Marketing Basics: Writing a Small Business Newsletter


Many small business owners want to expand the techniques they use to market to their clients and build loyalty, but don’t have a huge budget to play with, or a lot of time to tinker with fine tuning something. Enter the newsletter, a simple concept that has stood the test of time thanks to its effectiveness and ability to increase engagement with a brand’s key customers. Small business owners in any industry can benefit from the creation of newsletters, and some businesses may wish to have more than one mailing list in order to run the gamut from enthusiastic clients to industry partners. Putting together a mailing list is a lot more simple nowadays thanks to CRM tools like Mailchimp and ConstantContact. You have the option of building a template for your newsletter that is simple to copy and edit to change out content on a weekly, bi-weekly or monthly basis.

Take the time to build a nice looking template. If you can’t, consider purchasing one. You are only really going to need one or two professional looking templates for general use, so like everything that you use often, you should at least consider investing in quality. That being said, it’s fairly straightforward to put something together since these mailer services have interfaces designed for creating templates for those who are not programming savvy. If you block out an hour and a half on a weekend, you should be able to come up with something yourself and save the cost of hiring a professional.

Define what you want to achieve with your newsletter. For most people, the goal of a newsletter is to create engagement, keep people up to date on business developments and remind clients that they are making a strong choice by doing business with their brand, however, that’s not to say that a newsletter can’t be put to other uses. Newsletters can contain offers that may drive conversions, or product showcases designed to get people in your location on strategic days. Tailor the look and feel of your newsletter to the desired end result, and be sure to include a call to action if you are going for a follow up action on the part of your readers.

Create some engaging content that is exclusive to your newsletter.  It’s fine to use your mailer as an update to when there is new content on the site, but you should also consider adding some content to your newsletter that separates it from other forms of media your clients use to follow your brand. If your customers don’t perceive any reason to open your mailer, then they won’t, plain and simple. Including content that is newsletter exclusive, such as a column that is updated each time it is sent out, can give people more of a reason to open the emails that your company sends out.

Include links to your site and social media accounts. You should keep the interest in your brand going as long as possible. Provide links to your social media accounts and main website in the footer or your newsletter. Ideally, this will get more people to join your networks and give you a hand in expanding your social media marketing efforts.

Photo Credit to Canada Library and Archives on Flickr

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