Take a look at this inbound marketing flow that talks through a more agile approach. Don’t make it harder than it really is.
Just start with a relevant content download (that is not easily accessible to find on your website). Or take a few and merge into one eBook.
Use web analytics to find your top viewed content in all channels and start there to find something that your audience might like. Then create different versions of this download with messaging personalized for each segment or persona.
If you don’t have marketing automation tool such as Hubspot, then set up triggered business rules in your own email system or sign up for a free Hubspot consultation. Then sit back and watch cultivation happen in 1/4 of the time a traditional approach would take.
#2 LANDING PAGE – Advertise offer on a promotional branded landing page
#3 EMAIL – Automate follow-up emails with affinity content & relative offers
#4 BLOG – Develop blog content around offer & promote in social
#5 TRACK – Track lead to new donor conversion and CPA