Business newsletters are a great way of getting a message across to your staff and customers. If you are considering creating one, here are our six top tips…
Internal newsletters
If you are part of a large company with separate divisions and sites, internal business newsletters are a simple tool to ensure everyone is aware of the bigger picture while promoting good practice, celebrating success and reinforcing the key goals of the business.
One common mistake is to simply use the newsletter to talk down to employees, with details of company policies and financial performance. Add a human interest angle with profiles on new starters, fundraising efforts and long-serving colleagues. The tone of the communication needs to be supportive and positive, which will help to foster engagement with the workforce.
Boost staff morale
Producing business newsletters is your chance to recognise the hard work of your staff by starting an employee of the month scheme or by focusing on a particular department. Newsletters are also a great way of engaging with employees by getting them to submit articles or by creating forums for discussion.
Celebrate success
When you are busy with your day-to-day duties, you just don’t have time to sit down and reflect on your achievements. Encourage your staff to submit pictures of completed projects and to explain their work, this is great for morale and can also be used for marketing your business.
Marketing newsletter
Whether you are targeting existing clients or potential customers, business newsletters are a powerful marketing tool. Avoid hard sales messages, a newsletter is all about educating your audience about the industry while highlighting your products or services. This subtle type of communication keeps your business fresh in the mind of clients, maintaining important relationships.
Distributing a regular newsletter will remind readers about your company and what you have to offer. For example, we have an accountant who sends out a regular newsletter reminding readers about upcoming tax deadlines and budget announcements. The effect of this messaging is that people recognise that the accountant cares about his clients and keeps up to date with the latest legislation.
Branding newsletter
Newsletters are a great way of informing your potential market about your brand. Give your business a friendly, personal face with entertaining staff profiles, or maybe a look behind the scenes. Take the opportunity to explain what sets your business apart from the competition.
You need to remember that education is an important part of the sales process. From new products to case studies, a newsletter can highlight the benefits of using your business in a smart and professional way. Don’t just bang on about your experience and qualifications, try to focus on how you can add value to your potential customers.
Target clients
Why spend money on expensive advertising channels when you can send out business newsletters for a fraction of the price? You can build a database targeting key companies and individuals. A printed version which is posted to clients is more expensive, but can give your brand authority and can be sent straight to the decision maker.
Your database should consist of people who have shown an interest in your brand, so you can approach them in a friendly and professional manner. The idea is to keep them informed and interested in what you to have offer, rather than bombarding them with hard sales messages.
Start your business newsletter today
In my experience, I have found that business newsletters are a low cost and effective marketing vehicle. Reach your target audience without the hassle and expense of printing and postage. If you would like to know more about how to produce business newsletters for your company, please contact Barry at WordSmart Communications. Alternatively, follow WordSmart Communications on LinkedIn.