By Danny Rubin
No, it’s not Facebook. It isn’t Twitter. And it’s not LinkedIn, Pinterest, Instagram or Flooger (OK, I made the last one up).
Despite the MANY social media options on the market, the #1 way to reach customers is still email marketing.
Why?
First, The New York Times says so. But if you need MORE proof…
Social media feeds are noisy and competitive. The inbox, while crowded, makes your message easier to spot, read and absorb. At RCG, we believe 100% in the power of email marketing. In the past six months, we have adopted e-newsletters as a key component of our business and believe it elevates our brand — and drives business — for seven distinct reasons.
1. Visibility is Key
You have a company website. Nice, so does everyone else. In the course of a hectic, scatterbrained day, you think people will randomly visit your site and see what you’re up to? Not a chance.
What if your newsletter comes directly to those folks with meaningful information they can use? Now you’re talkin’. Stay in front of people at all times and be proactive.
2. Be the Authority
With smartly-crafted enewsletter content, you become the expert in your field and develop credibility. People read your insight time after time and begin to think of you as the go-to resource when they need your specific services.
Check out our blog post from July 1, 2014:
Behind the Scenes: How to Make a Memorable Logo
Translation: if you need a logo, we’re your team.
Oh, and did I mention yet that email marketing is FREE? It costs nothing to become the expert, but make no mistake: there’s a heavy price to pay if you don’t.
3. Engage Your Audience
Over time, an effective e-newsletter will allow you to develop trust with your audience. And with trust comes opportunity. Maybe your audience would take part in a lunch-and-learn (an idea we are toying with), buy a new product or share your great information with other people?
An e-newsletter is not advertising. It’s a way to foster a conversation with your network ,provide answers and develop credibility. BIG difference.
4. Social Media is Not the End-All
Facebook might have over a billion users, but the social media giant will cut you down unless you have an ad budget. I’ll explain.
Let’s say your company has 500 Facebook fans, and you want to tell them about a new promotion. Unless you spend money (ex: $15) to “Boost” the post, Facebook will show your information to roughly 10 people or two percent of your list. Mark Zuckerberg wants your money. Nothing for free.
With email marketing, you send your message to the same 500 people. Guess how many receive the message in their inbox?
All 500.
Facebook still counts, but if you want to be seen every time — and for FREE — email is the way to go.
5. Your Competition is on Email; Where are You?
Imagine your fierce rival out there spreading knowledge, winning people over and developing authority in YOUR business.
Sickening, right?
You’d better jump in there and fight back.
6. Content is King
A year ago, our firm decided to make content a central part of our business. We blog once a week on a PR/marketing topic and always send the latest post out via e-newsletter. The result?
Visibility among our e- newsletter audience (clients, vendors and friends) has never been higher. We are in front of our core network every week, which is the best a source of referrals (like any business).
7. Go Take What’s Yours
Don’t wait for the phone to ring or someone to find your business by chance. Take advantage of the best place to reach people today — the inbox — and give your network the content they want to read and share.
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The seven-point list begs the question: what content should I provide MY audience through an e-newsletter?
At RCG, we’re always ready to brainstorm newsletter concepts that help you generate leads.
Contact us and let’s start the conversation! danny@rubincommunications.com
