Do you have a newsletter for your direct sales business? Perhaps your company provides you with one (hopefully it’s one that you can add content to yourself), or maybe you create and send one yourself. Regardless of the source, an e-newsletter is an important part of your overall social media strategy. Why? Because content marketing is essentially about lead generation. Once people opt-in through your blog or Facebook Page, then you have permission to market to them. And the best way to market is a content-driven approach through the vehicle of your newsletter.
So what makes a great e-newsletter? First of all, there still needs to be content. Remember, people opt-in for content. They don’t opt-in for ads. If you’re just going to be a commercial, don’t even bother. There’s a reason most e-newsletters have a 5-10% open rate. There needs to be a compelling reason for people to open your newsletter…there must be something in it for them. So be sure you’ve got GREAT content that is very relevant to the target market you’re trying to reach. Just like with your blog content, the content in your newsletter should be free and actionable steps that your target market can use right now without spending a dime.
Once you’ve created some great content, then you can include a special offer or product/opportunity highlight that may be of interest to your target market. I like to refer to this as the “content sandwich.” Make sure you surround your advertising with great content that will draw people in. That will lead to more success than just flinging ads at people. And be sure you’re including visuals. People will more easily consume your content if you give them a visual break. So learn how to add pictures through whichever program you’re using, and use them often to highlight the content and offers you’re making.
If you’re a direct sales company, consider providing your sales force with a newsletter service that allows them to add a content-driven article, based on the needs of the target market they’ve defined. However be sure that you as a company are also providing content that will go even if the salesperson doesn’t have time to add an article. That way all prospects are gaining value from your company, and will be receiving the all-important follow-up that leads to sales and reorders.
And if you’re a salesperson with a company that does not provide you with an e-newsletter (and understand that it’s an investment that not all companies are able to make right now), you can still create your own. Services such as Constant Contact and AWeber (my personal favorite) provide attractive templates that you can use to follow up regularly with your prospects and customers (as well as provide regularly-scheduled training to your team if there’s a robust auto-responder like the one AWeber offers.) You’ll pay a monthly fee for these services, but often just one sale as a result of this follow-up will pay for the month’s service.
Finally, be very sure that you don’t use your e-newsletter to spam anyone. Remember, people MUST opt-in for your newsletter, or else it’s considered spam. So don’t sign up your friends, your mother, and your dog for your newsletter without being sure you have permission. A simple strategy is simply to ask every contact, “Would you like to receive a free copy of my newsletter, which has great articles about…?” If they say yes, then you have permission to send it.
By making your e-newsletter a strategic part of your overall content marketing strategy, you will be able to provide the follow-up necessary to convert social networking contacts into customers and recruits for your business.
What do you think? Do you provide a newsletter for your prospects? What do you include? How does it work for you? Would love to read your comments below!
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