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A big part of inbound marketing is converting visitors into subscribers or leads. I decided to put together a pretty comprehensive guide on how I look at email capture when auditing or building a strategy, using a framework from journalism: the 5 W's (who, what, when, where, why - and how). It covers everything from deciding who you're targeting and with what offer, all the way to how you collect the information (what type of form or lead capture) and how to optimize/improve your approach when you get some data rolling in.

  • RF

    Ryan Farley

    over 1 year ago #

    Solid post. I love your comment about 'lead nurturing'. So many companies are lying to themselves when they think they are 'nurturing' their leads. In fact, I'd argue most email campaigns aren't nurturing at all, but simply blasting until they happen to catch a prospect at the right moment when they're ready to take an action.

    • AB

      Alex Birkett

      over 1 year ago #

      I feel like there are a ton of marketing words that make me shudder, like "influencer marketing," and "lead nurturing" is definitely on that list. I have no better term in mind, but appreciate that you share my sentiment

  • ML

    Mark Lindquist

    over 1 year ago #

    Interesting take with the 5 Ws. I love your bit about checking what keyword searches are driving traffic and matching your lead capture messaging around that. Brilliant.

    • AB

      Alex Birkett

      over 1 year ago #

      Thanks! I look at it as a sort of passive way to get "voice of customer" insights, where you can message match to what your visitors are actually looking for

  • JJ

    Josh Javier

    about 1 year ago #

    Wow, I love how in-depth this post is! I was expecting a simple analogy to the journalistic principles of 5 W's, but you also managed to give creative ideas on the HOW, which I think is what makes this a very good primer for email marketing. Must-read for beginners like me. ;)

  • PH

    Pradyut Hande

    over 1 year ago #

    Creating user personas is something very few companies actually do, particularly startups that are looking to kickstart their marketing efforts at the rate of knots. I'm not sure how much it actually helps, but it must lay the foundation for future contextualized reach-outs.

    • AB

      Alex Birkett

      over 1 year ago #

      Right you are. I've definitely found value, if for nothing else than by going through the process of creating personas, you learn a lot of insightful things about your customer and their motivations. Then the persona becomes a sort of heuristic for messaging and campaigns you can use to make faster, better decisions. In any case, when done right, I think it's worth doing

  • AJ

    Adam Jiwan

    about 1 year ago #

    Great insight here. Very well written.

  • KM

    Kevin Mitchell

    about 1 year ago #

    Excellent article.

  • MM

    Madhushan Muthukumaraguruparan

    8 months ago #

    Excellent article.

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