Social media has a dirty little secret that you may not be aware of. What is it? If Facebook or Twitter or any social platform decides to shut you down — and they can and do — very arbitrarily I might add. You have lost all your followers, connections and contacts. If you’re relying on social media to grow and scale your business you’re giving a third party free rein over your potential clients. Your newsletter list is king. I want to tell you how to write newsletter content so you have a strategy in place and you’re not relying on social media to scale.
Your inbox is where the action should be kept when it comes to communicating with your clients and potential clients. Sure, you can spend time on social media, but I suggest while you’re growing that audience that you’re continually urging them so sign up for your newsletter. Offer a great lead magnet — sometimes called an “ethical” bribe to get them to invite you into their inbox.
If you don’t have a newsletter because you weren’t sure where to even start, here are tips for that and if you’re still struggling, reach out to Rex Richard at Peak Dynamics, swimming pool industry professional, for a newsletter marketing strategy that gets you away from reliance on social media over which you have no control.
How To Write Newsletter Content
Before we get into writing content you will also want to have a strategy for the newsletter and its delivery. That means deciding on which platform to use and there are a wide variety (MailChimp, Klayvio, AWeber, InfusionSoft, MailerLite and more) and you also want to determine the frequency with which you will send. Choose a frequency and a day of the week and stick to it so your subscribers get accustomed to seeing your name in their inbox.
Now on to what content to write about.
Offer hacks. What is it about your product or service that solves a pain point for your customers? Can you offer a hack? Make your subscribers’ lives better and easier through these hacks and tips. You will show off your expertise when you do this.
Ask them what they want to know. Don’t assume you know what they want, let them ask you a question. Take those questions and add them to your editorial calendar and have a monthly “Ask the Expert” newsletter.
What is your business story and how will it benefit your client. If you have a “been there, done that” story behind your business your credibility is automatically amped up.
Are you writing blog posts? Share a snippet of that content and entice the subscriber to go to your site to read the rest. Getting traffic to your site should be a marketing strategy.
Ask a question. Ask your customers what they like about your goods and services. Ask what they don’t like. Ask what problems they are having (then offer a solution).