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.

 

5 Events To Promote Your Business

What if we told you that your business can reach a whole new audience, gain quality leads, and be immersed in South Carolina excitement? With Post and Courier events, you can!

That’s exactly what events with Post and Courier can do for your business…and then some!

We had a successful year of events and are looking forward to an even stronger 2021. Your business has the opportunity to sponsor or participate in any and all events that come up.

A partnership through sponsorship or event participation could lead your business to…

  • 200,000 people+ will see your business from email alone
  • 7,000 attendees+, both in-person and virtual, will see your business
  • 4 million+website page views
  • 10 million+ views across platforms including social media and email

Listed below are events YOU can sponsor or participate in during 2021!

1. Kids Club Live! || February 2o, 2021 

Kids Club Live is the merging of Lowcountry Family Expo and Kids Club! The inaugural year of the Family Expo happened in February 2020 and was such a hit we had to bring it back! Check out last year’s line up here!  More than 2,500 people attended last year’s Family Expo! Kids Club was also a brainchild of 2020 that turned virtual amid COVID-19. More than 8,400 attendees and over 1,400 families tuned in for each event and received more than a million social media impressions! Kids Club and Lowcountry Family Expo were such hits, that we decided to merge the two family fun events into one big event!

Learn More About Kids Club Live! Here! 

 

2. Virtual Events || Any time! 

Have you heard of The Post and Courier Virtual Events? You can learn, dance, play Bingo, and even cook with us from the comfort of your own home! Over the last 6 months of virtual events, there have been a total of 4,860 registered users. With banners, social ads, email marketing, and other means of promotion, you’re reaching anywhere from 7,000 to over 16 million people while partnering with The Post and Courier to teach viewers and readers alike something new!

Learn More About Virtual Events Here!

3. Night At The Movies|| Next Event on January 23!

The pandemic has us missing heading to the movies with friends and families! A Night At The Movies is a great way to still experience the joy of movie-going. The dog-friendly events are socially distanced, COVID safety compliant, and for all ages that takes place in the Post and Courier parking lot in Downtown Charleston. Our recent movie nights have included food trucks and a photo booth (that your business can sponsor! Your logo on each picture taken!).

Learn More About Night At The Movies Here!

4. Bicycle Across South Carolina (BASC) || October 

Bicycle Across South Carolina (BASC) is a multi-day ride hosted by the Post and Courier. BASC takes participants off the road and onto the scenic trails of South Carolina. Riders will experience a unique opportunity to explore state parks, off-the-grid-trails, and engage with a community of like-minded enthusiasts. BASC kicked off its inaugural ride in September 2019. In 2020, we were lucky enough to celebrate year two with brand new routes for riders to experience a diverse look at South Carolina’s landscape!

We are actively working on BASC 2021. Make sure to sign up for the newsletter to stay up-to-date on the latest!

Learn More About BASC Here!

5. Steeplechase of Charleston || November 14, 2021 

Steeplechase of Charleston 2020 was an outstanding event with 2,500 attendees, 30+ vendors, and a long list of cherished sponsors. Racegoers were able to enjoy a socially distanced tailgate with their friends, shop local vendors, and watch an incredible docket of horse races right here in beautiful Charleston.

Learn More About Steeplechase of Charleston 2021 Here!

 

These 5 events are incredible opportunities for you to expand and immerse your business in the Palmetto State. Between the variants of these events and a multitude of other events such as We The Women, 12 Leaders To Watch, College of Charleston 250, and Pints and Politics, your business can partner with The Post and Courier and gain so much more than new business and quality leads.

Ready to find out? Learn more about sponsorships, contests, and other events! 

Better 4 Business: Print Advertising vs Digital Advertising

Newspaper/print advertising or social media advertising? While social media is climbing the ranks, the newspaper seems to remain steady and calm. Social media advertising is pushed more with every ad, but print remains relevant.

So, what’s the deal with newspaper advertising? Is it a valid competitor to social media? 

The answer? No. But not for the reasons you may think. 

A History Lesson

The year is 1997. The year social media was invented. 

While this was just under 30 years since computers came to fruition, it is also a decade before a mogul in social media advertising would be launched (yes, Facebook). 

Social media also falls approximately 2,054 years after the world’s first newspaper was published. (The first daily newspaper was only 392 years prior.)

In 1704, the first newspaper advertisement was posted. Just 300 years later, the first web banner ad was posted. And, again, Facebook would raise its stakes (and stocks) with Facebook Advertising in 2007. Ultimately, this changes the advertising game.

Print Advertising, Social Media, and $$$

The brief history of newspapers, social media, and the internet were to give you just a slight idea of why newspaper advertising is still around today. It started it all. 

Newspaper advertising gave way to print advertising and vice versa.

Print advertising refers to any hard copy type of medium with an ad. We’re talking magazines, brochures, and, the favorite, direct mail. 

 

Digital advertising has taken the main stage of advertising with nearly $40 billion poured into the advertising medium in 2020. Print advertising rolls in at $13.4 million this year so far. 

A few factors come into play here. 

Social media advertising can cost 25 cents to reach 1,000 people, while print advertising, more specifically newspaper, would, on average, costs $32 to reach 1,000 people.

But saving money does not mean it is better for business.

Throwing Money Away? 

While, yes, the numbers don’t lie, you can spend less to reach more people with digital advertising

However, is that the audience you want to reach? It may reach those people, but are they the right people? Are they actually engaging in those ads? Are those 25 cents really gaining that ROI?

Yes, ad targeting is a glorious tool, if used correctly. Our team here at The Post and Courier can curate the perfect social media plan for your business to target, reach, and rake in that ideal audience. 

But if you’re just putting money behind a social ad or Google ad for the sake of putting money behind that ad, you’re not utilizing the tool to its full potential. And, that’s the case for a lot of that $40 billion that’s getting thrown around. There’s so much that goes into placing a social media ad than just credit card information.

Digital advertising actually does not have as high of a payoff as print advertising. Printed publications stay around longer than social media and/or digital advertising. Social media or search engine ads disappear when the money stops flowing.

Print ads, on the other hand, stays around. Once printed, that publication, newspaper or magazine, stay on the coffee table, a shelf, in the waiting room of the doctor’s office.

“When people see ads online, they may forget them in an instant. If they see them repeatedly while flipping through a magazine, that message is more likely to stick.”

Additionally, print advertising sees ROI in word of mouth, uses of coupon codes, and an overall increase in sales. 

Print Advertising & Trust 

Beyond the dollar signs, trust is a major factor that breathes life into print advertising. 

According to MarketProfs, “Consumers trust print advertisements 34% more than they trust search engine ads.”  

What this tells us is that if you pour money into digital advertising and not properly strategize, you could come off as untrustworthy. 

Print advertising also comes with antiquity and being a consistent part of history. With that longevity comes loyalty. 

Just like a favorite restaurant, your favorite shampoo, maybe even your favorite supermarket. If you consistently shop from a place, you have a connection to it. Maybe your mom shopped there or your grandparents. 

Print advertising holds the loyalty of being a household name, always being there. This is something that can’t be replaced.

People trust what they are connected to. 

Print Compliments Digital Ads 

While both digital ads and print ads are very important especially in the digital age, having one and not the other could potentially hurt your business.

Not having social media or even a website leaves a whole group of people unreached. 

Not advertising in print also leaves a whole group untouched. 

Again, having a well thought out digital/social media advertising is the key to succeeding in the paid digital space. 

The same could be said for print advertising. 

Print advertising does reach a niche audience, but the same shows for digital advertising. As mentioned above, who you want to target can help you rake in ideal returns. 

By figuring out a strategy that references or involves your website or social media, can help drive traffic to those platforms leading you to see an ROI in both mediums. 

So, what’s Better 4 Business is both print advertising and digital advertising. The pair are like a fine wine and a good cheese. The antiquated and the modern complement each other.

What’s even Better 4 Business is combining your advertising efforts with marketing. Talk about a match made in heaven. 

 

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!