Newsletter Marketing – an Often Overlooked Means of Generating Referrals
“Work smart, not hard,” a wise person once said. Many times business owners forget that their current customer base is a great source of future income streams. Instead of generating leads the hard way, why not let your customers bring new leads to you? Reaching out to your current customer base via newsletter marketing can help deter the loss of hard-earned business while bringing on new clients at the same time.
Too often businesses ignore their customers after their initial interaction is complete. Your customers need to be reminded that you still exist but in a non-gimmicky, non-sales kind of way. With newsletter marketing, you’re telling them you’re still around without actually telling them you’re still around.
The idea is top-of-mind response. By staying at the forefront of your customer’s thoughts, they are more likely to seek you out and tell others about your services 1) because you have taken care of them in the past, and 2) you are continuing – albeit subtly – to remind them you are here for them again if they or someone they know needs your services.
There are several key points to keep in mind to maximize referral generation from newsletter marketing. First, use your newsletter as a means to educate – a piece that is honest and informative will go a long way toward forging a lasting bond while keeping you in the forefront of conversation and thought.
Second, content should be customer-focused and interesting. A newsletter will only be shared with others is if it is relevant, engaging and personal. Avoid making the newsletter egocentric; instead, focus on subjects your customers would find interesting. By making the content share-worthy, you increase your chances of gaining referrals.
Finally, get your newsletter into the hands of as many people as possible. Make it available at your website; treat it like the business card of the past. And, don’t forget to use your newsletter to acknowledge those that are generating referrals; it may motivate others to do the same.
If you’d like to see how newsletter marketing can bring business to you, give us a call. We can help make yours something worth talking about.
At Susan J. Campbell Copywriting, we have a passion for communicating your message with your customer base. Newsletter marketing is a great tool in your communication mix. If you’re not sure how to leverage this tool, or simply don’t have the time, we can help. For more information, give us a call today.