10 tips to get your newsletter read – consistently

 

Nobody signs up for a newsletter these days – we all have more than we can possibly read in our inboxes, so the secret is to offer something of value to get the right people on your list. 

Secondly, there are loads of newsletters, but the open and read rates are often disappointing.  On the other hand, there are people who have enormously successful newsletters.  What makes theirs stand out?

Here are my top 10 tips:

1.     A catchy subject line:  It’s the first thing people see and needs to grab either their interest or trigger their curiosity.

2.     Lead with value:  If the first article has something of value to your reader, they’ll keep coming back for more.

3.     Know your audience:  There are two aspects to this, the first is to ensure that the people who sign up to your list are the right people.  The second is to know what they want and deliver content that ticks their boxes.

4.     Make it interesting:  That means using images, graphics, video, infographics and interactive elements like quizzes, surveys, useful documents that can be downloaded, etc.

5.     Mobile friendly:  Most newsletters are created using online software and the default is desktop.  The good ones have the option to view your newsletter in mobile format.  If they don’t find a platform that offers this.  Most people view on their mobiles, so it must work in that view.

6.     Special offers:  Give your readers something others don’t get (and use this feature when you’re asking people to sign up).  Discounts others don’t get, early access to new products, services or material, unique content nobody else will see, etc.

7.     Social proof:  Use your case studies, testimonials and social media comments to underline your value.  Third party validation is powerful and builds in trust.

8.     Make it easy for people to take action:  When you want them to do something – visit your website, download something or complete a survey or questionnaire – make it bold and embed the link to make it a one-click action.

9.     Make sharing attractive:  Encourage people to share it with others who may be interested.  Maybe offer an incentive or reward for sharing or subscribing too.

10.  Monitor, Measure and Manage:  Keep track of opens, test what works and what doesn’t.  Be open to making changes if what you’re doing isn’t getting the results you want.

Social Media: 9 Top Tips for Business Owners

In today's digital age, having a strong social media presence is critical for the success of any business.  With millions of users scrolling through various platforms every day, social media provides an unparalleled opportunity to reach and engage with your target audience, especially as engagement is harder and harder to get, with people flicking through the posts on a smartphone for the most part.  Few stop and actively like or comment.  

Finding your way around the ever-changing landscape of social media can be daunting for business owners.  Here are my top tips to help you make the most of your online presence:

#1 Know your goals: Before diving into the world of social media, be clear about your objectives.  Do you want to increase brand awareness, drive website traffic, or generate leads? Focus your strategy and help you to measure success.

#2 Know your audience: This is not just important for social media, it’s one of the most important foundation stones for your business.  If you understand your target audience it makes it much easier to create content that resonates with them.  

Don’t be a one-way street, take the time to engage with your audience regularly to build relationships and grow your tribe.

#3 Choose the right platforms: With numerous social media platforms available, it's important to focus your efforts on the ones where your target audience are active.  It doesn’t mean you should ignore others, but invest your time in the ones that count.

#4 Consistent branding: If your brand is clear you’ll build recognition and trust.  With consistent colour schemes, fonts and messaging your brand's personality and values will help to build awareness and recognition with your audience.

#5 Create compelling content: Content is king in the world of social media.  Create high-quality, engaging content that delivers value.  Whether it's informative blog posts, captivating images, or entertaining videos, aim to provide content that educates, entertains, or inspires your audience.  Remember it should not be all about you, people rapidly get bored with thinly-disguised promotional content.  Experiment with different formats and types of content to keep your audience engaged and coming back for more.

#6 Be a curator: Share useful content from other people.  If you share great material, people will come back for more.  For example, if you’re a mortgage broker, sharing information on house staging, décor and anything to do with property is great added value.  Follow people who post relevant, good quality material and be generous in sharing with your audience.

#7 Engage and interact: Social media is not just about broadcasting your message; it's also about engaging with your audience.  Make the time to respond to comments, messages, and mentions.  Show appreciation for your followers and be human when you respond to their comments. This is how you’ll build a loyal community of advocates, who will recommend you to their network.

#8 Be authentic and transparent: Authenticity is key to building trust with your audience.  Share behind-the-scenes glimpses of your business, highlight customer testimonials, and respond openly to feedback and enquiries.  Authenticity breeds loyalty and trust, which can set you apart from competitors – it’s an invaluable tool in building a brilliant reputation.

#9 Analyse and adapt: Monitor your social media performance regularly and analyse how effective your strategy is.  If you know what's working well and what can be improved, you can adapt your plan.  Keep tweaking; nothing is static, social media is continuously evolving – don’t get left behind.

This is not rocket science, but it will help you to leverage the power of social media to grow your brand, engage with your audience, and develop a successful business.

The impact of your reputation in business development

In today’s information-soaked world one key factor stands out: reputation.  Whether you're a small startup or a multinational corporation, the way your brand is perceived can significantly impact your ability to grow and thrive.  Reputation plays a pivotal role in every aspect of business development.

Building trust and credibility

Reputations are built on trust and credibility.  When consumers trust your brand, they are more likely to choose your products or services over those of your competitors.  A positive reputation not only attracts customers, but also helps to retain the ones you already have.

People are inclined to do business with companies they perceive as trustworthy, reliable, and ethical.  Investment in building and maintaining a first class reputation is essential for long-term success.

Word of mouth and referrals

In today's interconnected world, word of mouth has evolved into a powerful marketing tool.  Satisfied customers are more likely to recommend your business to friends, family, colleagues, networking connections and even to their suppliers and their own customers.  They serve as brand ambassadors and drive new business your way.

Conversely, negative word of mouth can spread like wildfire, tarnishing your reputation and deterring potential customers. If you consistently deliver exceptional products or services and prioritise customer satisfaction, you can harness the power of positive word of mouth to fuel your business development efforts.

Attracting top talent

A company's reputation doesn't just affect its relationships with customers, but also with potential employees.

Top talent is drawn to organisations with a great reputation for having a positive work environment, offering opportunities for growth and development, and prioritising employee well-being.

A positive employer reputation not only helps attract high-calibre candidates but also reduces recruitment costs and turnover rates.  Employees who are proud to be associated with your brand can become valuable advocates, enhancing your reputation.

Stand out in a crowded market

Depending on your industry, competition can be fierce and your potential customer almost always have other alternatives.  A stellar reputation can be a powerful differentiator that sets you apart from your competitors and gives consumers a compelling reason to choose you over another provider.

Regardless of what kind of business you’re in, it’s usually outstanding customer relationships that make the difference.   If you highlight the factors that contribute to your positive reputation you’ll improve your ability to capture a bigger slice of the market share.

Risk and crisis management

You can’t predict or control other people’s activities and there will always be someone who decides that they just don’t like you (whether that’s your brand or you personally.  Don’t wait until it happens,  in today's digital age, news travels fast, and a single misstep can damage your reputation irreparably.

That means you need a robust crisis management plan.  Transparency, honesty, and swift action are key when dealing with issues that threaten your reputation. 

As you probably know, you can’t delete a negative post, and entering into a slanging match in a public forum (or anywhere else), won’t do you any favours.  Never just give a knee-jerk response, always think and draft a response first. 

Take a step back and think about what that person is thinking to cause them to make a negative statement.  Accept that they have a right to their opinion, you can choose to acknowledge their opinion and, perhaps, provide evidence to the contrary of whatever statement they’ve made.  Always stay respectful and polite.

So what is reputation?

Reputation is not just a buzzword; it's a fundamental driver for business development.

It builds trust and credibility, attracts customers and talent and permeates every aspect of your business operations.

Prioritise reputation management and consistently deliver on your brand promise.  This will position your business for long-term success in today's competitive marketplace.  The final thought is from Warren Buffett: 

"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."