December 12, 2011
Growing Your Online Community
“Our readers love how we do what we do – that's the best marketing strategy of all,” says Amanda Steinberg, founder and CEO of women’s e-newsletter DailyWorth.
When starting her company, she knew she’d have to get the word out. How’d she do it?
Steinberg tried doing guest posts on high-traffic blogs, but when that didn’t draw the interest she desired, she decided to switch gears.
Today, she divides her company’s marketing tactics into several categories, including SEO, press hits, social media shares, advertising trades, existing-subscriber referrals and paid advertising.
In just over two years, she’s attracted more than 100,000 subscribers. About 30 percent of DailyWorth’s capital is used for marketing.
To companies looking for similar success, Steinberg says, “Create a place in your
email or blog for advertising banners, and trade advertising with other publications.”
She warns against trading editorial content – writing about one publication if they write about you – as this compromises your publication’s integrity and quality.
But it’s not just about attracting readers – it’s also about keeping them. “If you're marketing a publication that's poorly written or covering topics not enough people care about, you won't grow regardless of the marketing tactics you deploy,” says Steinberg.
Still stumped? She suggests seeking out advisors with experience in growing online communities. “Pay them an hourly rate if that’s the only way to get their time and attention,” she adds. “It’s worth it.”
When it comes to e-newsletters, successful companies know a catchy subject and simple content can make a difference. Plus, including multimedia aspects like podcasts keeps your company ahead of the curve.
Bonus PINK Link: Another important part of growing a community? Good business-to-business writing.
By Brittani Banks
“Success is often achieved by those who don’t know that
failure is inevitable.” Coco Chanel
Supporting images from FreeDigitalPhotos.net, Sujin Jetkasettakorn and Ambro.