Once you have built your database of prospects, the next step is to encourage them to engage with your content. This is typically done by directing them to your website.
After they visit your site and express interest in your online content, this is the perfect opportunity to ask them to register their email address in order to provide them with free content. This is the “next step” to converting your prospect to a lead. Registered users can be defined in Multipub as free subscribers to the registered product. One of the recent updates to Multipub includes the ability to accept subscribers with “incomplete addresses.” This enables you to accept subscribers where their record contains nothing but an email address.
If the product is a free daily newsletter, you may define it as a daily product and fulfill it like a mailed newsletter where you sort and post labels. You may also define it as a daily Access Days product where you can periodically run a query to export all the active subscribers to the product. This file can be sent to your Email Service Provider (ESP) for fulfillment.
If the registered user should be granted access to an area of your site where the content is reserved for only registered users, you may enter an order for the daily Access Days product. Multipub’s Mult-e-commerce module can grant or deny access based on the status of the order to this product.
If your CMS system tracks the pages or articles the user has viewed, this data can be imported into Multipub as well. This will paint a more complete picture of the specific topics that are of interest to an individual. The Engagement Tracking capabilities in Multipub enable you to see not only each article the subscriber has read, but also the accumulation of articles by taxonomy (topic / type / code, etc.). For example, if you publish a business publication, you can see the date the user first read articles on a topic, the date they last viewed content on it, and how many times they accessed content on a particular subject. You might have taxonomy codes set for Real Estate, Education, Healthcare, or Technology, and each of these codes will list the content that was read, along with the number of times and dates it was accessed.
Focus: Marketing/Renewals Webinar Now Available
Don’t forget to sign up for the next installment of our webinar series, Focus, for a deep-dive into Multipub’s marketing capabilities. RSVP here for the March 23 event at 1:00 PM CST.
Next week, we’ll be sharing Step 3, “Converting Your Lead to a Paying Customer.” To learn more about these and other Multipub features, contact us at firstname.lastname@example.org.