When goals are set and growth plans are discussed, many agencies and digital tools come to the point where it is decided that one way to nurture future clients may be newsletters.
Surely there are good reasons for this, as there are several great examples of excellent digital marketing newsletters to which you can subscribe. But what is the strategy?
Why are there some of these newsletters? It’s not enough to compile a steady stream of corporate blog posts that appear to have been written by virtual assistants with minimal industry knowledge. It will not work.
What kind of content is required?
As with any medium, the motif used depends entirely on the target audience and the psychological triggers the audience is responding to. First, decide who you want to address. For most digital agencies and tools, this isn’t too difficult, and I can cheat a bit as I usually target some of the same buyer personalities as readers of the Digital Agency Network. For the sake of simplicity, let’s classify (or oversee) the buyer personality as either an owner or an executive in the marketing function.
What does this buyer need? It’s the same answer as my favorite answer to most SEO questions: it depends. If the buyer personality you are targeting is more of the end practitioner, then the content of a newsletter needs to target those in the weeds, such as those found in Aleyda Solis’ #SEOFOMO and Kevin Indig’s growth memo.
However, the audience we focus on oversees these functions. What is important to you? You don’t have time to understand the nuances of most of the technical parts, so you need a broader view of the information that can be delegated or edited at a higher level to either increase sales, reduce costs, save time or save focus.
Something like Saijo George’s TL; DR Marketing comes to mind for summarizing articles. For executives in the influencer niche, we all look forward to reading Influence Weekly’s summary of influencer news on Friday.
Why should digital agencies start a newsletter?
Email marketing is also important for agencies that don’t offer email marketing as a service. When done correctly, e-mail enables multiple points of contact, but above all it enables an agency to establish itself as an expert voice.
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Additionally, email is a marketing channel that is significantly less volatile when compared to organic search and paid social networks, as most marketers can attest.
Email is also an easy funnel entry point that is almost seamless. As long as you add value in the newsletter in exchange for the email, funnel churn can be managed and allows for a simple contact mechanism when it’s time to bring a potential customer closer to the purchase.
Another reason to adopt a newsletter marketing strategy is paid search and the social environment. All of these emails can be used as a primer for your retargeting and lookalike audience.
The final reason is the cost. Mailchimp, SendGrid and most e-mail platforms are dirt cheap compared to other acquisition channels, so the entry barrier is almost non-existent even for the most heavily loaded digital agencies.
How do you become an expert to the point where people sign up?
There are no shortcuts to becoming an expert. It takes thousands of hours of practice, patience, and perseverance to be considered a top notch influencer in your field.
Enable your solutions team to leverage the newsletter subscribers for one-time personalized offers tailored to their potential needs once you’ve been recognized as an expert. Don’t send bulk emails to your base with a generic offer and expect action, as errors like this can give up perceived expertise.
Wouldn’t it be nice to accelerate that perceived expertise faster than the typical 10,000 hour guideline?
Although I have over 20 years of experience in organic search, email, payment, and content marketing, I was “new” to building Intellifluence and had to write a book before receiving callbacks from the biggest CPGs. The moment I started getting the quotes, the doors opened.
Since the goal is to become an expert and to be perceived as such by potential customers, one method that works continuously is to weed out other experts through co-quotations across multiple media. Newsletters are no exception; To do this, you need to attract significant influencers.
What are authoritative newsletter influencers?
In the world of influencer marketing, influencers can generally be categorized into three categories: micro-influencers at the peer level, influencers at the aspiration or celebrity level, and authoritative influencers at the expert level. Since the names are pretty meaningful, ambitious influencers are public figures with a large but generalized audience. Peers are small audiences but can be very effective overall. Authorities are the perceived experts you are looking for.
We all know experts in the digital space. When you’re first starting out, getting them to join your newsletter can be difficult. Therefore it is recommended to include content that you have created elsewhere as an ego stroking measure.
To improve effectiveness while growing your list at the same time, forward a copy of the curated newsletter to the relevant experts and ask if you can advertise on their own list as you have received so much value you believe it will ideally complementing the audience on what you are focusing on.
In later stages, when relationships are cultivated, you can woo those influencers on an authoritative YouTube strategy and combine that with co-cited blog posts on authoritative publications like Digital Agency Network to further establish yourself.
As the final step in this process, you pay for inclusion in other relevant newsletters, which will cost your money if your cited content becomes plentiful.
Because you and your agency are perceived as an expert, other newsletter owners can introduce your product as well as your content, explain how he or she uses it, and then add a special offer for the newsletter audience that connects them back to your core offering .
Newsletter marketing works and is even sweeter when paired with the right authoritative influencers.