So you have very wisely added printed newsletters to your marketing strategy and now have your completed newsletters in hand. What happens next and how do you get the maximum impact from them?
To create and produce printed newsletters is hard work. Every issue. There is much involved in collating the articles and features, sorting the images, managing the design and printing aspects as well as organising the mailing and distribution – all that without mentioning securing the budget from your finance team.
But once you have scales those obstacles and have them in hand, what do you do next and how do you ensure you get the best possible exposure from them?
Well, it’s a relatively straight forward premise that – like most things – if you can maximise the exposure your newsletter gets then in turn you are more likely to increase and thus maximise the results you get.
Here a few things to consider:
Let’s start with the most obvious – and possibly easier – you should aim to get your newsletter into the hands of your existing customers. Regularly.
This has two main benefits – firstly it reinforces to them the reasons why they are your customers and also the reasons why they give you their business.
And secondly the opportunities that regularly contacting your customers presents. Have you thought about how your newsletters can help you to upsell or cross-sell your product(s) or service?
Next, move on to potential customers. These are the targets who may have requested information about your business, or your products or services in the past, but have never for whatever reason been converted into customers.
They could also be contacts that you have nurtured over time that may be interested in the content within your newsletter.
It is a great chance for you to reconnect or to get your foot in the door – “I know we haven’t met up for a while but I thought this article in our latest newsletter would be really interesting for your business… we could meet up for coffee next week and I’ll show you how I think it could really help you.”
Or what about your dream customers or clients? The latest issue of your newsletter could just be the straw that breaks the camels back and finally lands you the dream contract you’ve be chasing for years.
Then look at further outward opportunities. Do you have a team of sales people who make sales visits to customers or other qualified leads? If so, give copies to your company reps to leave at every site visit.
Send the newsletters to all potential clients who may have a strong interest in certain articles or to show them product or service developments, successes or changes at your firm.
Here’s an example that may strike a chord:
If the latest issue of your newsletter contains an interesting feature about how a local food manufacturing business is saving tens of thousands of pounds following the installation of the new technology you offer, think about how you can utilise this.
Why not send a copy of the newsletter to all the other food businesses in your local region or all the territories in which you operate?
Or what about contacting other technology firms with whom you could partner and expand your product / service offering or enhance their offering through your technology.
There are always opportunities to harness the content within your newsletter, it simply needs a little thought and careful application.
When you’re out on the road attending events – be they trade shows, exhibitions, networking events, dinners, trade fairs, etc. – take your newsletters with you.
Or could you strike a deal at such events to include copies of your newsletter in with visitor bags?
Whilst people you meet may not sit and read them cover to cover there and then, encourage them to take them away with them and then when you carry out your follow calls or emails with your contacts, you have a great conversation starter.
Have you considered asking your suppliers and / or partners to distribute your newsletters for you?
Say you are a firm of accountants, why not ask other professional service providers, with whom you already have links, to share them with their clients too?
This could open your business up to a range of new customers – through your existing relationships with solicitors, book-keepers, insolvency practitioners, business advisors and tax specialists for example.
Or if you have a particularly strong relationship with some clients who have high footfall premises – and if there is good synergy between potentially mutual clients – could you put your newsletters in their reception or waiting areas?
It can’t hurt to ask!
Whilst this list isn’t exhaustive, here is a final – and obvious one – make sure there’s plenty of newsletters – both current and back issues too – at your own business premises, offices, stores, showroom, trade counter – indeed anywhere that a customer or potential client may visit.
Now that you have your newsletters created and ready to go, be bold and consider the many beneficial avenues available to you to gain as much exposure and impact as possible.
There’s nothing to lose and everything to gain via the potential of this incredible marketing medium.
Either way, you’re not going to grow sales by doing nothing and your newsletter won’t do you any favours if they just sit in a box in the corner of the marketing department*.
* And yes, we genuinely did once hear of a client moaning about their return on investment when they simply left the box of newsletters under a desk gathering dust.