Newsletters, should I have one?
Are you using a newsletter as part of your marketing-led new business approach, to actively attract the right types of business and draw the right clients?
As agencies, the pandemic taught us some valuable lessons; those people who talked to their clients, who offered something of value and who gave support without asking for anything in return, established stronger, lasting relationships.
So, as we now head into impending recession, how can you capture this spirit of ‘better together’ and use it to your advantage as part of your marketing mix?
Think of it as a conversation starter with your dream client – and make it count.
Now is the time to plan and build. Opening up those all-important communication channels early and preparing relevant, impactful content through a newsletter gives you an ideal opportunity to give something of real value, to share your insights and your work, to demonstrate your credibility – and inspire clients.
In a crowded market, it’s essential to get your voice heard, to really get inside your clients’ inboxes and their LinkedIn feeds. Why? Because it allows you to keep close to your partner agency network, to remind intermediaries who you are and the value you bring. And, because we’re all in this together, it gives people the chance to share their work and their views.
At Beckon, we believe in a marketing-led new business approach to actively attract the right types of business and draw the right clients to you. If the idea of creating a newsletter sounds like a dull, self-indulgent waste of time, churned out by agencies because their intern needs something to do on a Friday afternoon, think again. Done properly, a regular newsletter is a brilliant tool to add to your marketing mix.
Use it to share recent client wins or work, to demonstrate the benefits of working with you and share your observations of the market. Give your clients something of value. Make it all about them, not you. Do their reading for them. Think of it as a conversation starter with your dream client – and make it count.
Keep these 3 simple things in mind when creating your newsletter:
- Thank the recipient for signing up and brief them on the benefits of the newsletter. They’re busy and their inboxes are rammed, so make it valuable from the outset and targeted to their needs.
- Make it all about the reader. What’s keeping them awake at night? Address their pain points and show them you register and understand what challenges they’re facing. Add proof points. Show your credibility and demonstrate to the reader that you’ve solved similar issues.
- Craft a simple but punchy CTA. What action you want the recipient to make when they read it; share it, contact you, visit your website to drive more value? Never forget, they could be your next big client, so give them a reason to come back wanting more.
If you’re ready to find out how we can support your business to deliver long term growth and short-term tactical wins, pick up the phone or drop us an email.