Email Marketing for Business Training Companies - case study # 2
Training and consulting organizations goes from 0 to 2,078 subscribers on LinkedIn for free using 3-part targeted content
1. Facts and research
2. Topics catering to the target persona
- What does our target persona care about?
- What are their problems right now?
- What are their gaps?
They then come in at the back end and say, “If you’ve got this gap, here are all the facts around the gap, and here's what to do about it.” And there's a solution at the end that’s tied in — not as a blatant advertisement, but just to say, “Hey, this writer has a solution for your problem.”
3. Every article is structured on the Inner Genius Wheel
The articles are structured for all 12 Inner Genius Archetypes, which were developed by Mattiske to help people understand their communication and learning styles.
“Each member of your audience learns differently; for example, some
want to connect to the big picture, while others want the facts,
figures, and data. Once your audience is given ‘their’ piece of
information in their style, their attention is hooked. However, the
average writer/presenter unconsciously writes/presents in the way they
themselves learn best,” she said.
In the first 24 hours after launching the GQ Playbook, the team had about 700 subscribers. The next week, that went up to about 1,200. Now a couple of months in, and they recently went past 2,000 subscribers. This is entirely organic with $0 advertising spend.
“It's not just another piece of puffery or a ‘look what I've done…me,
me, me’ type of article like you’ll commonly see on LinkedIn; instead,
it’s a valuable piece of writing that has:
a) facts and research,
b) topics that cater to our targeted audience, and
c) balanced communication to hook the attention of every one of our readers,” Mattiske concluded.