What you want is fans. Let's dispel a newsletter myth. The myth is that you want to keep as many subscribers as you can. That's simply not true. You pay for subscribers. If someone is not reading or forwarding your newsletter, why do you want to send it to them? And you don't really want to annoy people.
Have a simple escape route:
Make it easy to unsubscribe.
Tell people it's easy to unsubscribe.
Tell them how to do it.
It's not personal! Just because someone unsubscribes from your newsletter, it doesn't mean they have unsubscribed from you. And, if people know it's easy to unsubscribe, maybe they'll stick around a little longer... ?
You want to start strong and the way to do that is to make a personal connection with your readers. While there are many ways to make that connection in each issue, your first issue is where you set up expectations about the value you'll provide. It's often the point at which subscribers choose to stay or go.
Here are some things you might want to include: Write your introduction to your ideal client.Acknowledge that this is your first issue and that you appreciate your readers' attention.Tell readers what they'll be getting and how often. Outline the benefits of staying subscribed.If you have added your customers and business contacts to your subscriber list without their express permission, acknowledge that you have done so and why you have. (For example, you might say that they have bought something from your store, or you met at a networking event.)Tell readers that it's easy to unsubscribe via the footer in this and every email.Ask for feedback and suggestions…
A wrap-up article is a logical and unique grouping of pieces of content where the grouping provides value to the reader beyond the individual pieces on their own. You might think of it like a themed gift basket.
There are several reasons we need to be creating these wrap-up articles. They... serve as a great resource - valuable information grouped togetheruse commonly searched keywords and phrases (good SEO)encourage deeper readingare often faster to createprovide a process to repurpose past contentremind us of what we've written and provide inspiration to write more
Wrap-up articles serve us better than just about any other content we might create. Of course, we have to be creating content on a regular basis to be able to wrap it up.
There are lots of different ways to group pieces of content: by topic - e.g. content idea generation, writing tipsby use - e.g. how-to, conceptual, tipsby thing - e.g. infographics, videosby user - e.g. for beginners, for expertsto conclude a series -…
You know those workshops you go to where the instructor puts you on the spot right at the start by asking you to describe your target market? I'm one of those instructors. And I do it because a discussion about target markets is a critical first step to any marketing strategy and subsequent plans.
Invariably there is at least one person in every class who tells me they can sell to anyone. I know I'll get the chance to preach, "You might be able to sell to anyone but you can't market to everyone." Marketing is expensive - in time and money.
We need to find and develop content that is valuable (useful and/or interesting) to those specific people we want to have as customers. Once we've done that, we've got it made, right?
So, who are we marketing to? potential customerscustomers
Wait, there are more people we want to impact with our marketing: colleaguespeersinfluencersreferrersvendorspartnerscollaborators
Don't let me confuse you - I'm not saying yo…
It's always useful to check in on your blog stats so you can see what people are interested in reading. This year I'm a little surprised with some of the posts that have been read the most on Work Better, Not Harder. Here they are:
#1. 7 Out Of 12 Small Business Bloggers Agree On This When I teach marketing courses, the group eventually tires of seeing this list of key reasons for publishing a blog or newsletter come up on the screen in every class. Focus on only 2-3 main goals.
#2. Social Media Day Halifax 2018 Marketing Conference For the first time, Halifax celebrated Social Media Day in grand style this year. I'm proud to be one of the organizers of the first Social Media Day Halifax conference which took place on June 22nd.
Marketing analytics can be confusing. You need to learn how to use the software to get data. Then you need to figure out what information you want from the data. Then you need to figure out what actions to take now that you're wiser.
Here's a simple statistic for you to discover and use to your advantage - most read blog posts. Regardless of which platform you use, you should be able to access some basic info.
Here is a screenshot from this blog:
Now that I know which post is the most read on my blog, what actions will I take? I can use it for marketing by adding calls-to-action for current promotions to the footer.I continue to share it on social media because it's obviously still relevant.I know I need to maintain it, to make sure it has no broken links and to keep it relevant.I have clues about other blog post topics that may have similar success. (I can use Answer the Public to research more.)
You're working hard to create valuable content. Aside from these activiti…
Do you get hung up over finding the perfect word? Distracted by comma placement? Or just stuck looking at a blank screen?
I've told many people I'm a wannabe writer. Now, closing on 350 articles, I still feel like a wannabe. That's because I'm a much better editor than writer.
I still quibble over words and have to remind myself to move on - but now that happens in 10 seconds instead of 3 minutes.
If writing is what's holding you back from publishing a blog or newsletter, here's what you need to know: Write something instead of nothing. Maybe you'll change it later, but it's a start.Write when you're inspired. That might mean making time to get inspired.Don't set goals about the number of words. Write only as much as you need to, as opposed to a 500 word essay.Don't get stuck choosing words. Pick one and move on.Spend twice as much time editing as you do writing.Have a time gap between when you write and when you edit. You'll have fresh …
When was the last time you audited your brand? If it's been more than a year, it's time.
Your brand is more than your logo - a lot more. It's also more than all the pieces you can touch or look at. But all of those pieces need to be just right to pull their weight as part of your marketing strategy.