Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
You’ve got your own blog where you publish new posts regularly.
You’ve got your social media accounts where you post links and updates and interact with customers and other industry professionals.
But it’s still not enough. Every good marketing campaign (and a lot of not-so-good ones) include email marketing. You need a newsletter you can send to new and existing clients.
But what the heck can you say in a newsletter that you’re not already saying everywhere else?
It Doesn’t Have To Be 100% Original
One of the great things about newsletters is they don’t have to contain purely original content. For many people, signing up for a newsletter is just a sign that they’re interested in what you’re doing, but they won’t necessarily remember or take the time to go to your website every day. So send it to their inbox. All you need is a quick intro and then you can fill most of the rest of the email with links to your blog posts.
You can also include links to other stuff that was originally created by other people in your industry, but that you also think is really cool. Jane Friedman does an excellent job of this in all her newsletters.
That Said, There Should Be Something Original In Each Email
Although there will be plenty of people who sign up for your newsletter just for the updates, most people need an incentive to give you their email address. By doing so, they’re essentially inviting you into their last private space on the internet. You’d better make it worth their while.
The good news is it can be just about anything: tips and tricks you’re not revealing anywhere else; content you’re not publishing on your website; how you recently managed to connect with another industry professional you had been trying to contact, and how they can, too. Think about what your audience wants and get creative about how you can deliver.
Deals and Sneak Peeks
You can also use discounts and exclusive updates to entice people to join your newsletter, but even (especially) after they’ve been receiving it for a while, they want to feel like they’re still in the know. Not only that, but even most of the people who sign up for your newsletter won’t end up opening it. So give them a reason to open it by including something new that will excite them. Whether that means a discount on your new product, pictures or a video of something that’s still in the works, you need to give them something you’re not giving anyone else. You can take a picture or a short video and embed it into the email in seconds. It will make your audience feel like they’re there with you, cementing that relationship, and then you can go back to doing what you do best.
Still have questions about including a newsletter as part of your content marketing strategy? Let’s chat.