One of my private clients recently asked me why she should publish blog posts and email newsletters. “Why do I need both,” she said. “Aren’t they basically the same thing?”
The short answer is, no. Not really.
I talked about the power and purpose of blog posts in a post titled, “Why Your Blog is a Content-Marketing Engine.” That’s where I challenged you to reframe the way you think about your blog.
Here’s a mini-recap: Your blog is like a magnet; it attracts perfect-match prospects to your website, which is where your offers live. Blog posts also give you material for your other content distribution channels, i.e., your social media platforms.
Blogs are the bedrock of your content marketing plan.
But don’t be too quick to dismiss the power of email newsletters. They serve an important purpose, too. In fact, in a robust marketing strategy, blogs and newsletters complement each other.
Think of your newsletter as a love letter to the people who opt in to be on your list. They’ve raised their hands and said, Yes, I want to learn more about you and your business.
Newsletters are your way of nurturing a relationship with them. If your goal is to convert your leads into paying clients, you need to woo them by staying in touch with them and offering value. Your newsletter is one of the best ways to do that.
Below are 5 ways email newsletters are different from blog posts:
- Newsletters help you stay in touch with leads. They keep your brand top of mind, position you as their trusted ally and advisor, and encourage connection and engagement.
- People who get your newsletter have opted in. That means they are there by choice, and they want to know more about your business. They’ve granted you “permission” to send your marketing materials to them because they’re interested in your advice, services, launches, and offers. These people — not random blog readers — are the ones who will most easily convert into customers.
- Newsletters reveal your warmer, more personal side with your readers. They basically help you build rapport with your list. Newsletters are where you can address your readers by name, as well as include content that makes them feel part of a community.
- They make sharing your content convenient. Your newsletter readers never have to seek out your new content; they trust that you will deliver your freshest, most valuable material straight to their inboxes.
- Newsletters make positioning your credibility and building your thought-leader status easier. When you consistently send value-based content to their inboxes, you establish yourself as a trusted authority. Your readers will see you as an expert in your niche.
Your newsletter’s main purpose is to help you keep in touch with the people who have taken the steps to be on your list; it’s your way of acknowledging and appreciating them.
When is the last time you sent out a quality newsletter to your email list?
Don’t ignore this easy, low-cost marketing tool. It could be the difference between your a prospect choosing you over a qualified competitor.
If you aren’t sure how to use keep-in-touch strategies like newsletters in your marketing strategy, click the image below to set up a Copy Clinic Coaching Call with me. One hour of focused, one-on-one time could be the game changer you’re looking for.
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