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Taking Your Internal Newsletter ExternalNewsletters have evolved over the last decade. While they have always been used as a standard method of educating employees, progressive companies are now using them externally, with substantial results. The benefits of internal newsletters — maintaining a connection, building morale and educating employees — have easily applicable counterparts in the world of external marketing newsletters. Fortunately, converting an internal newsletter to external doesn't require a complete rebuild of the tool. Consider how basic themes of an internal newsletter spill into external communication. Maintain focusBoth internal and external newsletters have the same focus — education. When taking a newsletter external, maintain the focus of the content. Focus on educating your audience about the progress your company is making and how you are staying at the top of your field. Valuable topics to consider are:
Standardize the messageWhat you tell employees is useful and necessary, so why not let clients and prospects know? Chances are, the content relevant to your internal audience is similar to content that can retain your current customers and earn you new ones. While you may have to tailor the message to reach the right audience, the bottom line is that the message stays the same. Including current clients and prospects when introducing new features on the Web site, explaining important technology, or showing how new legislation will affect your company increases buy-in and gives everyone a stake in your success. Look at it this way: you’re already producing an internal newsletter. All you have to do is eliminate or add 10-20% in content to take it external; that can be real leverage! Create cohesion and a brandThe main benefit of internal newsletters, creating company cohesion, can easily be generated from external newsletters as well. By keeping clients and prospects "in the loop," you suddenly give them a reason to care personally about your company. You create a cohesive group of loyal clients and invite prospects to join that community. Newsletters are an innovative means of building a brand with loyal clients and interested prospects. By carefully incorporating your company's image into the newsletter, you invite prospects and clients into the brand you are creating. External newsletters are a perfect place to use the tools developed for an internal audience. By keeping the focus on education, delivering the same message in a new way, and building buy-in to a company that comes from strong branding, a newsletter can quickly convert from being a useful means of sharing information to an invaluable sales and marketing tool. For more information on how to tailor your newsletter to a new audience, contact the professional team at Proven Systems at (970) 223-6565 or info@provensystems.com. |
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