkthrough, thus simplifying the onboarding process.

Use video content Source 

 

  • Create value quickly

The “aha” moment should arrive for the users as quickly as possible. 

Create value quickly

Source

Don’t let your users wait too long to get to know the value of your product.

If you are working with complex tools, it will be challenging to arrive at the full “aha” moment quickly but look for chances to show micro-value quickly when your users sign up.

The onboarding process should not be only about welcoming the users, discussing goals, and arranging subsequent steps without getting anything substantial done.

  • Make onboarding skippable

If you don’t want to frustrate your current users, make the onboarding skippable. Some of your ‘new’ users may have already viewed a lot of your products.  

Chances are your users may merely be downloading your app onto a new device, sign up using a new email id, or they may have been made to sign up again due to other reasons.

Your users will not want to go through your onboarding process twice. To solve this issue, create a skip button just like Airbnb does.

Make onboarding skippableSource

Your users will thank you for not having to do extra work.

  • Add progress bars

To motivate your users to keep going, set expectations, and allow them to complete setup at their own pace, progress bars are crucial.

Consider adding relevant animation. It will beat the standard progress bars.

Add progress barsSource

Or set expectations by letting your users know where they are exactly and how much work they need to do before they complete the task.

Add progress bars
Source

Progress bars can also be fun and colourful.

Add progress barsSource

To further engage your users and encourage them to complete the onboarding process, you can also use tools like Replug. It will allow you to create pop-ups to engage users when they are about to leave.

  •  Offer excellent customer support

Don’t make onboarding all about the product. Customers want to feel special. Reach out to them with proactive customer service from the first day.

Let a customer support team member send a personal email letting your user know that you’re there to assist. You can even make a phone call. Or send a warm in-app welcome message. 

This action will let your users know that they are valued, and this will influence them to do business with you. 

In a survey, it was found that 42% of customers were willing to pay more for a friendly, welcoming experience.

  •  Get early feedback

Don’t think it is too early to get feedback. Remember, not all unsatisfied users bother to complain. Be proactive in collecting feedback from the start.

You can ask relevant questions in case a user failed to complete the onboarding process.

Get early feedbackSource

If they have completed the onboarding process, you can send them a quick survey asking them about their experience.

Get early feedbackSource

But don’t stop there. Use analytics to analyze your customers’ behavior and find out about their experience with your product. 

 

  •  Use A/B testing

Don’t forget to use A/B testing to comprehend what type of content would effectively onboard your users. A/B test will compare two different versions of content to let you know which one performs better.

If you implement the better version effectively, you will experience higher customer conversion.

The A/B testing process involves collecting data, deciding goals, creating a hypothesis, making variations, running experiments, and studying results. A/B testing will help you in creating brilliant customer onboarding strategies.

Wrapping-Up

Remember that your users are only humans with real problems. They are looking for a quick onboarding process and avail whatever value your product or service is offering. By making the onboarding process simple for them and giving the best customer experience, you will be able to convert them into paying customers and also retain them for the long haul. Follow the 12 best practices mentioned in this article to create a successful SaaS onboarding process.

——————————————————————–

Author The Author:

Gaurav Belani is a senior SEO and content marketing analyst at Growfusely, a content marketing agency that specializes in content and data-driven SEO. With more than seven years of experience in digital marketing, his articles have been featured on popular online publications related to EdTech, Business, Startups, and many more. Connect with Twitter at @belanigaurav.

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.

How to Create an Email Marketing Strategy to Grow Your Business

How to Create an Email Marketing Strategy to Grow Your Business

When it comes to promoting your offerings or communicating about your brand, email marketing has proven to be one of the most effective channels online. Businesses, large and small, use email marketing as one of their primary tactics to connect with customers and get more business. The reason email is so popular is that it generates the highest ROI and is 40x more effective than social media marketing.

With so many businesses sending out emails to promote their business, the customers’ inbox is always cluttered. To break through the clutter and stand out in the inbox, it is important to send emails that can create an impact. And, having pitch-perfect emails is not enough; you also need to execute the entire marketing strategy efficiently to make the most out of your efforts.

So, if you are looking at utilizing the potential of email marketing to grow your business, here are a few must-haves to create an effective email marketing strategy.

  • Set Clear Goals

The first and foremost thing to do before planning your email marketing strategy is to define your goals. Determining what you want to achieve out of your email marketing campaigns is crucial. Your marketing goals may include acquiring new customers, increasing sales, improving brand visibility and brand loyalty, building connections with existing customers, or just increasing your website traffic. Having clear objectives and setting achievable goals will steer your strategy in the right direction and help you stay focused throughout the entire campaign.

  • Build your Email List Organically

A clean and organic email list plays a pivotal role in the success of email marketing. Although there is a shortcut option to buy email lists, it is never advisable, because scrapped and borrowed email lists can endanger your brand reputation. Email addresses in the purchased email lists are usually fake or include people who might not be interested in your brand’s offerings. So, sending emails to such contacts will result in lower click-through rates or worse, increased spam rate. Hence, it is a good practice to get people to opt-in to your email list via subscription forms or lead generation forms, and this way you will have a list of people who are interested in your brand and its niche.

Check out this email from Zapier that confirms subscriptions by asking the users to update preferences.

Build your Email List Organically
Build your Email List Organically

Source: Really Good Emails

  • Segment your Email Lists

Segmenting your subscriber list and making your emails more relevant to specific segments can help you in creating a well-organized and efficient campaign. Break down your email list into specific segments based on the demographics, lifecycle stage, buying behavior, and buying frequency of the users. Email list segmentation will help you create more targeted and tailored email campaigns that will perform better and engage more users than generic emails. Hire Mailchimp experts or other ESP-specific experts who can help you with effective list segmentation.

This email from Bespoke Posts asks the subscribers to fill out preferences in order to customize the content better. Getting to know about the subscribers’ interests and preferences will help you to divide them into various segments and create targeted emails.

Segment your Email Lists

Source: Really Good Emails

  • Craft Captivating Subject Lines

The subject line is the first thing that a user notices about your email. It can make or break your email campaign, as it determines whether or not a user will open and read your email. It is therefore important to focus on creating effective, eye-catchy subject lines that will entice the users to open your emails. Make your subject lines short, crisp, engaging, and personalized. Mention attractive offers or include emojis and engaging copy to enthrall email recipients and motivate them to click. 

  • Focus on the Content and Timing 

Once you get people to open your email, the next step is to get them to click through and make a purchase. The content is at the core of the email and a deciding factor for the success of your email campaign. Hence, creating quality content that resonates with your audience and prompts users to take action is vital for your email marketing strategy. It is also necessary to have a CTA that stands out and encourages the readers to click through. Apart from this, make sure you send your emails at the most suitable time to get maximum engagement.

  • Make the Design Attractive 

A well-designed email is a key driving factor for conversions. To design top-notch, engaging emails, make sure you have a clean layout, use the right colors, keep the content short, use interactive design elements such as images, GIFs, and videos, use ample white space, and include a prominent call-to-action. To begin with, you can make use of custom Mailchimp email templates, Pardot email templates, or Salesforce email templates that follow email design best practices and help you create emails that click.

Here’s a simple, yet attractive email design by Great Jones.

Salt & Pepper

Source: Really Good Emails

  • A/B Test Your Emails

Before you hit the send button, it is essential to test if all elements are correctly placed and your email is all set to render perfectly. A/B testing will enable you to test your emails, get valuable insights, and optimize it for better performance. Use various combinations of the subject line, design elements, copy, placement of CTA, etc. to thoroughly test your emails and see what works best and gets the desired results. 

  • Make them Mobile-Friendly

More than 40% of users check their emails on mobile phones. Keep this in mind while designing your emails. Optimize your email design for mobile screens by using a responsive layout, resizing images to fit smaller screens, using prominent and easy to click CTA buttons, and including shorter texts and longer links. Use responsive Mailchimp templates to make your emails mobile-friendly and get maximum conversions. 

  • Add an Option to Unsubscribe

Make it easy for the uninterested subscribers to opt-out from your email list whenever they want by adding an unsubscribe button in all your emails. This is an essential step because, if you keep sending emails to people who do not want to hear from you, it will lead to your emails being ignored or marked as spam, which will hamper your brand credibility. It is, therefore, better to let them choose to unsubscribe in case they do not want to receive your emails.

  • Track and Analyze Performance

In order to know if you are moving in the right direction and getting the desired results from your email marketing campaigns, you need to analyze the performance of every email that you send out. Track metrics such as the email deliverability rate, open rate, click-through rate, bounce rate, social sharing rate, unsubscribe rate, etc. to see what works for your brand, and based on the analysis, make necessary changes to your campaign to improve its performance.

All Set to Create a Winning Email Strategy?

A well-executed email strategy will get you more customers, boost engagement, and improve overall ROI. Incorporate all the above best practices while devising your email marketing strategy, and it is sure to make positive impacts on your business.

Author Bio

Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing full-service email marketing agency that specializes in crafting professional email templates, PSD to HTML email conversion, and HTML email templates coding services. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

 

About the Author

Sadia Umer works on putting together high-quality content for Replug customers to read. When she isn't writing, she can be found reading and trying random life experiments.

Content-Promotion-Tactic

19 Marketers share their Favorite Content Promotion Tactic

Content promotion is challenging but very important. If you don’t promote your content then its gonna get lost in the sea of articles that get published every day. So what content promotion tactics work the best?
Well here are 14 marketers working in the trenches sharing their favourite content promotion tactics:

10 markets share their content pomotion tactic

Waqar Azeem, Content Studio

contentstudioI think all of us have heard the phrase that “content is king” but not many talk about the queen which is the distribution part of it. And, the distribution methods really depend on the type of content you are trying to promote. If it is not a time-sensitive content then you need to have an evergreen campaign that shares the same piece of content with different captions and images multiple times over the year on your social channels. This is such a simple tactic which can massively increase the reach of your content. So, if you have multiple evergreen campaigns running for multiple pieces of content, just imagine the number of increased eyeballs your content would experience. Another good tactic to boost your content without paid ads is to create multiple small pieces of content in different formats. For example, if it’s a blog post, convert it into a video or multiple short videos.
Then turn in into a podcast, or create infographics out of it. Drip-feed all of this content to your social media channels and get the extra exposure your content deserved

Amanda Thomas, Konstruct Digital

 amanda thomasWe’ve all been there before. You spend hours and hours perfecting and refining what you think will be the best article written on a specific subject. You hit the publish button and wait for the shares, comments, and traffic to start roaring in.
Instead, you get crickets and wonder if it’s all for nought? If you build it, they don’t necessarily come.

Here’s an ultra-quick win to help get the ball rolling on your content promotion:

If you reference a brand or person in an article – reach out to them and ask if they’ll share. I find reaching out on social tends to work well, and person to person (rather than from brand accounts) is even better. But if you can’t track down their social profiles, you can always try a tool like hunter.io to find an email address. Alternatively, Buzzstream has a great tool for locating email addresses and social profiles.
Obviously, there are more sophisticated content promotion tactics out there, but I always like to start with the quick wins.

Jeff Gapinski, Huemor

Jeffrey

From my experience, the most effective tactic right now is to build content around survey results.

The goal is to design a survey asking questions that your prospective clients want answers to.
Once distributed, amongst the questions you should have a question asking for any additional comments for possible inclusion, their email address, website, and name.
From those responses take a look at who contributed. Find the highest value contributions from a content perspective and cross-reference them with the authority of their domain. Reach out to these individuals and let them know that you’d like to include them in your content.
You can ask directly for backlinks for the post in exchange for including them, but we prefer to just include individuals without specific stipulations. More often than not, people are so excited for the free publicity that they’ll organically link and share the content.

Matthew Dobinson, Expert Cog

Matthew Dobinson

I like to run Facebook ads to my content in the form of a competition when people click on my competition ad, they are brought to a chatbot that gives them the URL of my content and asks them to share it and tag a friend in the ad post in order to enter the competition.
This forces my content to have a ‘viral’ effect and with enough ad spend it eventually gets traction. Pro tip: When you announce the winner’s message everybody in your list and offer a second competition, you can ask them to tag 5 people each in the comments or share a different piece of content. Depends on what you’re trying to achieve.

Chris Sloane, Heaviside Digital

goodlighting

If I need to promote a piece of content – I’m going to make sure that I get it in front of the right people, and ensure as many of them as possible will see it. I’ve tried several methods, and have found that running a Facebook Ads campaign is the best way to do it.
Depending on the content, I have many different approaches I can take to get the right audience, from customer email lists to interest targeting to website visit lookalikes. Each one has its advantages and gives me confidence that not only will the right people see it, but they might share it as well and increase my reach. I can also get a sense of the actual engagement with the content to see if it is actually resonating with my target audience. If not, either the content or the targeting is off – and I can test that too with different testing.

As a bonus, I can also retarget engaged content consumers with offers for a relatively cheap cost.

Tarek Elqoulaq

tarek-elqoulaq

One of my favourite content promotion tactics is reaching out to people or brands that I mentioned in my content, and just letting them know that I included them in it.
The main reason this works so well is that reaching out to someone to tell them they were mentioned in your content comes off as a very natural reason for interaction. It doesn’t scream that you want something back from them in return. 

Once you’re done writing your content, it’s as easy as gathering all the people/brands you mentioned and find the best email address to get in touch with them. In terms of the actual email to send out, I typically like to include in the subject line something along the lines of, “I gave you a shoutout”. When writing the actual message of the email, make sure it accomplishes three things:

1) Introduces yourself to them
2) Notifies them that they were mentioned in your content and an invitation to check it out
3) Requests a backlink or shoutout on their social media profiles (if their following is big enough)

Keep in mind that even if whoever you’re reaching out to doesn’t return the favour with a shoutout or backlink, at least you’ve introduced yourself and given them something of value. It can even create an opportunity down the line to reach back out to them for another content promotion campaign you’re running.

Shaurya, Attention Always

attention always

One of my favourite ways to promote a piece of content is to email everyone who has been linked in the article and let them know that we have linked to them. Every webmaster knows how important links are to rank on Google.
In the same email, I ask them if they can share the article on their social media. Thanks to the principle of Reciprocity as outlined in the book “influence”, people share it 90% of the time.

For example, When I made a post about generating SEO leads – https://raventools.com/blog/seo-leads/ which had the same format as this one (an expert roundup), I emailed the 20 experts featured to share it on their social media. Most of them did. As a result, the post got more than 150 shares online due to the ripple effect of the initial content promotion the experts did.

This content promotion tactic does not only help you get social shares but also Links as you are able to establish new relations with people by doing them a favour.

Kevin Dam, Aemorph

kevindam

Guest Posting! It allows for great control and choice. We’ll create a skyscraper piece of content and split it into chunks before reaching out to pitch different chunks to different sites, which will all link back to the skyscraper.

 

Deepak Shukla, Pearl Lemon

 

pearl lemon

My top content promotion technique is social media sharing. I will write outposts with a ‘call to action’ to comment for a link/page/etc.
The posts are spaced to be better viewable on mobile, sprinkled with emojis to grab attention and have a thought-provoking question to help push for comments and engagement. 

For relevant posts, other industry experts are tagged to help drive their followers to the posts as well. This is done on both Facebook and Linkedin. Another content promotion strategy I use is newsletters. I will create a landing page and do some promotion for a newsletter I write and build them into automation. 

The newsletters contain relevant links and links to landing pages and deliver the relevant URLs directly to the email list. The combination of these techniques has proven to drive traffic to our sites and help push to certain product pages.

Mazen Aloul, WebQuest

image director

My favourite way to promote content is to include relevant influencers in the piece and ask them to help promote it once it’s published. You don’t need to be writing an expert roundup to have influencers. Adding industry experts not only add expertise to your article, but it’s also a great way to build long term relationships with them. 

 

Michael Costin, Local Digital

michael costin

My favourite content promotion tactic is related to video content on YouTube.
As we all know, it can be tough to drive views on your YouTube content organically. And a video with only a few views kind of looks like it has been sitting there gathering cobwebs, and the implication is the video is no good or not interesting, despite how much effort you may have put into it.

So, an effective way to get the ball rolling with a new video on YouTube is to run some ads to drive some views and engagement on it. I like to make sure the ads are targeted to people that are relevant for the video, by using a combination of keyword targeting and in-market audiences. Then, just a small budget of $5 per day can generate some decent activity on the video, enough to have it on its way.

Matt Diggity, Diggity Marketing

man in black

My content promotion strategy is focused primarily on email marketing and social media. On the email marketing side, new content pieces are emailed out to my list subscribers.  This list is grown via lead magnets and capture forms, fueled by cold and retargeting ads.
Monday morning US time seems to be the sweet spot for the SEO niche for email promotion.

 

 

On the social media side, I post a teaser and link to the content in:

  • Industry groups
  • My brand’s Facebook page
  • My personal Facebook wall – making sure to tag businesses and influencers who were referenced in the content itself
  • My Twitter feed – likewise tagging relevant people

These days I’m doing my best to repurpose content to get exposure on other promotion platforms.

For example, instead of just creating a textual article for a website, we’ll create a 5-10 minute video version for the YouTube channel, expanding the reach.

Chris Porteous, My SEO Sucks

Chris Porteous

My favourite tactic is to look for content gaps in the competitor’s strategy. Most subjects have been covered to death. However, doing your research well helps you discover that your competitors are possibly not covering niche relevant content.
Implementing this strategy requires some effort, but is a straightforward practice for the most part. First, you need a strong buyer persona (this is something that you should already have handy). Research the keywords that could be of interest to this persona and see if there’s an excellent idea left unchecked by the competition.

When you find it, write about it using the appropriate keywords. Long-form content is the best option in this case, as you want to become the point of reference. It will certainly rank well, giving you an edge against your competitors. You’ll also have well-research and unique content that they don’t, and they will need to do some legwork to catch up.

David Bell, Diving Bell Creative

David Bell

We’ve been seeing more clients wanting to incorporate video content into their content strategy – either as standalone content or to support a blog.  Since there’s a higher cost associated with producing quality videos, clients want to see results right away.  As a result, we’ve started doing more Facebook advertising to promote that blog/video content.  To do it in the most cost-effective way, we started seeding engagement metrics.  Higher engagement = lower CPC.  

How do we boost engagement rates? We share the content with people who are already engaged with the brand – Facebook followers, or custom audience made of site visitors.  The ads themselves often will have a callout asking people to comment on the post which increases engagement.  Once we are seeing some traction with the ad, we change up the copy and broaden the targeting to lookalikes or other audiences we want to target.   It’s a tried and true method that helps keep the clients happy and makes us look smart.

Dan Christensen, Averse Pest Control

Mask Group

As the in-house marketer of a local pest control company, sometimes it takes real creativity to get traction online, especially in an industry that most people think is boring. The content that is on the website has to be extremely relevant, informative, actionable, and entertaining. “The whole shebang”, in essence.
Many people like to bag on “boosted” Facebook posts, but that’s only because it seems “beginner-ish”, however, we’ve found it to be extremely successful in promoting ourselves in our local area. 

For just a few bucks we can expand the reach of our content to people who are potential buyers. Not only does this tap into people who will buy right now, but it gives us great exposure to those who are not quite ready to buy (exactly what a local company needs – more touchpoints). 

We’ve been using replug.io for some time now, and it allows us to easily target those who have landed on our site, leading to a much higher conversion rate than with using a cold targeting approach.

Charlie Morley, Movement SEO

Charlie Morley

My ‘favourite’ content promotion tactic is whatever is most relevant and targeted to the client or website I am working with at that time. How you aim to promote the latest blog post for an international eCommerce store with a presence in many different countries is going to be extremely different to how I would go about promoting an offer that a local supplier of goods is running for example. 

Working with a small manufacturing company in Australia recently we had to step offline in order to enhance online presence and reviews. After successful projects were completed I worked with the client to produce promotional ‘content’ that could be given or mailed out to their customers which we hoped would lead and motivate them to leave positive reviews online. This saw a large increase in the number of positive reviews within Google, boosting local SEO performance in the process. 

This bespoke approach to offline communications may be hard to scale for larger websites but it is still possible. While working with an international eCommerce store we were able to increase Trust Pilot reviews by including a simple byline in emails asking repeat customers to leave a review if they were happy with the service or purchases they had made. 

Austin Cline, Sitemap

Austin Cline

Promoting an article to a cold audience is hard and can be expensive to get traction. One strategy our agency has had tremendous success with is to reach out to any person or company mentioned in our article through email, Twitter, or LinkedIn to let them know about the article. If they like it, we encourage them to share it with their network. This puts our content in front of a relevant audience and gives it a great boost.
Of course, we’re all interested in getting great backlinks. If they have a website, I will include a note in the message and ask if they’d be willing to put a link to the article as well. Sometimes we’ll include a particular page or post where the link might be most helpful. Again – way easier and cheaper to secure a backlink this way.

We’ve had great success using this tactic and encourage others to try it out!

Wyatt Mayham, Mayham SEO Consulting

Wyatt Mayham

My favourite solution that I have found converts the best for promoting content ensures you #1 have something worth promoting, and #2 reaching out to websites that have shown interest in the content in your vertical before. I’m going to use surveys and studies in this example specifically for Multiple Sclerosis because that is the last campaign that I have worked on and what is top of mind for me.

When you first start working on a campaign and know you have a great piece of content, I usually start with a google advanced search to find bulk opportunities. When setting up the campaign in this example I will google search “Multiple sclerosis” + “study” and “multiple sclerosis” + “survey” to surface websites who have written about Multiple Sclerosis studies before. Now I have a list of people who are already interested in this and have written about it before. Google news usually surfaces some of the best results here. I will then scrape these opportunities and run Hunter.io to find all the relevant contact information and import these into Pitchbox for outreach. 

In your pitch, make sure you explain why you stand out over every other similar piece of content. In my example, we had surveyed more users with multiple sclerosis then even some clinical trials. That is something that will catch the eye and get someone interested. Even asking them “Is there anything else you would have wanted us to ask in this survey? We do them fairly frequently so if you ever want to collaborate or contribute to the questions next time let us know”. That is now adding a bit of personalization to an already awesome piece of content. Also, you have now created a relationship with this person if they respond back which will end up as another link later down the road. 

If you are promoting content that is a cookie-cutter version of other content, I would go back to the drawing board before starting your content promotion.

Skyler Rees, Ardent Growth

Skyler Rees

One of my favourite content promotion tactics for law firms is to take the newly minted piece and throw a few ad dollars behind it targeting people who are likely to engage on social and coupling that with some enticing copy. The ad spend gets it in front of the right demographic and their own engagement helps it get additional reach. 

If you know your content as a decent search volume (or a high-intent one) you can always run some additional paid search ads to get it in front of the right people at the right time as well.

I encourage people to also shoot a 30-second video to accompany their ads on social and on search ads (if they’re running YouTube ads). It dramatically increases the CTR and reduces your overall CPC.

I know paid isn’t always the most fun or ingenious way to get additional traffic but there’s a reason why paid advertising has been around for so long: it works.

Nick Malekos, LearnWorlds

Nick

Online education on the rise, eLearning is becoming increasingly important and our society is valuing knowledge above everything else.

Reusing content as an online course seems more valuable and gets people to engage more, adding there a shareable certificate to the course, and you could go viral!
Not to mention that gated content seems more valuable and is an opportunity to collect leads. All you need is an online learning platform  and re-using your blog posts, YouTube videos or webinars

 

Author Bio: Shaurya Jain is a Digital Marketer specialising in inbound marketing. He loves to dabble with new technologies.

 

About the Author