Content Marketing Strategy – Website Component

How to convert visitors into email subscribers

It’s often asked, “How can it be done?” while contemplating the unique visitors that visit their website. How can unique visitors be converted into email subscribers?

At the Mequoda Group, our answer incorporates two equally important components: Free Content and Conversion Architecture.

The use of free content, free downloads and conversion architecture will lead to higher email conversion rates.

These two components will be discussed in more depth a little later, but first, what is the real importance behind email conversion rates? The email conversion rate can be considered as a primary metric for your site. If you want to see how you’re doing, just simply look at this number.

Website traffic is a means to an end

The majority of people who visit your website will stay for a few minutes, poke around and probably never return. However, the percent that converts over and becomes email subscribers are the ones who you can forge a relationship with. They have interest in what you’re doing and most likely share similar thought processes. They will be the underwriters of your business, as they will either buy your products or your sponsor’s products.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

Free Content and Conversion Architecture

Attraction conversion architecture

Successful conversion architecture consists of a few different objects.

The first is called a Floater. A Floater is not a pop-up or spam, but a layer of html code that displays on the website. When an unregistered user goes to the site, the Floater is the first thing that person sees.

Next, there is the order form in editorial, or OFIE. If the unregistered user closes the Floater, the OFIE will be there with a free offer as well.

In all blog posts there should be an interrupter text ad. These are also important, especially if the user closes the Floater and ignores the OFIE. The text ads should also be aligned properly. If the article is about Blogging for Profit, the ad should offer a free product relating to the topic of Blogging for Profit. Relevance is key in increasing conversion rates.

Finally, an index of your free products should be included on your landing page. Each free product’s title can be included here and should provide links to rapid conversion landing pages for each of these products.

Free Content

WordPress was specifically designed to index pages. This is one aspect worth noting when it comes to free content. When you design free reports or free media downloads you should be offering this free content through all of the methods listed above. The inline text ads used will be found in blog posts indexed by WordPress.

For example, if you have a topic on Content Marketing, that topic’s free report or download should be on content marketing. Any blog post that is about content marketing should then have an interrupter ad that points to the rapid conversion landing page for the content marketing free report.

These two components of website strategy work harmoniously together. They will help you increase your email conversion rate if you keep them working together properly. Need to know more about getting your entire content marketing strategy to work together properly? Join Don and Kim as they hit the road with Content Marketing 2010 Seminars.


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