A lot of publishers struggle in coming up with a strategic marketing plan to sell subscriptions. Some try to create a plan that includes all aspects of their mission statement and vision as a news organization. Others try to lead with messages and offers around their biggest money makers. Still other publishers struggle to find a message or an idea to rally around.
Pipeline marketing is useful in these cases and is the process of using a combination of lead nurturing and marketing tactics to drive one's leads (readers) through one's sales funnel. The focus is on consumers and their needs, not on your news brand(s) and what you’re trying to sell (subscriptions). Next, pipeline marketing looks at the stage of the sales cycle consumers are currently in to help an organization align marketing and sales messages, tactics, and channels to speed up or support the buying cycle.
When coming up with a pipeline marketing strategy, here’s a few things to consider:
Do you have a pipeline marketing strategy in place to get more subscriptions?
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