Engagement on social media is more than just getting likes. While getting likes may be easy, the challenge lies in tempting potential customers to take meaningful actions that go beyond a mere click.
As a Saas marketer, your ultimate goal is to guide prospects towards actions that truly matter, such as visiting a landing page, signing up for a free trial or newsletter, requesting pricing information, attending webinars or virtual events, referring friends, or even making a purchase.
However, it is vital to recognize that these actions are only taken if customers trust your brand and believe in your product. Building trust is where content takes center stage. Countless Saas companies like CleverTap have harnessed the power of content to establish trust and experience exponential growth, and one such company leading the way is Lemlist.
In this article, we will dissect Lemlist’s content strategy and unveil its remarkable utilization of social media for content distribution. Stay with us until the end, as these insider secrets can be applied and enhanced to achieve the desired results for your endeavors.
But first, let’s dive into the world of Lemlist and see what sets them apart.
What is Lemlist, how does it work?
Lemlist is a popular email marketing software that specializes in personalized email campaigns and outreach. Over 30,000 companies and individuals use this tool, and they claim a 17% conversion rate if you follow their three-step process:
- Find the right leads quickly and automatically enrich their information.
- Personalize your approach and conduct A/B testing.
- Ensure your emails land in the right place by warming up and authenticating email addresses.
At the top of their website, users can also navigate to the Lem Universe by simply navigating over the Lemlist icon. Lem Universe consists of 5 other tools created to help individuals ace their sales and marketing efforts. These are as follows:
- Lemwarm: Helps keep email from ending up in the spam box
- Taplio: Personal brand-building tool for LinkedIn
- Tweet Hunter: Tools for growing Twitter account
- Lemcal: It is a meeting scheduling tool similar to Calendly
- Lemstack: Tool to extract emails of leads
Lemlist is an email outreach platform that simplifies and enhances your email marketing efforts. Let us understand how this system is working:
1. Personalization
Lemlist allows you to personalize your outreach emails at scale. You can easily merge custom data fields into your email templates, such as the recipient’s name, company, or any other relevant information. This personal touch increases the chances of engagement and responses from your recipients.
2. Email automation
With Lemlist, you can automate your email campaigns to save time and increase efficiency. The platform provides intuitive features that enable you to schedule and send personalized follow-up emails automatically. This helps you nurture relationships with your prospects and keep communication consistent.
3. Email tracking
Lemlist provides real-time email tracking capabilities. You can see if and when your recipients open your emails, click on links, or download attachments. This information allows you to gauge the effectiveness of your campaigns and tailor your follow-up strategies accordingly.
4. A/B testing
Lemlist makes it easy to perform A/B testing on your email campaigns. You can test different subject lines, email content, or even entire templates to determine which variations perform better. This data-driven approach helps optimize your outreach and improve your email open and response rates.
5. Dynamic content
Lemlist allows you to create dynamic email content using variables and conditional statements. This means you can display different content to different recipients based on their specific attributes or actions. Dynamic content ensures a personalized experience for each recipient, enhancing engagement and increasing the chances of conversion.
6. Integration
Lemlist seamlessly integrates with various customer relationship management (CRM) and other sales and marketing tools. This integration enables you to sync your email outreach efforts with your existing workflows, ensuring a smooth and efficient operation.
7. Analytics and reporting
Lemlist provides detailed analytics and reporting features. You can access metrics such as open rates, click-through rates, and response rates to evaluate the success of your campaigns. These insights help you make data-driven decisions and refine your email outreach strategies for better results.
In summary, Lemlist simplifies your email outreach by offering personalized email templates, automation, tracking, A/B testing, dynamic content, integration with other tools, and comprehensive analytics. By leveraging these features, you can enhance your email marketing efforts, engage with your prospects more effectively, and ultimately achieve higher conversions and business growth.
What is the use of Lemlist?
Lemlist goes beyond just providing software. They also offer valuable resources and support to help customers create effective email outreach campaigns, including:
- Weekly live events
- Comprehensive courses
- Real-time chat with a community of 20,000+ members
- Tried-and-tested email templates
- Feedback sessions on campaigns
- Free outreach playbooks for businesses
Lemlist is a powerful email outreach platform designed to simplify and optimize your email marketing campaigns. It offers a range of features and functionalities that make it easier to reach your target audience, increase engagement, and drive conversions.
Here are some key uses of Lemlist:
1. Personalized email campaigns
Lemlist allows you to create personalized and customized email campaigns tailored to individual recipients. You can merge fields from your contact list to personalize each email, making it more relevant and engaging.
2. Automated follow-ups
Following up with prospects is crucial for maximizing conversions. Lemlist automates the process by sending personalized follow-up emails based on pre-set triggers and conditions. This helps you nurture leads and maintain ongoing communication with your audience.
3. Dynamic content insertion
With Lemlist, you can dynamically insert custom content into your emails, such as personalized images, GIFs, videos, and more. This adds a personal touch and enhances the visual appeal of your emails, increasing the chances of capturing the recipient’s attention.
4. A/B testing
Lemlist simplifies the A/B testing process by allowing you to create multiple variations of your email campaigns. You can test different subject lines, email templates, or even sender names to identify the most effective strategies for maximizing open rates and engagement.
5. Email tracking and analytics
Lemlist provides comprehensive email tracking and analytics features. You can monitor open rates, click-through rates, and other important metrics to gain insights into the performance of your campaigns. This data helps you optimize your email content and strategies for better results.
6. Email warm-up
Email warm-up is a technique used to build a positive reputation for your email domain and increase email deliverability. Lemlist offers warm-up campaigns that gradually increase the sending volume to ensure a smooth and successful email delivery process.
7. Integration and CRM sync
Lemlist seamlessly integrates with popular CRM platforms, such as Salesforce, HubSpot, and Pipedrive, allowing you to synchronize your contact lists and manage your leads efficiently. This integration streamlines your workflow and ensures data consistency across different systems.
8. Team collaboration
Lemlist facilitates team collaboration by providing user management and access control features. You can invite team members, assign roles and permissions, and collaborate on email campaigns, ensuring a coordinated and efficient workflow.
9. Email reply automation
Lemlist offers email reply automation capabilities, enabling you to set up automatic replies to common email responses. This feature saves time and ensures that your leads receive timely and relevant responses, even when you’re busy.
Lemlist caters to a diverse audience worldwide, including sales teams, lead generation agencies, entrepreneurs, and businesses of all sizes.
Dissecting Lemlist website
Lemlist’s website copy is concise and straightforward. The home page is divided into many sections, let us understand each section in detail:
- The hero section clearly explains what the tool does, highlights its customer base, and offers a button to get started for free without requiring card details. This eliminates barriers for marketers to try the platform.
- They also provide a video that offers a quick preview of the tool’s features, including the email sequencing tool and its user-friendly interface. Alongside, they showcase recognizable customer names, which builds trust and connection with the audience at first glance.
- Furthermore, Lemlist breaks down its strategy into three simple steps for marketers to improve their booking rates, making it easily understandable for anyone.
Step 1: Find the right people
Step 2: Send the right message
Step 3: Land in the right place
Let us break these steps, and see what they say:
Step 1: Find the right people
With this feature, users can easily identify and engage with the most relevant individuals for their campaigns.
By leveraging advanced search filters and integrations with popular platforms like LinkedIn and Crunchbase, Lemlist allows users to pinpoint their target audience based on specific criteria such as job title, industry, location, and company size.
This saves valuable time and ensures that outreach efforts are directed towards individuals who are most likely to be interested in the message being conveyed.
Step 2: Send the right message
Sending the right message is a crucial aspect of effective email outreach, and Lemlist understands the importance of personalized communication.
With its “Sending the Right Message” feature, Lemlist provides users with powerful tools to hyper-personalize their approach and conduct A/B testing to optimize their email campaigns.
By leveraging this feature, users can tailor each outreach based on the prospect’s information, needs, and interests, thereby increasing trust and generating more replies.
Step 3: Land in the right place
The “Land in the Right Place” feature of lemlist offers a comprehensive set of features to enhance email deliverability and ensure that your messages reach the intended recipients.
With lemwarm, the only tool of its kind on the market, you can warm up your email address, monitor its performance, and boost deliverability throughout the entire email campaign process.
By gradually increasing the volume of emails sent from your address, lemwarm helps you establish a positive reputation and avoid the spam folder. With these powerful features, lemlist provides a strategic solution to optimize email deliverability and maximize the effectiveness of your email campaigns.
- Lemlist acts as an empathetic guide to its users, offering a wealth of value through real-time chat, templates, weekly live events, courses, feedback sessions, and playbooks—all provided for free to help users convert more leads into customers.
- The website also includes testimonials from satisfied customers, serving as social proof and further persuading marketers to try out the platform for free. What more is needed to convince a fellow marketer?
If you think not enough, then hang on, there is more.
What is Lemlist knowledge?
Lemlist Knowledge is a collection of resources from which the users can learn more about cold email outreach, personal branding, and email marketing in general. I dig deep into each of them to understand how they are using content to build trust and make more sales. The sections are as follows:
- Courses
- Cold outreach templates
- Newsletter
- Lemlist community
- Playbooks
- Blogs
Let us understand each of these sections in bit detail:
1. Courses
Courses are a free-to-learn section provided by Lemlist. They have two courses currently listed:
- Multi-channel masterclass: With this course, marketers can learn to book a meeting with 10% to 30% cold prospecting using cold emails, LinkedIn messages, and cold calling.
- Personal branding school: It is a step-by-step guide to learning personal branding for free.
Both courses are free to use. One thing I noticed is that they have managed to incorporate their products into these courses. All the tutorials are around the platform. This is an indirect way to teach people how to use Lemlist for cold outreach and personal branding. This is brilliant positioning with content.
2. Cold outreach templates
This is a goldmine for marketers. They have listed a large range of cold email templates based on various criteria like ‘Reaching out to info@ email, prospecting to create partnerships, etc. Each template comes with a sequence and data to prove how successful they were.
3. Newsletters
Lemlist has a newsletter with over 70,000 subscribers. They provide actionable outreach tips every week. I became a Lemlister to explore their newsletter content and how they drive traffic to their website while helping fellow lemlisters understand the benefits of the platform.
The first newsletter I received was on the topic: 8 AI-powered tools to boost your sales efficiency.
The newsletter is sent by the founder Guillaume Moubeche himself.
- First, he shares the top 3 tools to boost sales efficiency.
- Second, an AI note-taking app called Meetgeek, second, a sales insights tool called SetSail.
- Guess which one is the third? Of course Lemlist, an email outreach scaling tool.
They went beyond their promise by providing 3 ways to build credibility with social proof and 9 dos and don’ts for personalizing cold emails. Both sections had a call-to-action directing readers back to the website, helping marketers with updated sales tips and improving their email marketing results.
4. Lemlist community
Lemlist encourages its visitors to be a part of its online community. Their main goal is to help their community members with tips and all the proven strategies to book more meetings, sign more deals and grow their business.
How is the Community organised?
The community has three main groups:
- A community space:
In this community space, members can exchange with other members of the Lemlist family.
- One can get help on their projects, share progress or wins, and join exclusive spaces for community experts or outbound agencies.
- The catch here is that a member should reach an expert level to access the community expert space and get top expert strategies.
- Only an active member will be given expert-level access. A member should become the Lemlister of the month or be selected as a top performer by someone in the Lemlist team.
- General space:
The general space is where members can find information about the community, check announcements from the Lemlist team, and get exclusive content like live workshops with influencers and a filter feature to reach out to top experts for business help.
- Masterclass space:
This space includes the collection of the best sales content with actionable tips to book more meetings with prospects.
The amazing thing about this content is that they are all free to use for Lemlist family members. Apart from these there are many other features like:
- Where to get the answers you are looking for?
To find the answers to your questions, members can read instructions on top of each space on how to use the space. Members can also modify their notifications using the notifications feature.
- Where to meet people who you want to meet?
If a member wants to start a one-on-one conversation with a community member, they can use the direct messages feature to do so. Lemlist encourages its members to be active participants in their community by making posts and interacting with their members.
The Lemlist community is a content powerhouse. They use in-house content as well as user-generated content to grow their community. Both these are valuable to its users to find tips and get their business problems resolved.
Once members start realizing the benefit of having such a community behind them and the type of help they can receive, it becomes a game changer. A member officially becomes a Lemlister. Promoting the brand within his network and onboarding others to the platform free of cost.
5. Playbooks
The Lemlist playbooks section is a treasure house when it comes to finding the right content for scaling email outreach. A selection of playbooks under the topics of multichannel prospecting, sales hacks, and cold email tips all for free download. By providing high-quality content, they acquire the contact details of their prospects and keep them on their marketing list.
6. Blog
Lemlist’s website has achieved impressive results, ranking for over 6,000 keywords and accumulating more than 21,000 backlinks. Their success can be attributed to their high-value content.
The Lemlist blog covers various topics, including success stories, deliverability, sales hacks, multichannel strategies, cold email tips, data-driven insights, and AI-based outreach. These articles play a significant role in driving traffic to their website and generating interest in their content. As a result, Lemlist has grown its mailing list, community, and business through its valuable blog posts.
Even their blogs have testimonials. Very convincing and mindblowing! Tell me in the comments if you have seen testimonials on any of the blog pages you have visited before.
Apart from being easy to navigate and finding content that matters to the user, it also has CTA’s to convert its readers into either product users or newsletter members.
How does Lemlist’s LinkedIn page look like?
The bio indicates their ambitious goal of connecting with every individual worldwide who engages in cold outreach. With a current following of 22,781, their LinkedIn page serves as an invaluable resource filled with comprehensive information. Every essential field has been meticulously completed, resulting in a detailed “About” section and a well-crafted product page.
At first glance, you might think this page is rather ordinary. However, hold on tight and allow me to share the remarkable discoveries I made.
1. Employees as a content distributor
This is Lucas Perret, the Growth Manager at Lemlist, a LinkedIn power player. With a strong following of over 44,000 loyal followers, he strategically utilizes his posts to generate awareness and drive traffic to the Lemlist website. So, what does he share with his audience?
Consistently, Lucas focuses on email outreach techniques, covering a wide range of topics such as extracting emails, crafting compelling content, and offering valuable tips and tricks. Why does he do this?
It’s a dual-purpose strategy:
- Firstly, Lucas’s posts reach the right people, ensuring that his content resonates with the intended audience. It’s like a skilled archer hitting the bullseye every time, delivering his expertise directly to those who can benefit from it.
- Secondly, Lucas leverages his discussions on email outreach to establish himself as a credible leader in this space. By sharing his knowledge, he not only showcases his expertise but also builds trust with his dedicated audience. They know that whenever they engage with Lucas’s posts, they will find high-quality content that adds value to their email marketing efforts.
Amidst his insightful posts, Lucas tactfully promotes Lemlist products without being invasive. For instance, in the post above, he cleverly positions Lemlist as one of the top 15 Chrome extensions to boost sales. By doing so, he subtly directs attention towards Lemlist, capitalizing on his audience’s curiosity and ensuring that the Lemlist name stands out amongst the crowd.
2. Role of a CEO in content distribution & building trust
This marketing strategy isn’t limited to Lucas alone. Guillaume Moubeche, the Founder of Lemlist, also adopts a similar approach. With over 9,000 followers, Guillaume consistently shares actionable tips and tricks to make cold outreach and email marketing endeavors more successful. Like Lucas, he seamlessly integrates Lemlist into his content without being overt. Take a look at his post:
At first glance, you won’t find any explicit mentions of Lemlist. However, if you observe the third slide in the carousel or follow the link provided in the comments to read the full article, you’ll discover the connection to Lemlist.
It’s a subtle yet effective way of ensuring that the right person lands on the Lemlist landing page, ultimately building trust and improving conversion rates. Genius, isn’t it?
3. One team, one message
Lemlist’s growth, marketing, and content teams all play pivotal roles in driving website traffic through their content marketing efforts. Each team member actively contributes by sharing helpful tips, valuable insights, and industry expertise, building trust and promoting Lemlist to their engaged audience. See how they have a clear LinkedIn bio:
All of them combined, Lemlist’s LinkedIn audience may well overspill 150,000. By utilizing LinkedIn as a platform for content marketing, Lemlist exemplifies how a strategic and consistent approach can yield impressive results, reaching the right people and establishing their brand as a leader in the email outreach industry.
How good are they on YouTube?
We can pretty much confirm by now that Lemlist is acing their strategy when it comes to written content. But what about their videos? Lemlist has a YouTube channel under the same name with almost 8000 subscribers.
They started their YouTube journey in 2018 and with 195 videos live, they have crossed a total of 320,000 views.
What & When?
I looked at the type of videos they publish and their frequency. Here is what I found:
- Frequency of video: 1 new video per week or two
- Topics covered: Breaking down sales hacks to book more meetings, cold email teardowns, case studies, cold email best practices, success stories, LinkedIn tips, sales prospecting and lead generation, cold email templates, recorded webinar sessions, and more.
What’s striking about the videos uploaded on their channel is that the quality is at the top and can be viewed even after years of their publishing date. Something we call evergreen content.
Creating content for a niche audience
Having a substantial YouTube audience is good for any business. The only way one can grow on YouTube is if they are willing to put out content consistently that provides value to their audience.
Lemlist not only does this but more. In the channels section, they have added a few other channels under ‘Lemlist team’s adventure’.
Nadja & Simon’s youtube channel
Nadja & Simon, both working at Lemlist, are also putting in the effort to grow a niche channel around their company. Every week they select a client who uses their platform, work with them on their go-to-market strategy, conduct lead generation, build lists, and write outbound sequences for them. The entire journey is documented and made into videos on this channel. This is the LemHERO project both of them started.
They are not only showcasing their commitment to helping their clients succeed but also giving their audience real-life case studies about how Lemlist can help businesses grow. This channel is new and was only started in April 2021. With 28 videos live and over 49000 views, this channel is only getting started with its small number of 1780 subscribers.
Guillaume Moubeche’s youtube channel
Guillaume’s (The founder of Lemlist) YouTube channel is built around tips on growing a business and using AI to do it. With this channel, he wants to be in front of the top founders, entrepreneurs, marketers, and salespeople.
Even though he is not sharing more content about using Lemlist, he can target the right audience. Sharing content that is on a founder level, gives him much more credibility and improves the Lemlist brand overall.
This channel is the oldest among their team. Starting in 2017, Guillaume has shared over 360 videos and amassed over 780,000 views. I think we can see where the other channels are headed.
Lemlist content strategies across mediums are worth copying and to be used for inspiration. They want to dominate the sales/cold email outreach space with their consistent, high-quality content. Not only the company page represents them on these mediums, but also their team works together to represent the company mission as a single voice.
Key Takeaways
- Engagement on social media should aim to drive meaningful actions beyond just likes.
- Building trust is crucial for driving meaningful actions.
- Leverage high-quality content to connect with the audience and build trust.
- Provide valuable resources to help your target audience solve their daily challenges.
- Involve team members to actively participate in social media content strategy.
- Create a multi-channel content distribution system.
- Customize content based on the medium it is distributed and the audience it reaches.
- Build and nurture niche audiences to have a high impact on your content marketing efforts
Summarizing it all together
Lemlist, a fast-growing email marketing platform, uses content to build trust, nurture relationships and achieve remarkable growth for their business. In this article, we broke down their content strategy, reveal their secrets to success, and provide actionable tips to supercharge your marketing efforts.
By leveraging advanced search filters and integrations with popular platforms like LinkedIn and Crunchbase, Lemlist allows users to pinpoint their target audience based on specific criteria such as job title, industry, location, and company size.
I hope you found this breakdown of content strategy enjoyable. Please let me know in the comments which companies’ content and distribution strategies you would like to see analyzed next.
