Learning how to convert viral traffic to email subscribers can skyrocket your blog’s email newsletter with engaged readers. There are three areas in which you need to prepare to capitalize on viral traffic.
Can I Prepare to Convert Viral Traffic to Email Subscribers?
Short answer, yes. Long answer, yes and you really, really should. Why?
Email subscribers are worth up to 27% more than social media followers, so preparing for a viral traffic surge is definitely in your best interest.
Preparing to capture email subscribers from a viral post is good business because:
- the ad revenue will fade (and likely will not be replaced),
- social follower counts can bounce up and down with or without engagement, and
- many people, even though they loved your content, will forget to come back to your site.
How to Prepare to Capture Emails on a Viral Post
User Experience
The data varies, but you have either 8 seconds, 10 seconds, or 12 seconds to impress or alienate a new visitor. Either way, that’s a very short time, so let’s cut to the basics.
- Hosting – Get on a quick call with your host and let them know you’re experiencing a huge surge. They can temporarily or permanently allocate resources to head off any potential capping issues (if you’re on one of those types of plans).
- Ads – Make sure your ads aren’t too heavy. I know the traffic will get you cash, but the experience needs to be decent for them to a) come back and b) find you a worthy authority by reading additional material. If they are annoyed before they can read it, opportunity wasted.
- Related Content – Optimize your related content for that post – put your BEST related content there. If you have a sidebar, make sure it is clean and that you are highlighting EXACTLY what you want showing to those who don’t know you.
- Exit Intent Popup – They do not impede on the user experience (no penalty from Google). To assist with mobile sign ups, consider a static bar or an inline form (Ninja Popups Inline or have an embedded form coded to your site).
Opt-in and Email Optimization
Because our goal is to convert viral traffic to email subscribers, we need to make sure we can immediately begin the “know, like, trust” sequence with those new subscribers. A small amount of preparation can get this process started!
- Have a clear, single call to action for your readers – sign up.
- If you have an opt-in, begin advertising it. When you don’t have an opt-in, create one or brainstorm what will be most useful to those reading your article. Additionally, provide a prompt for your opt-in and say, “You’ll get it as soon as it’s released!”
- Immediately deliver the opt-in, if it is available.
- If you have automation features with your email service provider, construct a welcome series targeted specifically around the post and opt-in topic. Give them related content and solidify your authority on the subject.
Note: If you don’t have an automation or welcome sequence feature set up with your mail provider, consider doing it.
Communication to Keep the Viral Surge Going
Ask any blogger who has seen a true viral surge, and they will say, “I wish I could have extended it!” An extension isn’t certain, but we can definitely help it out by following these steps.
- Email your existing base. Tell them about the popularity of the article and ask them to share it on social media to help bring the message to others.
- Create multiple images and prompts for social media. Ask your tribe to share so they can piggyback on the popularity (reach on Facebook, for example).
- Alternate Delivery – Consider creating a Facebook LIVE, Periscope, or Instagram Story for your content. Keep it short (and shareable).
- ‘Free Advertising’ – Add your opt-in as a header advertisement (and sign up) on Facebook and Twitter. Consider adding your viral post link directly to your Instagram profile, as well.
Advanced / Invest
Consider your viral post for an advertisement (add the Facebook tracking pixel to your website BEFORE you do so). Even spending $10 on a Facebook ad can keep that traffic boost going and add even more email subscribers!
Summary
Start preparing to convert viral traffic to email subscribers today and enjoy the ride! Be sure to welcome your new subscribers immediately and start as soon as you can on the know, like, trust sequence to keep them on your list.
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