Importance of Newsletters For Your Business

“Sign up for our newsletter!” A phrase you hear quite often. But what are you signing up for? Depends on what site you are on and what that site may be offering to you. Have you ever wondered what exactly those businesses get from having a newsletter? Seriously. What’s in it for them?

The Post and Courier Newsletter Editor, Emily Daily, shares her insights and expertise in newsletters from her 15 years in media, marketing, and public relations.

 Leads to Clients 

Newsletters being sent to people that already have an established interest in the company or business. These leads come from website submissions, social media, and anytime a person reaches out to the company for more information. When a person signs up for a newsletter or offers their email address, this individual is considered a Marketing Qualified Lead (MQL) and is ready to learn more about your business. Now, you nurture your lead with follow up marketing emails, letting them know about special offers, information that only subscribers or MQLs would get to learn, and anything exciting that may be internally happening with your business.

“Not only is it important for marketing the business and sharing new product news or upcoming sales or events, but it’s also a way to connect with customers on a personal level. Many successful newsletters are written from a personal point-of-view, often from a business owner, CEO, or editor. This gives the readers a chance to feel like they have a true connection to the company.” 

– Newsletter Editor, Emily Daily 

Building Relationships

People want to feel like they are getting something from a newsletter. What information does your business offer that can be helpful to your target audience? What makes your business stand out? Offering knowledge and delivering it right to your lead’s inbox developing a personal connection that may otherwise have been lost. Newsletter Editor, Emily Daily, explains:

The advantage of a newsletter versus a typical marketing email is that companies can create an established group of readers who trust their brand and stay updated with their news on a consistent basis. Every time a reader opens a newsletter from that company, they know it won’t simply be a marketing push – it will have other content that interests them as well. Therefore, newsletters tend to have much higher open rates and click-through rates, especially when they’re sent out on a consistent basis.

If someone signs up to learn more from you, what will they be learning? Here are some options:

  • Awareness: New products or services? Perhaps a new team member! Let your audience know.
  • Expertise: What do you know that can help your audience? What resources do you offer? A guide? Article?
  • Promotion: What’s going on in your business? Having a sale? Special offer? Holidays are primetime to offer your loyal audience something special!
  • Coverage: Extra! Extra! Read all about it…in our newsletter! Compile a spot for readers, leads, clients to go to know about everything and anything that may apply to them. The Post and Courier often use this method with our niche newsletters – Breaking News, Sports, weather, climate change, food & dining, and so much more!  Instead of taking the time to search the website, we send you the links you want to know about it. A one-stop-shop of information!

Not Just Newsletters

A newsletter is not just an informative way to nurture leads and build client relationships. Newsletters are not only a great way to reach new audiences, but they are also a great way to advertise. Joining an established newsletter series can highly benefit your business. Each newsletter that The Post and Courier sends out has sponsorships. These are businesses advertising within a source that they know reaches their target audience and is a trustworthy, primetime, and amicable form of advertising.

“The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.” – Marketing Coordinator, Michael Strong writing about Newsletter Sponsorships.

Adding newsletters and email marketing to your budget can significantly help you save in some areas while continuing to grow and nurture leads.

 

The Value of Repurposing Content

Reusing old content has become more valuable than ever in 2020. On top of that, there’s no better time to revitalize old posts than during the holidays. Between the stresses of dealing with COVID-19 as a business and planning time away from work, pulling content out of the vault can lift many burdens.

Depending on what your business produces to market itself, there will be different ways to repurpose it. But the core idea remains the same; take valuable content that has been buried under newer things, add a new spin on it, and push it back to the top of your feed.

Why reuse old content?

Before diving into your past catalog and simply re-posting everything you have, let’s dissect why this is important to do. Understanding the value of repurposed content will help you to decide which pieces to revitalize and how to do it.

Save time/money

The most obvious reason to go about this, is that you’ll save time and possibly money. Repurposing old content can often take a fraction of the time and effort it would take to create something new.

If you’re working with a third party such as an agency, you probably are conscious of both time and money. Your agency can help identify good content to reuse, based on how well it performed. The agency can then transform that at a faster pace and a cheaper cost than producing something original.

The process can even be automated. If you have timeless content, meaning it wouldn’t need any rewriting or additions, you can set up a system to automatically republish content. This is great for the holiday season once you start to take time off. This can be done through something as simple as using social media to post links to your content. Or on a deeper level, set up your website to push old, but relevant blogs to the top of the page.

Boost SEO

Your content can only truly boost the overall SEO of your website if people are visiting and spending time viewing your content. So don’t let your old content go to waste by hiding it in the past.

Giving people a fresh reason to visit your page will add to the existing SEO power that it built up originally. Whether you decide to update your existing content’s page, or copy the contents to create a new, fresh page, the SEO benefits will be great. You can attribute your new content back to the old post. More pages on your site means stronger search engine value. 

Reach new audiences

This boost in SEO is also one way that your repurposed content will attract new audiences. Perhaps your content didn’t’ achieve its full potential the first time. Giving it a second chance will do nothing but positive things for your brand’s reach. 

Times have changed dramatically in 2020. People are living their lives in ways we never saw coming, due to quarantines and social distancing. Chances are high that your business can play on these life changes in some way. Take a look back at your history of content marketing. You might just find something that is now relevant to a wider audience.

Just be sure not to overdo it by rehashing the same topics week after week. You don’t want people to see you as a brand with nothing new to say.

How should you reuse content?

Content marketing comes in many forms, and they cannot all be treated equally when it comes to repurposing. Once you’ve identified what’s worth reusing, you have to find the right approach to doing so.

Blogs

Blogs often rely on data to back up points, which builds up your brand’s expertise on a subject. One straight-forward approach to reusing old blogs is to update them with newer data. Add new links to externals sources, or even new backlinks to pages on your site that didn’t exist before. This all adds to SEO and brand image.

You don’t even have to keep the blog in written form to reuse it. Consider ways to turn your writing into podcasts or videos. Come up with new ways for audiences to digest your content. Not everyone engages with content in the same way.

Once you have a solid backlog of blog content, you can compile related blogs into a single collection. This can even take the form of a physically published book. 

The purpose of blogs in content marketing is mainly to build up the brand image by showing your expertise. Reminding people that they can engage with your content in different ways gives them more chances to see that you’re an expert.

Videos

Video content does not need to be reshot in order to be repurposed. Graphics, text, and animations can be added to transform your video.

Are you proud of a recent award or achievement your business achieved? Commercials or other video marketing pieces are a great place to insert graphics announcing your success.

If you have the time, recording new voice-over narration and adding new music is a great way to reuse videos. You won’t have to bother reshooting footage, and the content will still feel fresh. This is a great way to make new announcements for your business or share anything that has changed since the original video.

This is an important thing to remember even when shooting footage for entirely new videos. Always incorporate some level of timelessness. You can always cut things out, but try to get enough evergreen footage in your content that it can be trimmed and reused. 

Social Media

Social media is made for throwbacks. We’ve even dedicated a whole day of each week to it. Engage in the Throwback Thursday trend to reshare old posts with your followers. 

Hopefully, your follower count is always growing, so there should always be new eyes to share your content with. This can be done through stories, so you don’t have to clutter up your feed with duplicate content.

The cycle of reusing content can involve every channel. So if you’re refreshed an old blog for 2021, share that out on social media. You can do something as easy as taking the original image you used to post about the blog the first time, and add an “updated for 2021” text stamp on it. 

One important thing to remember when updating content that has been shared on social, is to make sure links still work. If you’ve gone back to edit an old blog, or have published a new version of a blog, make sure your posts link out to the new content. And always make sure no posts are linking to a page that no longer exists. Set up redirects to solve this issue.

Better 4 Business: Facebook or Instagram

Social media has become a dominating platform with 3.2 billion users worldwide. Facebook and Instagram making up a large portion of that use, especially when it comes to business and social media marketing.

While the excitement of using social media to gain more business is intriguing more than ever, you may not need to utilize both social media platforms to see immense success.

The decision and comparison can be overwhelming. We have taken the top attributes of each and broken them down for you to decide which is Better 4 Your Business.

Facebook 4 Business

Facebook, being the matriarch of social media, has many attributes that it brings to the business table.

Industries like alcohol, Food & Beverage, sports teams, hotels, and non-profits being the breadwinner of engagement. So, businesses do well.

For starters, a wider audience. Facebook has 1.6 Billion users, while Instagram has about 112.5 million. This audience is heavily diverse but has an older audience. What those numbers tell us is that Facebook has more opportunity for more people to see your content, paid or organic.

What those numbers also tell us is that while there is a high potential for more people to see your content, they most likely will not see or engage with it. Facebook has a significantly low engagement rate of only 0.09%.

This is why targeting ads is so important. And Facebook does this factor in a great way.

The implementation of an interactive carousel ad. This ad format has shown great success for a B2B audience. This leads to retargeting.

Retargeting tracks when prospects visit your site and then display a relevant ad to that user when they are on the platform.

Using a look-a-like audience to target the ideal audience is also a feature that Facebook does well. You can specifically target individuals with a specific demographic, interest, etc. This helps to strategically pinpoint an audience rather than hoping your ad reaches who you want it to reach.

In addition, retargeting via Facebook not only gains a more specified audience but plays well in SEO tactics.

“Facebook retargeting, in cohesion with SEO tactics, places an undisputed level of efficiency. Rather than targeting a new demographic of customers, using the pixel you are targeting users who have shown the initial interest based on SEO.” Seo Marketer

Another point worth mentioning is that Facebook’s online shopping presence is top-notch. Facebook Marketplace is a mogul in social media shopping.

Outside of shopping, Facebook’s business pages are highly reputable. In fact, having a Facebook Business Page unlocks several benefits for your business in the long run.

Insert Instagram.

Instagram 4 Business

Instagram has captured social media like its iconic logo. So much so, that other social media platforms actually use its design as a model, Facebook included.

Instagram is the trendier of the comparative duo. The demographics reflect this. Instagram tends to attract the younger audience, millennials more specifically.

What is most intriguing about the fact that a young audience drives Instagram stats, is that users report that they follow at least one business religiously.

Another thing to note? One-third of Instagram users have made an online purchase within the Instagram app. Sixty-percent of users uses Instagram to seek out new products, or have discovered new products using the app. This is why the influencer industry is booming!

Perhaps the best part of advertising with Instagram is that about 72% of marketers are currently making use of it.
Instagram also shines in social media for the median 1.22 percent engagement rate it carries. The lowest engagement industry is retail which is .67 percent.

That’s nearly 7 times higher than Facebook’s median engagement rate. In fact, this is 5 times higher than the highest engaged industry on Facebook.

Now, to be fair, again – Instagram does have a significantly lower amount of users than Facebook.

One thing Instagram undoubtedly does well at is the Instagram shop capability. Similar to Facebook’s carousel feature of showcasing products or a list of services in a way that does not feel like you are being sold to, this does exactly that.

Instagram also uses the same targeting, retargeting, and look-a-like audience models as Facebook. Actually, Facebook acquired Instagram in 2012. So, while they are two different companies, the puls side is that they both use Facebook Business Manager to post ads.

Then, the most obvious difference between Facebook and Instagram is that Instagram is more visibly pleasing. For most ads that you are served within the app, you do not even realize that you are viewing an ad. The flawless advertising makes Instagram a successful platform in this sense.

Best 4 Business

So, who reigns champ? Let’s review.

Facebook has 1.6 billion users compared to Instagram’s 11.2 million users. However, Instagram’s median engagement rate is nearly 7 times higher than Facebook’s. While this may attribute to more users causing the engagement rate to water down, breaking down the engagement rate per industry returns the same results.

Instagram is also geared towards a younger audience, but an audience that yearns to shop. Facebook also has a great Facebook shopping capability, the site shows great plays in carousel advertisements.

Additionally, having a Facebook Business page may hold a greater weight than not having one. Facebook Business is a noteworthy complement to your website and business.

Also mentioned above the fact that Facebook owns Instagram. So, regardless of which you prefer, both have the same advertising tools out of Facebook Business Manager. You won’t be jipped of that aspect if you choose exclusively Instagram.

Honestly, the two things the decision boils down to are what you want your content to be and who your audience is. Are you looking for more pictures or videos? Younger or older audience? Broad or specific audience? Breaking those down will help you to decide which is better 4 your business.

Another truth?

Having one over another will not hurt your business. Having both definitely will not hurt your business. What will hurt your business is not accurately strategizing your content and advertising on these platforms.

What could be Better 4 Business is partnering with The Post and Courier.

Digital Marketing

What is Digital Marketing?

What is ‘Digital Marketing’? 

If you’re a business owner, you hear this a lot.  In short, digital marketing is the term for your company’s online marketing efforts.

Tools To Use 

Google search, social media, email, online advertising, and your website are all examples of tools you can use to enhance your company’s digital presence. 

Do I Have to Pay For All of Those?

While social media, email marketing, and your website are not technically paid advertising. Each avenue contributes to the overall online presence of your business. 

When people naturally come across your social media posts, for example, the sharing of that content helps reach an even larger audience without any cost to you!

Is Social Media and a Website Digital Marketing?

It is important to have a website and social media profiles to be an information location for potential and continuing customers.

A great example of digital marketing is having a review section on both your website and social media for customers to tell others how great your business is. 

A website is also key to having your company on the digital map. 

By having a well-put-together website, your business will be found easily by potential customers via Google search. It is also a place for online ads to be linked to when seen by potential customers in other areas of the internet.

How Does My Investment Help Me With Future Marketing? 

Another reason to invest in digital marketing is that it is the easiest way to reach your target audience: online. 

This will allow you to see real-time, measurable results from your marketing efforts. You can adjust as you need to, and using that data to create future advertising. 

Using your website and social media, you can funnel money into your marketing to best reach your target audience. 

Paid digital marketing efforts include displays and banners, pay-per-click (PPC) advertising, and boosted social media posts and Facebook Ads. 

 

Find out how you can apply digital marketing to your business with the Post and Courier here!

How to Promote your Award-Winning Success in 2020

2020 has been a challenging year for businesses across the globe. But our annual Charleston’s Choice awards have shown that customers want to keep showing support for their favorite local businesses. So we wanted to help winning companies highlight their success and adapt award celebrations to a changing environment.

The Charleston community nominated and voted for the top businesses in a variety of categories. Now is the time for you to highlight your honors and give your business the extra boost that awards can provide.

Here in Charleston, customers are always on the lookout for Charleston’s Choice honors, as it shows a business is the best of the best. And this goes for all types of awards any business might be recognized for. Let your community know you’ve been recognized through these branding and promotional strategies. Almost all of them can be done digitally and virtually so that you don’t have to rely on in-person customers.

Brag in your email marketing

You’ll want to make sure that you’re bragging about your award everywhere you can. Emails are a great place for that. You can make specialized emails focused on your award. Or simply add in the honors to your existing communications.

If you have a regular newsletter, dedicate a special edition to announcing the honors. Make an event out of it and catch subscribers’ attention by detailing how and why you won.

What makes your customer relations the best in the business? Why is your business the top tourist hotspot? Awards carry prestige by nature. But customers want to know just why you’re the best.

This is also a good place to start incorporating the award logo into your branding. This would be temporary and wouldn’t be applicable in all branding locations, so there’s no need to rework your logo. So find the best way to pair your logo with the award branding and place that naturally in your emails. Have employees update their signatures to include that your business is an award winner.

Show off the award with pride

Take advantage of this time to promote your award in the digital and physical space. SEM campaigns can show web searchers that you are a business worth looking into. And traditional web page ads catch the attention of audiences in your area, if you are employing geomarketing capabilities.

Businesses with a customer-facing storefront will have an easy time showing off their award. On-location signage promotes your success to all potential customers or clients. 

But businesses located within a large office complex in their own suite don’t have the opportunity to flaunt as much. Local billboards are a good substitute and open you up for even greater reach.

If physical ads by the side of the highway aren’t your thing, you should at least be showing off your victory on your website and social media pages. Update your website’s hero image and fancy up your homepage for a few weeks to celebrate. Maybe even run a contest to show you want to celebrate with your customers, not just tell them how great you are.

Other benefits of winning awards

If you haven’t gotten your business entered into awards, consider the added benefits outside of attracting new business. The prestige of being an award-winning organization affects all aspects of business.

Awards can bring growth to your business internally as well. It’s not always about showing off the award to the public. Current staff will be able to take pride in the work they do and the company they belong to. It’s an opportunity for a great boost in company morale. So even just putting up the award logo around the office can have great effects.

The celebration events for the awards themselves can also be a great opportunity for employees of winning businesses. Award parties can be a place to network with other winning businesses and build new business relationships.

Our Charleston’s Choice celebration brings together local businesses and gives them a chance to show the community why they were selected for the top honors. Restaurants and beverage companies can share their award winning creations with attendees.

There is always value in building your face-to-face engagement with your community. Event sponsorships can enable you to directly reach your community and professional peers. It is a great way to build your brand image.

Signs, advertisements and published announcements are the wide-reaching way to show off your accomplishment. But, an event sponsorship gives you a more intimate way to connect with potential customers or partners.

Finally, it should go without saying that a little time to unwind does wonders for everyone.