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eNewsletters ... Not Just For Client Retention Anymore!According to Marc Dube, president and founder of Proven Systems Corp., "Many companies look at newsletter marketing as that nice little thing you do for your customers when you get around to it. That is why it may never happen." Many newsletters demonstrate this point, filled with little tidbits about what's new with a company and spotlights on dedicated volunteers. As a result, this common usage of newsletters has fostered the belief that newsletters (email or print) are only a tool for building awareness and informing existing clients. Because of this, many companies fail to view eNewsletters as the stealthy and powerful sales tool they really are. Consider the following first steps in developing an eNewsletter that works to acquire new business. Market to prospectsOne of the core elements to successfully acquiring business with an eNewsletter is marketing to prospects. If a newsletter is only sent to current clients, it is limited to generating interest and retaining current clients. By placing a subscription link on your Web site and purchasing email lists to seek out your target market, your company can use its eNewsletter to target potential prospects. Pair these practices with tools to measure click-rates and you can easily identify interested prospects (and their needs/interests) for sales team follow up. Include marketable contentThe differentiating factor between a marketing pitch and a company heads up is valuable content. To acquire new business with your eNewsletter, use content that is not only engaging and interesting, but serves a sales interest through product spotlight, event information, or some other topic. Make sure your content addresses a specific need, question or problem, thereby interesting a client or prospect in doing business with your organization. Differentiate your companyAn eNewsletter is one of the best ways to differentiate an organization by cutting through the clutter and creating a clear selling point. Your eNewsletter should utilize the content of your articles as an opportunity to differentiate your unique offer. Consider how your audience should perceive your company uniqueness after reading the eNewsletter, and then develop content that takes them down this path. Remember that an eNewsletter can be far more than just a way to reward loyal customers. By marketing articles to the right audience with the right content, an eNewsletter can become one of your most successful means of acquiring new business. Establish an informative, well-written eNewsletter that attracts prospects and delivers the message home. Contact the professional staff at Proven Systems at (970) 223-6565 or info@provensystems.com to learn how. |
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