A business newsletter can go a long way towards creating a connection with your brand. And while most businesses focus on connecting with their clients, customers or consumers, a business newsletter can also foster connections with vendors, suppliers, and even other businesses.
If you're going to put the time and energy into creating a business newsletter, you want to ensure it actually provides value to readers. It's not going to do you a whole lot of good to invest the time and energy in creating a newsletter if it's just going to end up in everyone's trash or spam folder. Your newsletter needs to be seen as a powerful marketing tool that facilitates engagement, and here are five ideas on how to achieve this.
1. Updates To Products And Services Or New Product Information
Hopefully, as a business, you are constantly tailoring your offerings to the needs of your customers and clientele. This can be a great place to show that you are listening and understand what those are.
If you are getting ready to launch a new product, a newsletter is a perfect way to introduce it, as well as any changes to your current products or services. Keep in mind, you don't want to just mention what those changes are, but also discuss more in-depth why you are making them and most importantly how they will benefit your clients.
For instance, if you are raising your prices, you can let your customers know that it is because the costs of materials or supplies are rising and you don't want to cut corners to offer an inferior product or service. If your customers and clients understand why you are making changes, they are far more likely to remain loyal clients.
2. Company News
Remember that the point of a newsletter is to create a connection, so if there are any exciting updates or changes happening in your company, feel free to share. As with new products and product updates, don't just tell the what, but the why. The what is a fact and generally a somewhat boring one at that, but then why is a story that creates a connection.
Explaining the thought behind your decision-making process will also give your customers a glimpse at your company culture and the values you stand behind, and this is super important today. Today, customers don’t just buy products because they need them, but because they align with the culture and values of a company that produces them.
3. Interactive Content
A newsletter is and should be a powerful piece of marketing material. As such, you will want a way to measure engagement. An interactive contest of some kind can not only help you measure engagement, but it can also help raise your visibility.
Whether you run a hashtag contest, trivia contest or some other type of contest, you want to try and tie the contest into encouraging social media engagement. This is also a great opportunity to see who is reading your newsletter and gauge just how much of an impact your content is making.
If you run a contest and no one responds, then you know you have some work to do. Keep in mind, however, that people do what they see other people doing. If you run a contest, such as a hashtag or best photo contest, it's okay to "seed" a few responses first.
4. Getting to Know You
While we often think of a business as something you own, the truth is a business is actually a group of people banding together to achieve a certain goal or accomplish a certain mission.
Your brand is essentially a compilation of all of the qualities and characteristics of the people that make up your business. One great way to create a connection is by introducing your followers to the faces that make up your business. You can do this by creating an employee spotlight section or posting photos of your office party, workplace decorating contest or trick-or-treating for employee's children.
If your business is involved in any charity work, showcase that. This helps create a connection and also helps further showcase your company culture, values and what you stand for.
5. Helpdesk/ Support Section
No matter what kind of product or service you offer, there are likely to be a number of common issues that arise. This can be a great place to address them or even let clients and consumers know about features you regularly discover they don't know are available.
This can also create a fun opportunity for engagement and interaction as well. For instance, you can provide a link to your social media pages asking users to share their best tips and tricks. You can ask people to share how they use your product or service or even share their favorite thing about it.
When creating a newsletter, you want to offer a wide variety of content. From how-to videos to infographics and other helpful content. You want your newsletter to be full of helpful tips and tricks and fun, engaging content. With every piece that you assemble, you always want to be asking yourself "why would our clients want to read this and what value does it offer?" Remember that you are asking your clients and consumers to give you some of their valuable time just to read your newsletter, so be sure you are offering them something of equal or greater value in return.
Guest Blog Author: Jen McKenzie is an independent business consultant from New York. She writes extensively on business, education and human resource topics. When Jennifer is not at her desk working, you can usually find her hiking or taking a road trip with her two dogs. You can reach Jennifer @jenmcknzie.