Imagine you were launching a new product next week. You have two options for marketing it:
- Post it on Facebook, sit back and hope that people will find it.
- Email 10,000 interested fans directly, telling them about the new product.
The question almost seems silly, doesn’t it?
Sending out newsletters to your mailing list is not just valuable for your business, it is absolutely vital. Done right, you can use it to drive leads, get repeat clients and assist in you being seen as an expert in your industry.
But where do you even start? Coming up with a new newsletter weekly or even monthly might seem daunting, but it is a must for any business. Unlike social media with millions of people fighting for attention all at once, a mailing list hits people where they spend a lot of focused time: in their inbox.
To engage customers properly, it is important for your newsletter to be both entertaining and educational, not just focused on selling your business. Let your readers know that you are resolving a specific issue they struggle with. Then, when the time comes, they will turn to you to help them solve this issue.
Here are some interesting newsletter ideas to help you nurture relationships with your customers and build a loyal following.
News from your industry
Unless you are catering for people within your industry, there is no way for your customers to stay on top of industry trends. Write short, simple updates that are not too technical. This can be new innovations, news on industry leaders, and latest changes in technology. Just keep in mind that your customers might not be familiar with your industry’s jargon.
News and highlights from your company
When you have new employees, exciting internal changes, or new products or innovations, a newsletter is the perfect way to let your customers know. Behind-the-scenes looks at your company immediately gives your company a personality, instead of just being a faceless robot. Your newsletter doesn’t need to win any literary prizes, it must simply be honest and real. Bullet points are always a good idea for company updates, as they are easy to read and to write.
If there are any events taking place in your industry, or if your business will be part of an expo or workshop, put it in a newsletter. Even if the event isn’t open to the public, it will be interesting for your readers know what you’re getting up to. Seeing you invited to take part in various events will also make them view you as an expert in your field.
In each one of your newsletters, include a short section about a different employee in your company. This can be as simple as their name, position and where they are from. As mentioned before, giving your business a face and a personality will make it so much easier for customers to trust you. It also creates the perception of a business who cares for it’s people, rather than just being interested in making money. Your greatest strength as a business will be building trust in your community and in your customers.
Feedback from Customers
As a small business, you have an advantage over large corporations: your response time to customer feedback. Because you are running multiple aspects of your business, you will most likely be responsible for engaging with your customers. Why not make use of that in your next newsletter? Address feedback and include a positive testimonial from a customer.
While you are engaging directly with current and potential customers, embed a survey for them to fill out. It can be as brief as one question, or it can be longer if you wish to gain more knowledge of who they are. Check out this article on how to effectively identify your target market. Most people will be happy to complete a survey if there is a small incentive for them to do so. Offer your customers a discount voucher in return for their feedback.
After the survey, remember to share the results in your next mailer.
Vouchers or Discounts
The easiest way to get people to check out your business is to offer vouchers or discounts. And what better way to notify them of said incentives, than in a newsletter? In your newsletter, encourage people to forward the mail to anyone they can think of that might need these vouchers or discounts. This way you are not only reengaging existing customers, but also people who might not have heard of you before.
Mention that these vouchers or discounts are exclusive promotions for “subscribers only”. This will keep your email newsletter subscriptions up and give your subscribers a reason to open your newsletter instead of sending it to the junk email folder
As an industry expert, your customers will expect you to know all the products in your industry. Choose one product as the product of the week or of the month, depending on the frequency of your newsletter. This gives you an open platform to sell the products and services you carry by educating your readers about the pros and cons of each. Give a bit of background info about the producers, compare it to other similar products and give your opinion on the product.
It is also important to include reviews of products that you don’t sell. This will ensure that your potential or existing customers will trust your reviews, instead of just seeing it as a pitch to sell.
An easy way to start off an advice column, is to give advice on frequently asked questions. These can be questions you get often via social media, telephonically, via email or face to face. It is also perfectly fine to address general industry topics. With this newsletter you are not only educating your readers, you will also come across as an industry expert. At the end of each newsletter, ask your readers to send in their questions for you to address in the next newsletter.
If you have read this article and still feel like creating a newsletter campaign seems too daunting a task, contact us. We are happy to assist with any questions you may have.