yourself as a trusted expert.
People search online for information
and will look to you, as a subject matter expert, to provide it to them. Every
week (or whatever schedule works) provides an opportunity to build on this,
while reinforcing your brand.
Build a relationship with the people on your list.
It's common knowledge that people
like to buy from people they like. By using ezines to connect with readers in
their homes, you can develop a relationship of familiarity and trust. Be sure
to share a little about yourself or your company in every issue, whether it is
an anecdote, event, or employee spotlight.
in touch with prospects and clients.
Consideration should be given to
eventually developing two ezines: one for prospects and one for clients, as
each require different information. This is a great way to notify your readers
of weekly specials or upcoming product launches, offer new articles or
customer stories, and provide links (or urls) to updated FAQs, blogs and
traffic to your website or blog.
As noted in #3, remember to call
attention to new blog posts or other changes to your website with links
directly to those pages. Remind readers of your online newsletter archives.
Promote special sales (maybe with discount coupon codes only for subscribers)
with a link to the sales page. Use links to turn your ezines and newsletters
into "silent salespersons"– driving traffic to your website and building your
lists around the clock.
content on your website.
Make a habit to adding your ezines
and newsletters to your website in an archive area. This serves a several
can read an issue or two to determine if your ezine will be of interest to
them, which could help to increase sign-ups and potential sales.
you optimize your article placements, you will not only make your website
"meatier", but you'll also bring new traffic from the search
feedback from your readers.
Make it easy for you to stay in touch
with prospects and customers and vice versa. Ask them to take action and
comment on your articles and offers. Conduct polls and surveys. Start a
"Letters to the Editor" column in your ezine. Feedback allows you to fine tune
your messages, target your marketing, and expand your product line. It's also
great for relationship building!
an information product.
If you deliver your newsletter once a
week and include two articles, at the end of a year you'll have 104
well-researched articles in your portfolio! Pick the best-of-the-best and turn
them into a bonus ebook for opting-in to your list, submit to download sites
to build your list, or sell in PDF-format!
your mailing list.
your ezine subscribers work for you. Be sure to remind your readers that it's
okay to forward your newsletter to anyone they'd like. In addition, it's
important to include sign-up instructions for those who received your ezine
from viral marketing methods. A simple line titled, "Get Your Own Copy of
XXXXXX", with a link to your squeeze or opt-in page is all it takes!
offering surveys, feedback forms, and niche reports, you'll be able to get
valuable information about your prospects and customers. Learn what makes your
readers tick, how to better serve them, and how to give them what they want.
Make sure they become repeat customers!
All of the above
benefits of publishing an ezine are free or almost free. The small cost of a
publishing systemis nothing
compared to the cost of brochures, business cards, advertising, direct mail,
pay-per-click or other means of promotion. Not only that, but someone has to
manage that production! Because your newsletter is delivered online, you can
grow your list to be as large as you want without worrying about the expense.
Bottom line - it's proven that email marketing is the most cost-effective
marketing solution for companies just like yours!
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