I am told a lot by customers before embarking on a monthly newsletter that they feel their company has no news to share or nothing interesting to say. That isn’t true is what I say.
As well as focusing on achieving your marketing objectives, you can also use your newsletter to promote your:
- Website – simply include a web link
- Products – perhaps have a product of the month section where you detail the features and benefits of your chosen product
- Suppliers – do you have any complimenting suppliers that you could promote?
- For example, if one of your suppliers offers generalist marketing services and you offer PR services, you could promote each other.
- Clients – does one of your client’s offer a service or produce a product that is perfect for your target audience? Include this in your newsletter. For example, your customer could run a garage and you could run a car valet company. These services are complimentary and are ideal for co promotion and cross selling.
Putting pen to paper
Writing about a subject you know well will firstly show off your skill and experience on the matter in question, and your natural passion for this subject will also come out. When you write from experience and from the heart, it shows and the content will come more easily to you so you will hopefully avoid writer’s block each time. My newsletters are all about marketing in some way whether it be a key topic in the news or my own case studies or general areas of interest in marketing.
How to generate content?
Where can you get inspiration from to ensure you meet the needs of your customers and ensure they remain interested.
- Refer to your marketing plan and business plan. What objectives have you set, therefore what messages do you need to get across to achieve these goals?
- Ask around. Ask key customers and suppliers what content they would like to see? Ask for feedback, also for content suggestions, when you are networking.
- Look at other newsletters you receive. What do you like and dislike about these and use the same themes, without overtly copying them.
- What questions do you get asked a lot when people come into your shop or when they email your company for the first time? Focus on these issues.
- Include information key to the market you are in.
- For example, are you an accountant or book keeper? Changes to the market such as VAT changing back to 17.5% could be a good tip or area to focus on.
- Ensure your template has sections in it to ensure you cover the same areas each time.
- For example – Latest News, Diary, Top Tips, Contact Information, Promotion of the Month and so on.
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