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The newsletter: enemy or best friend?

Many small business owners have a love-hate relationship with their newsletter. On one end, they understand its value but on the other, they don’t like having to put in the work to make it happen.

In any case, here are 7 good reasons why your newsletter should become your best friend.

1. A newsletter gives you access to an email list.

In Canada, the rules around spamming are very strict. Canada’s Anti-Spam Legislation (CASL) dictates what you can and cannot do. At the very least, you need to get implied consent from the people you are contacting, and in many cases, express consent.

But don’t let that scare or discourage you. Follow the rules, learn a few (honest!) strategies to gather email addresses and you’ll do fine!

2. It allows you to stay connected with your audience.

Staying in contact with past, current and potential customers is the best thing you can do. You know the drill. Someone walks in your store – “I’m just browsing!”. Another person asks you for a quote but is not quite ready to commit. It takes time and effort to convert. And sometimes, it’s just about timing. You want to be top of mind when the day comes that your client is actually ready.

3. It helps you gain customers’ trust and loyalty and increases your chances of repeat business.

A customer who purchases your product or service might love it so much that he or she will come back for more – it’s just a matter of time. But we all need a little push every now and then and your newsletter can help clients come back faster.

This being said, trust doesn’t always come easily and some customers might be on the fence about purchasing from you again. You need to earn that trust and It takes time. Having a newsletter allows you to share bits and pieces about your business that might prove convincing in the long run and earn you lifelong customers.

4. It helps position your business as the leader or the authority.

In the same way, your newsletter is an opportunity to demonstrate your value and to educate your audience. Whether it’s by explaining why your product is better quality or how you keep yourself abreast of the industry, a newsletter gives you a chance to offer more in-depth information and therefore position your business as the authority.

5. It’s a quick and inexpensive tool that can reach many people.

A newsletter with a decent email list allows you to reach many people in no time. Looking to promote a last-minute sale? Forget about printing a flyer or placing an ad in the paper! These methods can be time-consuming and very costly. A good CRM like Mailchimp will make it that much easier and will only run you a few bucks a month if you choose the paid version.

6. It can be personalized.

Personalizing emails is a way for you to show your customers that you care while also generating additional opportunities for your business. You can personalize it with the recipient’s name but can also tailor the actual content to his or hers interests and needs, based on previous purchases, surveys or web browsing habits. 

Personalizing your newsletter will generate more interactions with your content, increase customer satisfaction towards your actual newsletter, increase open rates of future newsletters and provide you with valuable data about your audience.

7. It generates traffic on your website.

A newsletter should always direct readers to your website, even if you don’t have an online store. Whether you want to increase views on your latest blog post, ask people for feedback or advertise your upcoming event, more website traffic increases your ranking in search engines and shows that your website is relevant. People don’t necessarily think of visiting your website over and over if they are not prompted to do so.

Your newsletter should also include links to your social media so that customers can follow you and interact with you on different platforms.

 

Still concerned that a newsletter is too much work for you? We can help! From strategizing to developing contents to designing your template, The Storyteller has what you need!

 

Keep a blog to attract more of your ideal clients

Keep A Blog To Attract More Of Your Ideal Clients

Starting a blog – and maintaining it – can seem dauting to many. But the fact is that to keep a blog will help you attract more of your ideal clients and reach your target audience. There are different reasons for this and different ways to fill the gap if you feel you don’t have the time or skills to go that route.

Blogging positions you as an expert.

Yes, that’s right. Blogging is an opportunity to showcase your expertise, to existing clients but also to potential ones. The sky is the limit when it comes to choosing a topic:

  • An in-depth look at a service you offer
  • A comment on a recent study that came out in your field
  • A presentation of a case-study (e.g. a client) of yours
  • A profile of one of your staff members
  • And so many more!

Go back to the reasons why clients buy from you or support your organization. What problems are you solving? What resonates with them? Brainstorm different ideas and see what value you bring to the table.

Try to approach the topic from a different angle to make you stand out. Also, make sure to use the same words your clients would. Avoid technical language at all cost and if you absolutely need to, always provide explanations. The last thing you want to do is confuse a potential customer who thinks your blog is not answering his question.

Blogging helps your website better perform on search engines.

Stagnant websites are the enemy of Google. If you never update your content, never show signs of activity and no one clicks on the link to your website, chances are search engines will penalize you for it.

The idea is that a search engine will see an “active” website as one that is current and potentially relevant to people browsing the web, while the one that is never updated is probably archaic. Posting new blog entries at regular intervals tells search engine that you are serious and committed and that viewers have more chances of finding something of interest on your website.

Blogging helps you keep your existing customers and attract new ones.

We all know that in order for relationships to thrive, they need to be nurtured. This not only applies to friends and family but to professional contacts as well.

How do you get a client who apparently no longer requires your products or services to come back, or better, to have an ongoing relationship with you? By letting them know of your other services, by developing another offering, by showcasing the benefits of a long-term relationship. But to be able to achieve this, you need to educate them. And build trust. Keeping your blog up-to-date gives you a reason to solicit clients, to remind them of your existence, to educate them and to show that you are constantly learning and adapting to modern trends. Imagine how you would feel if you learned your doctor prescribed medication that is no longer recommended for your condition because he didn’t stay abreast of what’s going on in the medical world? I bet you would be horrified. Doctors may not be able to give out advice on a blog for obvious legal reasons but there’s no reason why they cannot share things such as a recent conference they’ve spoken at or news of what’s going on at their clinic.

Equally important is the fact that, if done right, blogging can help you expand your audience. Thanks to the right key words, favorable algorithms and a well-performing post, Google can become your friend. It takes a bit of education to achieve this but a post that ranks well receives more clicks, and can therefore generate interesting results for your business.

Blogging comes in different shapes and forms.

Many people feel they are not fit to have a blog because they are not confident in their writing skills. The good news is that although traditional blogs mainly feature written articles, blogging can take other forms. Vlogging (“video logging”) comes to mind for those who are comfortable in front of the camera. Podcasts are good for those who like to talk. And photographers could certainly have a blog where pictures are the main feature, with just a little bit of text to contextualize their point.

However, remember that it’s not because it’s not text that the content and the page doesn’t need to be optimized for Google.

You don’t have to do it all yourself.

If launching a blog and maintaining it on a regular basis seems dauting, there are ways to go about that.

If it’s the idea of having to update your website that scares you, ask your web developer about maintenance packages. You could be surprised at how little that represents.

But to a lot of people, creating the content is the most difficult part.

If you have a good writer on your team, someone who has a good grasp of your vision and your expertise, why not delegate that task? You can always provide guidance on topics or discussion points and edit the final result.

Another option is to outsource to a blogger or copywriter. At The Storyteller, we typically start by assessing if we have the right resource for the sector you represent. Once that question is out of the way, we sit down with you to get to know your business and your industry. We do research of our own and come up with a list of potential topics that you can approve before we officially get to work.

Would you like to learn more about our blogging and ghostwriting services? Contact us!