Rand Fishkin, the founder of Moz, recently posted a video called The Greatest Misconception in Content Marketing, which is inspiring, interesting, and worth sharing.
As usual with his videos, Rand used simple terms to explain why content marketing failed. He recently attached the video to an 86-slide presentation that digs deeper into why content marketing fails. The reasons he mentioned were very simple.
Parties trying content marketing lack an understanding of how it works, and they expect results that are unreasonably fast and without budget, resources, or time. They don't realize that blogging doesn't build a company, or at least not directly.
Rand breaks down the reasons into five mistakes marketers make that lead to failure:
- Believing the myths circulating in the world of content marketing
- Your content builder without a community.
- Your investment is in creating content, not in expanding it.
- You're ignoring one of the most effective marketing tools: SEO.
- You surrender quickly.
This presentation (86 slides) is a treasure trove for content marketers.
Now you might wonder, "Okay, these tips are great, but what does it have to do with email marketing?" And you are absolutely right. The thing is, I've changed these five mistakes that Rand mentioned to be directly relevant to email marketing.
1. Believe the myths circulating in the world of email marketing
Email marketing is at the pinnacle of permission marketing. This means that you have the privilege, but not the right, to communicate with eligible clients, potential clients, and clients (that is, they have allowed you to do so).
This is the main reason email marketers fail and the main reason they succeed. As Seth Godin says; It is all about building trust and earning respect.
"It (email marketing) recognizes consumers' new ability to ignore marketing. It recognizes that treating people with respect is the best way to gain their attention."
Respect your customers' inbox and provide value, and then you can succeed.
2. You are late in sending your newsletter
The second mistake Rand points out (You're building content without a community) is actually the exact opposite of what it is in email marketing. Whereas content is disseminated and shared, email delivers a message and a call to action.
And because the goals are different, an email marketing platform can be very successful, even with a few subscribers. Don't wait until you have 5,000 subscribers on your mailing list to send your messages. If you start a blog, start sending out your weekly newsletter right away. And if you launch a new product, start creating interest months before its launch.
Copyblogger has promoted the idea of a "minimum viable audience" that applies perfectly to this lesson:
“You receive enough feedback from comments, messages, social networks, and social media news sites that you can tailor and develop your content to better serve your audience.”
Send, prepare, and repeat.
3. Your investment in creating letters, not in the mailing's growth list
You send messages regularly, but you are not growing your database. We hope you learn how to improve your messages through feedback, such as analytics and unsubscribe rates, but as mentioned above, emails don't spread in the same way as content.
A piece of featured content can bring recent visitors to your site, but featured messages are less likely to add new subscribers to your list. Therefore, invest the time both in creating great messages and adding subscribers to your list.
You can achieve this by carefully including calls to action in your messages and inappropriate placements. For some, this means using pop-ups or full-page ads. For others, it means they are naturally included in the content.
There are absolutely no right or absolutely wrong methods, it's just a matter of making valuable offers to your site visitors. If the value of the content is significant enough, you will simply make people want to be alerted when new articles are published (meaning they subscribe to your mailing list to stay updated). E-books and reports are often good ways to grow mailing lists.
Experiment with forms, surveys, ads, landing pages, social media, and videos to see what motivates your visitors to take action. But whatever you mean, we hope you don't let it affect your content negatively.
4. You ignore transactional emails and behavioral emails
Email marketing involves more than just coupons and newsletters. In fact, marketing has gained notoriety from some companies that abuse the privilege of accessing the subscriber inbox. Consumers are aware of these tactics and warn of companies flooding them with emails.
A smart marketer is someone who knows how to take email marketing to a higher level. This begins with automated drip campaigns that slowly expose users or new leads to new content, product, or service. But this is just the beginning.
Transactional emails, such as receipts, invoices, reminders, notifications, password changes, and confirmation messages, have significantly higher open rates. These messages serve a specific purpose and contain data that readers are very interested in.
A very smart marketer is one who tracks user behavior on their site and sends highly targeted messages based on that behavior. An example is Amazon, which is the pioneer in using this strategy. And anyone can use it with the help of some tools like Vero.
5. You give up quickly
Rand also mentioned this error, but again, it differs between content marketing and email marketing. In content marketing, you need time to grow an audience, build trust with search engines, and gain traction on social networks.
As for email marketing, passaging time should coincide with the rapid implementation of feedback-based changes. This also requires the email marketer to test a new body/copy, new headers, and hashes, and then make changes based on what they've learned.
Continuous testing is one of the best ways to increase your message open and click rates. And if you work to improve your messaging and grow your mailing list, the value of your marketing efforts will increase. Then you will overcome failure.
What have you learned from email marketing mistakes? Share with us in the comments.