A few weeks ago, I chatted with you about finding new ways to get subscribers to your email marketing list. We talked about linking to key spots including social media networks and creating powerful calls to action on your website. We even ventured into content and having a sign up button after each content page. What we didn’t talk about – and what almost no one talks about – is using your links within your content as another custom designed way to spread your message and attract new subscribers.
First, you start with backlinks. Backlinks are the hyperlinks or URLS within your content. People click on it and they get taken to another page. As a rule of thumb, it’s a smart move to have a strong internal backlink strategy. This means you define the pages you want to either draw attention to or have their ranking improve upon; create that list of urls and then use them as backlinks within content.
Except that in this case – with the goal being to stress your sales pitch, brand or message – you’re going to set up a maximum of 3 backlinks per content page. The absolute minimum is one and anything more than three is pushy. These backlinks will take readers to a custom landing page.
A landing page is a unique web page that is an extension of your business and brand, created for the sole purpose of getting people on board. It’s a commonly set up page for email conversion, donations and events. In this case you’re going to set it up based on a message or high priority SEO key phrase (2-3 words long) that matters to your business and goals. You’re going to embed that keyword naturally in your content and then link to a landing page that’s set up to attract subscribers.
The landing page will discuss that key phrase in further detail, wrapping back around to how your brand is able to address that issue (the value), and then have a call to action. The page will have three points of conversion for people to sign up for your email list. One clever way I’ve recently seen is to have someone agree with a point, and then ask for an “endorsement” of views. That endorsement is an email sign up form. If you’re already reading a page, clicking on a link, reading that second page, there’s a high chance you endorse what you’re reading and will comply.
The best plan of action is to have about two of these linked key phrases that lead to two unique landing pages. And then make sure they’re inserted in every piece of content. If you’re really short on time, and are focused on just one backlink and one landing page, then use an A/B design strategy that gives you a little more mileage without taking up too much more time.
It should also go without saying that this is a creative, almost totally unused strategy – so if you’re using it, you’re ahead of the curve. If you’re using this strategy, make sure you’re gathering data on unique hits as well. Ask yourself which page is performing better and why? The fact is this strategy is going to work – there’s no way it won’t.
If for any reason it doesn’t work, it’s because you’re either: (1) using the wrong key phrases, (2) not generating quality content, and/or (3) not pushing your content to be visible through email campaigns and social.
The only real task here, once the hard work of landing pages is done, is to figure out why one page or phrase would out-perform another. Moving forward, you could even use the same page but switch out the keyword. Just make sure the keyword and the content go hand in hand, since readers will be clicking on a link to get further information about that keyword.
If you end up trying this strategy, we’d love to hear from you!
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