Newsletters. Sure, they’re slightly reminiscent of those missives you were supposed to bring home to your parents from elementary school but ended up becoming paper airplanes instead. However, when a newsletter is done right, it can be a great engagement tool for your small business, and maybe even something your fans look forward to each month!
But what do you include? And how often do you send it out? And how do you get people to read it?
Mischa Communications has the small business scoop.
State Your Purpose
Before your fingers ever grace your keyboard, you need to have a few goals in mind. What are you trying to accomplish with your newsletter? Do you want it to inform existing customers of the latest happenings in your neck of the world? Are you trying to drive new customers to your small business? Increase engagement? Showcase new products and services?
The purpose of your newsletter will determine its content and its delivery, so don’t skip this step, no matter how tempting it is to dive right in. If you don’t know what you’re trying to achieve, there’s no way you’ll know whether you’ve achieved it!
Keep Your Newsletter Newsworthy
No matter your stated purpose, it’s important to remember that a newsletter isn’t an advertising circular. “News” is first and foremost in the word, and it should be first and foremost in your strategy.
That’s not to say that you shouldn’t pitch your wares, but if you decide to go that route, you should be subtle and creative about it. Include a “featured product” in each edition, but focus more on informing your readers about it rather than cramming it down their throats.
You also can feature an employee, provide news and information specific to your industry, or showcase upcoming events.
Give Your Readers Something to Enjoy
If you want people to engage with your newsletter (and your company), you need to give them a reason to do so. Why should they read it? What’s in it for them?
Your newsletter is a great place to hold contests and giveaways or include “super-secret” coupon codes. Don’t put it all out there in the subject line – make your readers hunt through the content to find the prizes.
It doesn’t need to be all business, all the time. Have a bit of fun. Create a comic, include a humorous “top 10” list, tie the latest bit of celebrity gossip in with one of your products or services … there are tons of possibilities!
A newsletter can do plenty to increase your following and your bottom line, so make sure it comes out regularly, but not too often! Weekly or monthly generally works best, depending on your ability to create fresh content. When you give your fans something dependable, informative and exciting, they’ll be lining up for their copy!
Looking for more news(letter)-worthy information? Email Mischa Communications with your burning questions and we’ll share more of our “hot off the press” tips!