When people come to us to talk about their marketing needs, one of the first things they often mention is “social media.” Often, they want someone to magically turn their Twitter, Facebook and Instagram feeds into a magical lead machine – usually within a few weeks.
But when asked about newsletters, a lot of times, companies will say they want to focus on their social presence first.
But did you know that email is 40 times more effective at acquiring new customers than Facebook or Twitter?
Here are some reasons you may want to ensure email newsletters are a key part of your marketing plan.
1) Expertise
You’ve got smart people on your team who know a lot about your industry. What better way to show off that knowledge than by dropping it in prospects’ inboxes? Interviews with and profiles of team members; links to blog articles; and customer success stories are the best way to illustrate what your team knows and how they get stuff done for your clients.
Related Post: 3 Reasons Your Small Business Needs a Blog
2) Context
Customers, partners and prospects typically only have a small picture of what you do, based on their own interactions with your brand. A newsletter gives you the space to tell them so much more about who you are and what you do.
For example, some of our bookkeeping clients are surprised to read about our marketing offerings – and many have ended up engaging with that part of our business, too. If they never read the marketing case studies in our newsletter, or the blogs by our marketing team, they might never even realize we offer those services.
3) Awareness
Regular contact can help keep you top of mind; especially in industries with longer sales cycles. And prospects who weren’t ready for your services 12 or 18 months ago might just be revisiting their needs when your newsletter pops into their mailbox. You should obviously be calling and meeting with prospects periodically, but a useful email is always a good reminder, too!
4) Personalize Your Brand
A newsletter gives you the space to show your company’s personality. People like to do business with people they like. Show off your personality, your great corporate culture, and the cool things your clients, staff and business partners do. With the right newsletter copy and tone, you can draw prospects in simply because they enjoy getting your newsletter and look forward to reading it regularly.
Get Going!
Are you ready to talk to us about a newsletter program? We find that Summer time is the best time to revisit and revamp your marketing campaigns - and get good processes in place before the busy Fall season when people are back from vacation and focused. Check out our newsletter subscription service and contact us - we can customize a program that is right for you and your budget!
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