Newsletter Marketing rules and tactics for professional service providers (such as accountants, lawyers, doctors, and dentists) often differ from those for merchants of products and services.
Because reputation is everything to professionals, their most effective marketing programs use a dignified tone and modest frequency. Also, the professional service provider audience tends to reject misleading messages.
Content comes first
No matter how fast the marketing world changes – no matter how fast our tactics and tools evolve – some things remain the same: high-quality content that educates and impacts is certainly not obsolete.
Here are seven ways and reasons why newsletters, when executed correctly, work extremely well for today’s professional workforce.
Loyalty reigns supreme
Acquiring customers or patients is the focus of many marketers. That’s what keeps us awake at night and focuses our thoughts during the day. But as important as an acquisition is, it is not more important than loyalty. Every serious brand or professional service provider needs at least one initiative to build customer loyalty.
Build essential credibility
The panacea must be considered an authority. Newsletters provide solid content that showcases your experience and serves customers, consuming useful material that readers find valuable.
Credibility is not that important if you are selling goods. But if you’re providing a professional service that requires expertise, it makes a big difference to be seen as an authority.
Build your audience
The most successful marketing newsletters teach you, differentiating you from those who just want to sell quickly. When a marketer prints a brochure or displays an ad, even with pure, honest, and accurate facts, the public is often suspicious. However, education-oriented newsletters are…
- Still influences purchasing decisions
- May also contain reminders and other practical information
- Allow yourself to nurture a potential customer by building a relationship over time (if your newsletter program is consistent)
Newsletters show reliability
If you regularly send out a quality newsletter, your readers will expect it. Many marketers use high frequency, especially in email communication; especially for transactional communication, it is most often considered the best. But with educational bulletins, less is more. Our experience is that a monthly newsletter is usually ideal. Readers want more, rather than feeling like they’re overloading their inboxes.
Do you keep the content flowing?
Content and distribution channels together are essential for content marketing success. Newsletters are not an exact suggestion. Articles can be redistributed into blog posts, shared on social media, and posted on your website. Go to old school and also keep documents in the waiting room.
Newsletters keep you engaged with your audience and help generate new ideas for new content.
The risk is small, the reward is not
The logistics of distributing the newsletter – print or e-mail – is simple. Creating a newsletter is very cost-effective compared to other forms of marketing. Even with a third-party program that offers everything from content development to distribution, newsletters are a cost-effective way to communicate an impressive work experience.
Get transfer value
Digital newsletters, in particular, are particularly easy to share with friends and colleagues. And printed newsletters have a long shelf life; it is often passed on to friends, acquaintances, and colleagues.
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Newsletter marketing can be easy, inexpensive, and impactful. But, especially for professional service providers, there is one big advantage: your newsletters must be of high quality. And more to newsletter development than meets the eye. Combine that with the criticism of presenting your brand in the best possible way, and it’s clear why many professionals choose to outsource newsletters.