Evergreen Strategies Guide: How to Promote Digital Products
Passive income is the dream for many small business owners, especially those getting started with digital products. And while they aren’t 100% hands-off offers since you do still need to market and sell them, they are perfect for setting up evergreen strategies to take the pressure off you having to constantly push them on your audience.
In this blog post, we're going to explore evergreen strategies that will help you effectively promote your digital products. These strategies are specifically tailored for those of us who may have limited energy but still want to create and sell successful digital products like templates and courses.
What are evergreen strategies in marketing and why are they important?
Evergreen strategies in marketing are techniques that remain relevant and effective over time, unlike trends that quickly become outdated. They provide long-term value, stability, and consistent results, making them crucial for building a sustainable and enduring digital product promotion strategy.
The Power of Evergreen Content
Evergreen content refers to timeless material that remains relevant and valuable to your audience over an extended period. It's like a perennial plant that keeps blooming no matter the season! By creating evergreen content, you can continue to show up in your business and make sales even when you aren't actively working or selling. This is especially important for small businesses or solopreneurs who are juggling not only creating content and making sales but also delivering their offers, optimizing their systems and running the day-to-day operations of their businesses.
Building an Email List
Building an email list is like having a direct line of communication with your audience. It allows you to nurture relationships, provide exclusive content, and promote your digital products directly to interested subscribers.
This is the #1 most important asset for your business if you want to sell your digital products on evergreen.
To build your email list you'll need to get in front of new people and share something of value. This could look like creating a valuable free lead magnet (aka a freebie) that you share on social media or in other people's communities to entice them to join your list.
You can also use your digital products themselves to help you grow your email list by participating in free giveaways, bundles and speaking in summits or other people's communities and sharing a link to get your digital product for free or a very good discount. The added bonus of growing your list this way, is you are sure your new email subscribers like the type of products you're selling!
Evergreen Sales Funnels
One of the most powerful ways to generate passive income is by setting up evergreen sales funnels. These automated systems work tirelessly in the background, guiding potential customers through a series of emails promoting your product and encouraging them to buy with an enticing bonus or discount that's only available inside that funnel for a limited time.
While it can seem a bit techy to set up, creating an evergreen sales funnel for a mid-priced or high-ticket digital product can be well worth it! A great way to save yourself some time setting up your funnel is to repurpose the content you created during a live launch using the system I teach inside Easy Evergreen. This not only saves you a ton of time writing all new email copy for your funnel emails but it also helps your subscribers not get lost in overly complex funnel systems that come from tinkering with things for months in the back end of your business.
While your sales are fully automated with evergreen sales funnels, you will still need to actively promote the free lead magnet that starts off your funnel.
Pre-Scheduled Content
No matter how great your systems and automation are, you will need to share some live content with your audience to keep them active. And that's where pre-scheduling your content can be a lifesaver if you're short on time.
Essentially, you'll create your content ahead of time, ideally batching out a bunch of the same type of content in one go. Then you'll go ahead and pre-schedule that content to go out live over the coming weeks and months, so you don't have to be actively posting or publishing in real time!
While you can use paid social media scheduling apps like Later or Plannable, if you are just posting to Instagram and Facebook you might want to consider using Meta Business Suite's free content planning tool to schedule your content.
How to Turn Timely Content into Evergreen?
If creating a ton of content from scratch sounds like a lot of hard work, consider repurposing your existing real-time or timely content into evergreen content. You can turn one piece of long-form content, like a blog post, podcast episode or YouTube video into dozens of smaller pieces like Instagram posts, reels, and stories. This is a great way to get more milage from your hard work creating long-form content but also gives your audience more chances to see and enjoy your content.
Additionally, focus on creating timeless themes and principles that will remain relevant regardless of when the content is consumed. This approach ensures that your content remains valuable and engaging long after its initial publication date.
Search Engine Optimized Content
Speaking of your content, if you're already creating long-form content like your blog, podcast or YouTube you should definitely consider optimizing these assets for SEO. This means that your content will be searchable and findable by people actively looking for information on your topics in search engines. And these types of active searchers are often already actively looking for solutions and will therefore be more likely to buy your paid products if they are well aligned with their search intent.
Ideally, you'll not only optimize say your YouTube videos or podcast episodes for search inside their specific apps but also repurpose that content on your website as well to further drive traffic. An easy way to do this is to run your transcripts through an AI program like Marketing Magic to get a quick summary or outline of the topics you covered. Then check for basic formatting and optimize for your target keywords before posting as a blog post on your website.
In addition to optimizing your marketing content for SEO, it's a great idea to also optimize your sales pages or product listings for search as well! You can do this by researching your target keywords related to your product, and then naturally including them in your copy as well as following SEO best practices as you build out your pages.
If you're new to SEO and want a simple, practical walkthrough of how to properly set up and optimize your website for search engines, check out my SEO Quickstart course!
In conclusion
Evergreen strategies play a vital role in ensuring the longevity and relevance of your content. Investing your efforts in growing and nurturing an engaged email list, setting up evergreen sales funnels and pre-scheduling your content you'll be able to make sales year round without having to live launch your digital products. Additionally, you can work on optimizing your existing long-form content for SEO to increase its visibility and reach a wider audience actively seeking information related to your niche. Repurposing content from platforms like YouTube or podcasts onto your website can further enhance traffic flow.
Frequently Asked Questions
What is the best and evergreen online marketing strategy?
The best and evergreen online marketing strategy involves a combination of tactics to ensure long-term success, however, one of the best assets you can build in your online business is an engaged, aligned email list. Having this immediate connection with your audience allows you to go on and share your other marketing and sales directly with potential buyers.
What does evergreen content mean in SEO?
Evergreen content in SEO refers to content that remains relevant and valuable to readers over time. It is not tied to current events or trends but provides timeless information that continues to attract traffic and engagement. Creating evergreen content helps improve your website's visibility, authority, and long-term SEO performance. It essentially serves as a sustainable asset that consistently drives traffic and adds value to your audience.
How can businesses stay relevant and competitive using evergreen strategies?
While the dream may be a fully hands-off, automated, evergreen business it isn't that realistic. Even with the best evergreen systems in place, you'll still need to drive traffic to those evergreen assets like your sales funnels or content. So for the best results, it's often better to mix in your evergreen strategies with some live efforts such as launches, flash sales and events. This balance keeps your business top of mind for your audience and allows you to get valuable real-time feedback from potential buyers to help you tweak and adjust your offers and marketing.
