By Abida Meerasa | August 23th, 2017
One of the challenges that businesses face is connecting with customers and maintaining relationships. Email newsletters and blog articles are great tools that businesses can use to create that trust. In this article, we will outline some key factors for developing effective content marketing on both platforms.
Designing Effective Email Newsletters
Email newsletters help to establish a community of engaged customers. Newsletters should be sent consistently, either weekly or every two weeks. If sent too infrequently, subscribers will forget they signed up, and if you bombard them with too many emails, they may unsubscribe. Pick a specific week day to send newsletters and inform your subscribers of that date so that they can anticipate the newsletter’s arrival.
What should you include in a newsletter? Create a list of diverse sections. Some examples include: a quote of the week, blog updates, company-specific content, and featured stories or articles. Subscribers can be customers treated to exclusive information and first dibs; the first to hear about discounts and exciting announcements. It is also effective to include a personal, fun section related to your brand. For example, a fashion company may showcase their favorite fashionistas or share an employee outfit of the day. Although the primary purpose of newsletters is to advertise your business and products, it is important to keep this subtle. Focus on creating interesting and engaging content that subscribers will want to see. Encourage reflection and discussion, and engagement will occur organically.
Building a Powerful Blog
A blog is a great way to build the credibility and personality of your business. Visitors should be able to get a clear idea of the purpose behind your brand and feel a sense of connection with the people behind the company. It also provides a place to showcase your unique perspectives, explore different ideas, be creative, and teach others.
Blogs should be updated three to four times a week, with a minimum of once a week. It is also helpful to categorize blog posts so that visitors can easily filter the articles and find posts that they are interested in.
When it comes to increasing traffic and generating more sales, whether on a website or at a physical store, marketers need to ensure that they are creating content that interests people. A blog or newsletter may generate many views, however, the real test is whether people are being converted into returning and engaged customers.
