Blogging and Newsletters Which One do I Use?
Adding at blog and newsletter to your content marketing mix could increase sales
There is a lot of confusion around the whole content marketing obsession. Should you use a blog? Should you send out a newsletter? Can we use both?
This sounds like a lot of work! So often both marketing options are put aside.
Resistance to writing blogs and/or newsletters starts because you don’t know what to write or how to do it.
Therefore to explain the benefits of blogging and sending out newsletters we need to offer a simple solution that should easily fit into anyone’s marketing budget and time limitation.
Why Send Newsletters?
One of the most important assets to your business are the people on your email list, if you have one. This is an imperative asset because the people who have previously shown an interest in your product or service are consequently considered as part of your “target market.”
One of the best and easiest ways to get people to enlist on your email database is through an online newsletter offering. This is predominantly a free offer which attracts them to your product or service in the first place. The newsletter is often referred to as an Ezine.
The proposition of creating an Ezine maybe daunting, not only because you need write about your product or service but also because there is a commitment to writing on a regular basis.
Nonetheless, the advantages of sending a regular newsletter can give your business, product or service a real profile on which you can build and develop as a brand.
Sending out Regular newsletter establishes:
- It continually jogs the memory of your followers, reminding them of the product or service you offer.
- Boost’s your business brand approval when sent through an email that resembles your brand and website’s feel and appearance.
- Can position you as an authority, giving you credibility and confidence among your followers.
- Increase the opportunity to be shared with the friends and associates of your followers, as word of mouth is very powerful and it provides an opportunity for those to subscribe as well.
- Selling to a person becomes easier when they already know, like and trust you rather than to strangers first visiting your site.
Why Hassle With a Blog
Blogging has great benefits. It gives you an opportunity to write about news and information related to you, your business and your industry on a regular basis.
It is considered as an extension of social media marketing and a very important aspect of communicating to your audience about current trends, products and importantly, how your business can help them.
It also gives you an opportunity be discovered by a bigger audience. This audience is found from a variety of different avenues but principally through Social Media and Search Engines optimization.
Some great benefits to blogging are:
- Search engines crawl blog postings, giving you excellent SEO optimization and good ranking in search results. Search engines also reward you for updating your website on a regular basis, and therefore your efforts will enable your site to climb higher up in the search results.
- Blogs can be constructed inside your present website, thus generating traffic to your whole site when your articles are read.
- Subscribers have the ability to subscribe to your blog, reinforcing your business brand, product or service each time you post a new article.
- There is an opportunity to have your article(s) shared on various social media channels, with the prospect that your article may “go viral.”
- Other bloggers may well single out your post and re-post it to their blog (with permission ) or reference to it from a post, creating a “trackback” that gives affirmative SEO influence to your website.
- They are entrusting you as a specialist in your field, giving you standing and reliability among your readers.
- Being much easier to “sell” to a person who knows and trusts you, visitors will get this from being a faithful reader of your blog posts
So which approach is more significant or should you do both?
I feel it is best if you do both methods of marketing to get the best possible results.
- Newsletters give you the opportunity to have an active list of your target market where blogs can’t do that.
- A blog gives you a more efficient way of frequently contacting your target market – whether it’s a short note or a long detailed article, since the blog can be fully administered by yourself.
- Newsletters give you the chance to personalize and direct your message to each person on your list where blogs need to speak to a broader audience.
- Blogs are picked up by search engines easier and can attract a more inclusive audience where newsletters are targeted to a definite audience within your list.
- Newsletters give you the opportunity to attract new subscribers by offering a free digital bargain which can then be followed up with a series of emails that can lead to sales.
- Blogs are very different where you use each posting to generate a loyal following, dependent on the quality and worthiness of your post.
Each practice has its own distinctive marketing qualities and both should be used to catch the attention of more clients.
One advantage of both is to include a blog post in your newsletter. When your newsletter is sent, reference a blog post and then invite followers to read the whole post on your blog.
With this approach, a newsletter does not involve a great deal of additional writing; it’s simply being strategic about the content that you write and ensuring it reaches the largest number of people possible, through two proven marketing methods.
Always Provide Value
When using both forms of content marketing you must always think of what your readers (and more importantly your ideal target market) are needing from you.
In order to create a faithful following, it is vital to understand the problems and issues your target market face and how you can resolve these problems for them.
You must give them valuable information that will make them feel it is worthwhile to either receive your newsletters or read your blog.
As soon as it isn’t meaningful, you have lost them as blog reader or they have unsubscribed to your newsletter.
One further consideration that needs to be mentioned here is the art of persuasion through communication. The underlying principle is that strategic communication works more effectively than communication without a purpose.
So, I’m trying to persuade you that one approach (the strategic) to communication works better than another. Given your need to persuade through communication, let’s look at a key starting point for getting the results you want.
For the reason that persuasive communication focuses on the other person, you need to have that other person firmly in our sights when we write or speak to them. In other words, communication will be most persuasive when we build the message around the other person, rather than ourselves.
So, if you want to persuade me to do something, your communication should focus on my response. And to get a response from me, you’ll have to address my issues, not yours.
The probability of getting a sale goes up dramatically when you communicate benefits that people will receive. Point out how the reader or listener will come out ahead by buying or using your products.
“Buy this shampoo and you’ll have a more active social life,” for instance.
The connection between your product and the consumer needs to involve the relationship between features (what the product does) and outcomes for users. In the case of the shampoo example, let’s say the product’s features include a new moisturizer that makes our hair more attractive.
In turn, more attractive hair means we’re more likely to enjoy a healthier social life. So, the marketer who emphasizes the outcome or benefit (a more active social life) will sell more shampoo than a marketer who focuses on the product or its features (new moisturizer).
When you next set out to send a key message, pause to ask yourself whether persuasion is your goal — either directly or indirectly.
If you do want to persuade, then ask yourself if you’ve focused sufficiently on the beneficiaries. That’s the starting point for persuasive communication.
Whether you use a blog or newsletter, preferably both. The main intrinsic focus must always be on the person who you are offering your product or service to and how you can help them.