“For years, in large part thanks to the newsletter I think, I’ve never had trouble attracting new clients and the right kinds of clients. People will read my newsletter and be able to tell if I’m the right person for the project before they even call me.”
- Tom Ahern, Small Business Owner
Newsletters can, and should be, a staple lead-generating part of your marketing activity. They add credibility. They add value. And, most importantly, they add revenue to your books.
In fact, you could say the proof’s already in the pudding. According to research conducted by the Content Marketing Institute, 83% of B2B marketers already send out email newsletters. And let’s be honest, the majority of organizations wouldn’t be willingly pouring their time and resources into them if the investment wasn’t worthwhile…right?
Whether you’re already sending newsletters or are new to the scene, here’s a reminder of their six core benefits:
1. Constant communication
Sending a regular newsletter to prospective, current and past customers (providing they’ve asked for it, of course) opens up a non-invasive, continual line of communication. It might be one-sided, but it enables you to keep talking to your target market in a way that doesn’t leave them feeling bombarded.
2. Gentle reminders
Whether you opt to send your newsletter weekly, biweekly, monthly or biannually, it serves as a reminder of your business to the recipients and ensures your name remains at the forefront of their mind. The benefit to you? It means they’re morelikely to turn to you when they’re in need of your product or service.
3. Add value
If your newsletter is packed with genuinely useful hints, tips, guides and videos, you’ll be giving something back to people for free - and they’ll appreciate that. But (and this is a big but) you’ll only reap the rewards of this if your newsletter content’s rich and relevant, which is where we can’t stress the importance of quality content enough.
4. Increase sales
If you plan and pick your content smartly, your newsletter could help build your business’ bottom line. By using it as a platform to subtly sell as well as educate and inform, you can give both prospects and existing customers a polite nudge in the direction of a new sale.
For example, if you’re a social media management company and, say, 30% of your customers have only signed up for your Facebook services, why not include an article in their newsletter around the benefits of your Instagram and/or LinkedIn expertise? If not immediately, it could spark a sale down the line.
5. Bolster your social following
More social media followers = more engagement = more reach. It’s as simple as that. As an added bonus, several studies indicate social signals can contribute to how search engines rank pages, so it could aid your SEO efforts too.
To maximize the benefits of this one, just make sure you remember to include links to all your profiles and in a place where they’re easily seen.
6. Make your content go further
If you’re investing time, money and resource into producing great content, it just makes business sense to make it go further, right? And your newsletter’s certainly one extra outlet for that.
Now we’re not suggesting you start churning out generic content and pushing it out through every medium just for the sake of it. It’s important to tailor your content to each platform, audience and end goal -- but if you’ve got a bank of dormant articles, why not tweak and recycle them to boost their value and reach?