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Making Newsletters Work for You
| Guest post by: Maja Rehou |
Article Overview: There are many marketing methods available to help you promote your business.. Whether a brochure, web site or other promotional items, how do you decide which method will work best for you? Networking, cold calling, client meetings are all fundamental to business development, but they leave little time to meet the large number of prospects needed to adequately grow your business. A company newsletter has the ability to expose your service or product to more people in less time than traditional marketing methods such as networking or client meetings; and is less expensive than paid advertising.
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Free Download - Making Newsletters Work for You By Maja Rehou |
Making Newsletters Work for You
There are many marketing methods available to help you promote your
business.. Whether a brochure, web site or other promotional items, how
do you decide which method will work best for you? Networking, cold
calling, client meetings are all fundamental to business development,
but they leave little time to meet the large number of prospects needed
to adequately grow your business.
A company newsletter has the ability to expose your service or
product to more people in less time than traditional marketing methods
such as networking or client meetings; and is less expensive than paid
advertising. They are a good way to communicate with clients and
prospects and they build credibility by making
you an authority in your field.
Newsletters can be used to highlight the skills and abilities of your
firm or showcase individual staff members. They can create customer
loyalty by giving your clients the information they need to know your
firm, its philosophies, vision and corporate culture. lp generate interest in your
firm. You can also use a
newsletter to inform and motivate employees, which will improve staff
moral and increase productivity.
Commitment
The first thing to consider when starting a newsletter is whether you and your staff can commit to this initiative over the long run, which also includes supporting it financially. Make certain that everybody involved is on board from the beginning and that once started you continue to publish it for a minimum period of time. You want people to become familiar with your newsletter and turn into loyal readers. This takes time and consistency. Starting one and then deciding to stop after a few issues may suggest to your readers a lack of commitment in other areas of your business.
Frequency and Size
What is the best frequency for sending newsletters? If you send something too often or make it too large, you may be hard pressed to find enough relevant content for each issue. It is better to produce a smaller newsletter (two to four pages) more frequently than a larger publication at further intervals. Publish the newsletter frequently enough without overdoing it. Many newsletters are published with too much time elapsing between issues giving customers more of an opportunity to forget about your firm when they are looking for your type of service or product.
Cost
The cost of producing a newsletter varies greatly and depends on a number of factors. Online and emailed versions cost a lot less because there are no printing fees, but if you don't have an in house communication department you will still have the costs related to hiring a writer and/or designer.
If producing a print version, factors such as: paper stock, artwork, photographs, and colour versus black and white, should be considered; as well as quantity of distribution.
You can circumvent the cost of publishing the newsletter by either printing articles from outside sources (with written consent) or by soliciting other companies to advertise in it. The internet also has a myriad of e-zines that supply free or nominally feed content in a vast array of topics.
Content
The most important component of a newsletter is its content. It is the
one element that can either make or break the success of your
publication. If you want people to read your newsletter on a continual
basis, you must produce interesting, valuable content.
Keep in mind the 20/80 rule. Eighty percent of your content must be
informative, whereas only 20% should be advertorial in nature. The type
of content and its format depend on your readership. Since the
newsletter’s purpose is to generate interest in your firm, you should
produce content that highlights your skills, and showcases past
projects, innovative solutions and awards. You can also build customer
loyalty by including client profiles.
Another important element of a successful newsletter is variety.
The content should be displayed in a selection of formats such as: news
briefs, event listings, president’s message, announcements, client
profiles, expert interviews, Q & A and suggested resources. If your
subject matter is dry, quotes, and humour can add levity and create a
friendly tone to your newsletter.
In comparison with traditional methods, newsletters are effective
marketing tools if they are done well. If you decide that this is the
right choice for your firm, you will greatly increase your chance of
generating new business by implementing the strategies above. Just
remember that the hardest part is coming up with the first issue, but if
you stay committed and focused you will soon receive positive results.
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Article Tags: business development, company newsletter, marketing methods, promotional items, traditional marketing
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About the Author: Maja Rehou RSS for Maja's articles - Visit Maja's website Maja is also a past Director of Communications for the Canadian Association of Women Executives and Entrepreneurs (CAWEE) and has been profiled in the Business Review. A published author in numerous magazines both online and off she helps SMEs and professional service firms gain exposure, establish credibility, and promote their services cost-effectively through the media. She is also a business writing communications expert for Enterprise Toronto and offers workshops on technical writing and media relations. Visit her webiste at www.wordforce.ca. Click here to visit Maja's website   Making Newsletters Work for You What Does Your Writing Say About You Simple Steps to Success Your Writing Speaks How to Make a Good First Impression |
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