Blogging has gone through a dramatic transformation in recent years. What was once seen as niche and casual is now a major aspect of big business. With this in mind, blog owners are always on the lookout for ways in which to increase their traffic and gain subscribers. Whilst many people look towards social media as the ultimate tool for blog building, this may not be the best way forward. Many people fail to recognise the power of email, seeing it as outdated and mono-functional but the majority of internet users still spend a large portion of their day checking their emails. Utilising emails as way to drive traffic can be done through the use of newsletters.
In terms of attracting users to your blog and cementing them as subscribers, social media isn’t as successful as it used to be. This downward trend could be blamed on a number of issues but the main problem is simple, surfers are not seeing your blog post. The sheer volume of traffic on sites such as Facebook, Twitter and LinkedIn is substantial and growing every day. The consequences of this is that many users either, don’t notice your blog post at all or notice it and then become distracted by another submission. There are also issues with how sites such as Facebook prioritise content on the newsfeed, with many posts falling to the bottom of the pile and being ignored.
There are specific ways in which bloggers can get around the problems facing social media but there is also another option available- newsletters. Allowing visitors to your blog to subscribe to your newsletter means that your content will be sent directly into their email box. This combats the problems commonly facing blog marketing, e.g. failing to be noticed or distracted surfers. Sending content via email can also be much more personal which is especially true when bloggers tailor the subject line, for example utilising a friendly message and the recipient’s name. Newsletter subscription is particularly successful because it transforms casual visitors into active visitors. Active visitors are much more valuable from a blogging perspective because they don’t have to be prompted into visiting your site, they actively seek you out.
So you are convinced of the benefits of newsletters but how do you go about setting this up? First of all, content is still key. The foundation for any blog should be high quality content which is engaging and therefore attractive to an audience.
Once your blog is up and running it is time to introduce the subscription function- this can be done in a variety of different ways. The simplest way to do this is to place a subscribe button somewhere on the page, usually at the top. This allows visitors to click and subscribe if they would like regular updates from your blog. A slightly more persuasive approach can be achieved via subscription pop-ups, which are activated when a visitor lands on your site. This pop-up function can be created in many different ways but some blogging platforms such as WordPress allow uses to achieve this using a simple plugin. Twitter cards are basically the same as a subscription pop-ups but they are activated on the social networking site itself. This technique can be particularly useful for bloggers who want to benefit from a mixture of email and social media.
The way in which you utilise the newsletter technique depends on you and what you want to achieve. Those looking to simply send their blog posts to subscribers via email can do this by using a RSS-to-email service which basically does all of the heavy lifting. It should also be noted that there are other ways in which to benefit from newsletter subscriptions. For example, your newsletter could be used to advertise any products you may be selling. You could also insert a poll into your newsletter and use this as a way to gain direct information from your subscribers.
It has never been more important to have an open mind when it comes to blog marketing. Getting attention is more difficult than ever before so techniques such as newsletter subscription can offer a lifeline when trying to attract and maintain readers.