Building your brand through direct communication
For a lot of businesses, they have built a communications strategy solely around the use of social media. But whether you’re running a small upstart or a large company, communicating with your community directly through e-newsletters on a regular basis is a communications tool you shouldn’t ignore.
Building trust within your team
Email communication isn’t just about a public e-blast; it’s also a way to connect directly with your employees. This simple way of enhanced internal communication can build a sense of community within the structure of your organization.
Internal newsletters should incorporate an element that helps your team feel seen, heard, and appreciated, such as offering highlights of your team member’s successes.
The more you recognize your team’s efforts, the more likely they are to want to grow alongside you towards your brand’s goals.
Building trust in your brand
When it comes to building your brand, speaking directly to your audience is a valuable approach. Short and sweet emails detailing essential information to the public can not only elevate your brand’s experience, but also offer you an incredible opportunity for growth.
A simple “sign up now” button on your website entices new subscribers with the promise of receiving interesting, informative updates about your business on a weekly, monthly, or seasonal basis, and in turn, expands your leads.
In this way, your external newsletter provides potential, new, and existing clients the opportunity to get to know you as a brand.
This tool for engagement is also an excellent way to convert. While keeping the lines of communication open, you can gently promote your services.
However, remembering that if you feel like you’re being pressured by a pushy salesperson, you might just unsubscribe. So keeping that in mind, the focus of each and every newsletter should be on delivering valuable updates and information with a friendly tone.
The goal is to build your brand’s voice, trust and reliability.
Short, sweet and to the point
So how do you make it happen? Start by keeping them short and sweet so your readers stay engaged. And then be very careful about the frequency.
Sending too many too often will very likely push your readers away. So, don’t send more than one per week unless it’s absolutely necessary…which really, it shouldn’t be!
Also, offering your subscribers exciting, engaging content by linking one or more of the following calls-to-action (CTA) is a great way to build brand loyalty:
Your company’s latest blog, or article
Upcoming events connected to your brand
Newly added products or services to your store
Newly released educational articles and case studies that support your brand’s mission
Giveaways and raffles that elevate your brand experience
Partner companies that add value to your brand
Customer loyalty begins with showing that you understand the needs of your community. Educating and entertaining your external newsletter subscribers with a little soft sell is a recipe everyone can respect.