I am frequently asked if business newsletters are still relevant, or if blogs, social media, and videos have replaced them. My response? When done well, a newsletter is very important for staying in touch with clients and prospects and a great way to build credibility and trust. In spite of all the other social media outlets, e-newsletters and printed newsletters get results.
In fact, when I ask clients if they’re getting results from their e-newsletter — if it’s worth the time, effort and money — professionals say:
“I just met with the COO at a company where I’ve been coaching. He told me that the employees (the ones I coach) forward him my newsletter. He said, ‘They want me to read it because they feel the content is often pertinent to what’s going on at the company.’ There are over 100 employees at this company and I’ll soon be asking if I can send everyone my newsletter.”
“The newsletter is an intimate way to stay in contact with clients and a non- threatening resource for potential clients to learn more about me and how my coaching can help meet their needs.”
“It has heightened awareness, helped build our brand and brought in inquiries, referrals and requests for information.”
“… when it goes out, I always receive emails from people I don’t usually hear from, telling me how much they enjoyed reading it, found my information timely and applicable, and in general, thanking me because they look forward to receiving it.”
“… when at business functions, I will often have someone say to me ‘I know who you are, I get your newsletter.’ I believe it keeps my name and what I do ‘out there.’ I see my newsletter as contributing to my success. It makes a statement that speaks to my brand.”
So how are they getting these results? What’s so great about their newsletter?
A great newsletter builds trust and confidence in the professional who is sending the newsletter. It’s an important piece of any professional’s content marketing strategy.
It isn’t designed to sell something directly, but rather it offers tips and information relevant to the reader so that they are able to get to know you, your value, and are inclined to take the next step.
How? I’ll share more in my next post. In the meantime, let me know your thoughts on the value of newsletters or if you have any specific questions. I’ll be happy to share them with my readers.