Selling Premium Content Via Subscription?
I was enjoying a case study on the Marketing Sherpa website and thought I'd pass these two tidbits along. . .
Comment on search engine marketing: "[M]ore qualified (and likely to convert) searchers tend to use more specific terms when searching." The more qualified the search term, the more qualified the lead.Regarding the latter comment, for two years I published a daily newsletter of radio show preparation materials for disc jockeys. (You know the "This Day in History", jokes, and trivia stuff that DJs use.) It was available in an annual subscription basis and delivered daily via email.Comment on user behavior: "[T]he more time a reader spends on the Internet in general, the less likely they are to convert to pay for content because they become convinced they can 'find it free somewhere else.'"
I found that very thing to be true. The more time DJs spent online themselves, the less likely they were to subscribe to my service. Conversely, the less time spent online, the more likely they were. One key is to target groups of people who spend little time online. Who are these people? According to Marketing Sherpa, CEOs comprise one such group.
Anyway, I hope you found those helpful. (BTW, the Marketing Sherpa article is only open through September 3. After that it becomes premium content.)
Radiant Marketing Group
in Email Marketing, Marketing Strategies, Search Engines, eCommerce
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