A newsletter? Seriously? Do they still work?
Yes, they do. Let’s have a quick look at some of the benefits of having an email newsletter to create and maintain a relationship with your readers:
- Email helps you build a relationship with your clients based on trust
- It allows you to help your clients by providing immediate value.
- It positions you as an expert and establishes your credibility.
- It grows your client base and your profit.
- Email leverages your time by allowing you to follow up without having to spend one-on-one time with each of your website visitors.
- It keeps you top-of-mind since you are the expert in their inbox every week/month.
- Email gives you the opportunity to give, even to people who truly cannot afford your services.
- It earns you the right to promote your services and programs because you have contributed first.
- It is relatively inexpensive.
What else do you need to know to get your email newsletter set up and running properly?
- Your website does not have to be complete in order to get started sending out email newsletters. You just need one page (aka landing page) for your guests to get your free gift in exchange for their email info. To have this one page, you’ll need to have a domain name (the web address) and hosting to have a space for the web page to be.
- You need to know who you are writing the articles for so that your marketing is clear and your solutions match the problems of your readers. You are always writing to only one person at a time, so adjust accordingly. For more information on creating your ideal client avatar see this post.
- All email newsletters are in either a text only format or include HTML with pictures and logos and possibly other colorful graphics. There is no right or wrong, it depends on your personal style and the best way to deliver your message.
- You need a name for your newsletter. Mine is called Profitable Marketing. I do believe small business owners should have a profit and since I work with all kinds of business owners and professionals on their marketing, I’ve focused my title on the results. Yours could be Healthy Living, Healthy Weight Loss, Stress Free Taxes, Successful Money Management, etc. depending on your type of business.
- Again, this is another “it depends” on you and your small business marketing. If you like to write, you may want to publish weekly. If you don’t like to write and not much about your business changes from week-to-week, as with tax accounting, you may choose to write once or twice a month.
Tip: The key here is to choose a frequency and be consistent.
- This refers to your editorial calendar. This is not complicated. Even if your business is seasonal, you can still preplan what topics you’ll need to cover over the next year. Brainstorm your topics and choose the best. If you’re an accountant plan your topics around what preparations needs to be taken each quarter to finalize a great year. This gives you the opportunity to advertise your best producing crops during a great season and capitalize on the availability during a bad season.
- To help your readers solve their problems, because that is why you are writing, create a number of free gifts that will provide immediate value to your readers towards solving their problems.
Accountants can offer tax tips for saving money throughout the year. A chiropractor or doctor can offer simple changes to create a healthy lifestyle. A handyman could offer some tips on how to make and keep your home energy efficient.
- You need to decide on a layout for your newsletter and some of this may depend on what format you chose in #3. Accountants and financial advisors may have a quarterly review and year end preparation sections. Real estate professionals may include hot locations or the best school district notes. Doctors and dentists can have a section on prevention and a section on treatments for problems that have already occurred.
My newsletter includes a personal note, main article with a link to my blog, a call to action, and a short bio with a link for my free gift.
No matter what you choose, be sure it’s appropriate for your industry and your audience and then be consistent in your usage for each newsletter.
Your Writing and Inviting
- Finally we get to the guts of it all, the writing. You can be excited to get the writing done because your reader already gave you their email address. They are expecting to hear from you.
You have the opportunity to transform their lives, to motivate, to inspire, to entertain, and to engage your readers. And, you get to do this all around the business that you love.
Don’t forget to invite the reader to one of your free sessions, or to purchase one of your paid programs or services. They gave you their email. They think you can help them, so help them. Write great materials, offer them more value with additional free gifts, invite them to a free consultation with you, and offer your services. You never know just how much difference you can make in on person’s life just by being the best you in your business that you can be.
- You knew we’d get to social media marketing at some point. Once you have your newsletter and corresponding blog post ready to go, do some promoting. Social media is the perfect place to promote your newsletter, and especially your free gifts. Make sure people know about both.
- One last thing. Often times you will have a promotion to share and if you always include it in your regular newsletter with it’s various sections, links to the blog, and such; consider sending a separate solo email with only your promotions or free offerings. That way they’ll be sure to get the attention they deserve and not lost in your other normal content.
Whew! That was a lot to cover. For your convenience I’ve created a worksheet that covers all of the items in this post to make your planning a little bit easier. Take some time right now to download this free Email Planning Worksheet. It’s my gift to you.
To your success,