10 Valuable Things A Brand Can Achieve

Hey There, Newsletters have been around for centuries, their popularity fluctuating along with the state of the media as times change.

While a company newsletter might seem like a marketing artifact of the past to some people, newsletters continue to be a great option for communicators who wish to control both the narrative around their organization and how it is distributed.

Smart brands know that an engaging email newsletter can help them connect with today’s consumers more easily and for less cost than many other modern methods of outreach.

The members of Forbes Agency Council understand how valuable a company newsletter that is conceived and executed well can be to a brand, and below, they outline 16 important things a brand can achieve with one. 

1. Positioning Your Firm As The Industry Expert

Demonstrate your expertise by including a valuable tip, a “Did You Know?” feature or a “Dear Abby” type of Q&A section run by an expert in your company to provide advice on challenges your readers may have, allowing them to submit questions to be addressed. Providing real-world, helpful information positions your firm as the industry expert.

2. Maintaining A Buzz

For companies that want to maintain a buzz, dedicated and consistent outreach is critical. Newsletters, however, need a focused effort to maintain their value. Does the content focus on the right audience? Is it valuable information or is it losing steam? Make sure you’re not sending them too often, and keep them brief with snackable content. Then the engagement will continue to be strong.

3. Achieving More Sales

You can actually achieve more sales through an email newsletter. Your email list offers another touch point that can help the sales team tremendously. Make sure to share helpful and valuable information with your newsletter audience and correlate any related messaging that your sales team has.

4. Activating Your Expertise To Become A Thought Leader

It is easy to demonstrate your expertise as an individual online, but activating that expertise is what makes you a true thought leader. With a newsletter, you have the opportunity to demonstrate this expertise in the inboxes of your ideal clients, current clients and others in your community without any additional barriers. Share a weekly newsletter and ask current clients to refer people to it.

5. Building Customer Trust And Brand Loyalty

Email and text are being more broadly used in marketing to help build deeper customer trust and brand loyalty. Newsletters are a great way to provide personalized value to your customers and audiences. Not only can you provide value to them by way of sharing content that matters to them and gets them engaged, but you can also use newsletters as a way to garner feedback and spark conversation.

6. Staying Top Of Mind

Email marketing can remind consumers of a business while also sharing the business’ latest news. Consistency is key when it comes to the schedule for distribution. This way, your subscribers aren’t being overwhelmed and know when to expect the emails. E-newsletters could be sent weekly, monthly or quarterly, depending on what works best for the company and its audience.

7. Targeting And Engaging Future Customers

A newsletter helps target and engage your future customers. Brands spend a lot of time focused on converting prospects but very little on engaging and nurturing those who might not be ready to buy yet, but will be in a number of months or years. When you build a brand program that nurtures future prospects, it makes converting them far easier (and less expensive!) in the future.

8. Highlight How Your Brand Solves Customers’ Problems

You can use your newsletter to highlight how your brand solves your customers’ problems. Whether the advice takes the form of a proper case study or a more casual story or interview, show your readers on a regular basis how your product, service and team provide thoughtful answers and real-world solutions. Be sure to include detailed feedback from any customer featured in a newsletter article.

9. Becoming More Knowledgeable Of Your Industry

Not only can your brand reach a larger audience and create engagement by starting a newsletter, but it can also lead you to become more knowledgeable about your industry as a whole. The more knowledgeable we become, the more likely we are to become experts, which enables us to create content in a way that provides real value to those who take the time to read it.

10. Nurturing Your Existing Audience

Newsletters allow you to nurture your existing audience and get them more engaged with the brand and the content you produce. To make sure your newsletters connect with your audience, you need to be able to offer them something. From educational tips and advice to entertaining content, exclusive offers and deals, you need to entice your audience with what your newsletter offers.