The ‘Staircase’ Strategy And Push
The trick is to take it step by step.
Browser-based push notifications can be a great tool for marketing your business, but at first, it might be difficult to see how they align with another key marketing channel: guest blogs. But there is a highly effective way to do it, called the “staircase” strategy, and push is a key part of it.
The Staircase Strategy
As any professional writer can tell you, when you start out, you are generally not getting in the door of the biggest markets out there. The New York Times has plenty of writers happy to work for it, so even if you’re brilliantly talented, you might not get anyone’s attention. So you start small, like your local paper, and work your way upwards.
The same is true of guest blogging. Small businesses especially are not going to capture the big markets right away, and the truth of guest blogging is that it has to be mutually beneficial. This is where browser-based push notifications come in. Because they’re opt-in, it means you have a list of customers most interested in what you have to say on a particular topic, especially if you have a blog they’ve signed up to receive notifications about. So, as you can see, you push out your guest blog to your list, and you create a virtuous circle: The guest blog draws in more customers who opt-in, the blog gets more traffic, you get more sales.
The staircase comes in because after you’ve done a few guest blogs, you can step up to the next level of sites. After all, you can prove you have an audience with a strong interest in your topic, so that makes you more appealing. Keep repeating it and soon, you’ll be at the top of the staircase.
A great strategy is built step by step.
Staircase Strategy Best Practices
- Above all, the value for your customers needs to be foremost. Look for blogs to guest on that you know your customers engage with and are interested in, and ask yourself what your guest blog brings to the table in terms of value for both your customers and that blog’s readers.
- Push to customers that view this as something they’d be interested in. If you’ve automated your invoices to push out an alert, you shouldn’t use that as an invitation to sell yourself in a way that set of customers may not care about.
- Work closely with any blog you guest post on to ensure that you’re meeting their needs, particularly in terms of tone and approach to the particular topic. The operative word is “guest,” so don’t get too wrapped up in staying “on brand.”
- Choose the best advocate for the topic of your guest blog, especially one you’re going to push out. For example, if you’re writing about information security in your industry, your CIO or the leader of your pen testing team will be the best person to weigh in.
Done well, guest blogs can capture attention, and push notifications ensure your best customers see your articles, share them, and react to them. To see how push can help you climb the staircase, sign up for a live demo of Pushnami!