5 Steps for Launching an E-newsletter Marketing Campaign

It’s been almost 10 years since I took the plunge into self-employment by becoming a full-time freelance writer. From a marketing perspective, the first thing on my to-do list as a self-employed professional was to build a website. Even in 2009, you had to have a website if you wanted to be taken seriously as a freelancer.

The next thing was to publish an e-newsletter. I knew all about the benefits of e-newsletters and had written countless print and electronic newsletters for clients during my career, so this was a no-brainer.

Paralysis and Procrastination

Except that it wasn’t. For some reason I was paralyzed when it came to creating an e-newsletter for myself. Weeks turned into months with “create your e-newsletter” near the top of my priority list, but always getting pushed aside for other tasks that I told myself were more important.

I eventually joined an informal group of other business owners and self-employed guys who met regularly to talk about our business challenges and successes. I told them about my mental roadblock in creating an e-newsletter and asked them to hold me accountable for getting it done by a certain date.

That’s just what I needed to get started. And like lots of things in life that we keep putting off, it wasn’t nearly as daunting or difficult as I’d imagined once I got into it. Writing my own e-newsletter is now one of the most fulfilling things I do each month — and it’s also a great marketing tool.

Taking That First Step

Maybe you can relate to my story. You know that publishing an e-newsletter is a great way to generate qualified leads. But you haven’t yet taken the first step in launching yours.

If so, here are 5 steps to help you launch an e-newsletter marketing campaign.

1. Set goals for your campaign.Like any marketing initiative you embark on, you need to have concrete and measurable goals for your e-newsletter campaign. The goal of most e-newsletters is to generate qualified leads by staying in front of your customers and prospects on a regular basis with value-added, non-promotional content.

E-newsletter marketing is sometimes called “drip” marketing because it’s like dripping water on a stone. When you publish quality, value-added content consistently, you stay top of mind with your clients and prospects. If you’ve positioned yourself through your content as an expert in your field, there’s a good chance they’ll contact you when they need your products, services or expertise.

2. Choose a publishing platform.There are lots of e-newsletter publishing platforms out there to choose from. When I started my e-newsletter almost a decade ago, Constant Contact was the undisputed leader so that’s the one I chose.

Since then, a whole bunch more have appeared. Among the most popular are MailChimp, Benchmark, Campaigner, GetResponse and Mailjet. They each have advantages and drawbacks so spend some time researching and testing them to decide which one you like best.

3. Design the e-newsletter template.I’ll be honest: This is probably the thing that I was most intimidated by when it came to launching my e-newsletter. I’m not a designer, nor am I very technologically savvy, so I was worried that designing a template would be confusing and difficult.

It wasn’t — at all. In fact, it was kinda fun! The publishing platforms make it super easy to design a template that reflects the look and feel you want for your e-newsletter, including your logo and other branding elements. Again, test out several of the popular publishing platforms to see which one is easiest for you.

4. Build your distribution list.This is the non-glamorous, nitty-gritty side of e-newsletter marketing. It’s also probably the most critical element to success: The best-written e-newsletter with the greatest content won’t do you much good if the right people aren’t receiving it.

Unfortunately, there aren’t any shortcuts to building an e-newsletter distribution list. Start by asking your current clients for permission to send them your newsletter, as well as any active prospects you have. One great way to get sign-ups is to offer value-added content pieces like whitepapers and e-books on your website in exchange for e-newsletter signups.

5. Determine the best frequency.One of the most common questions marketers have about e-newsletters is “how frequently should we publish?” And the answer is a huge “It depends” — on lots of different factors.

I wrote about publishing frequency here so click through to read more about this. To sum up: For most true e-newsletters — not marketing e-blasts, which are different — once or twice a month seems to be the sweet spot for frequency. The most important thing is to be consistent with whatever frequency you choose.

Creating Your Content

With the groundwork laid, now it’s time for the fun part: writing your e-newsletter content. This deserves its own blog so I’ll save my e-newsletter writing tips for next month.

Does an E-newsletter Still Belong in Your Digital Marketing Arsenal?

Way back in 1982 when I decided to major in advertising, I thought I’d be an advertising copywriter and work for a big-time agency on high-profile campaigns for major brands. Basically, I envisioned myself as Don Draper before the iconic Mad Mencharter was dreamed up.

Things didn’t quite turn out that way. I got my advertising degree but never made it to an ad agency, instead landing a job with a newsletter publishing company. No regrets, though — this job laid the foundation and provided the training for what I’m doing today: creating B2B and B2C content for all different kinds of businesses and organizations.

The Evolution of Advertising

I was thinking recently about how much advertising has changed since the 1980s. I remember devouring Ogilvy on Advertising, which is considered one of the classic books about advertising strategy, during my senior year of college in 1985.

While many of the big-picture concepts and strategies in the book hold up well after more than 30 years, advertising and marketing tactics themselves have changed drastically. Almost all advertising back then was either print or broadcast media.

Today, the Internet has opened up a plethora of new digital advertising and marketing opportunities for businesses. These range from search engine optimization and pay-per-click advertising to social media, affiliate and content marketing.

Are E-newsletters Still Effective?

One online marketing strategy that seems to have fallen by the wayside a little bit recently is electronic newsletters. These were all the rage in the late 1990s and early 2000s when using email became common for most people.

But email overload and too much spam have led many marketers to conclude that e-newsletters aren’t as effective as they used to be. Instead, they’ve shifted their marketing focus and dollars to other digital strategies, especially social media marketing.

I strongly disagree with this kind of thinking. When executed well, e-newsletters remain a highly effective digital marketing strategy.

A recent New York Times article made this point well. As the author put it, “Newsletters are clicking because readers have grown tired of the endless stream of information on the Internet, and having something finite and recognizable show up in your inbox can impose order on all that chaos.”

The NYT article continues: “At a time when lots of news and information is whizzing by online, email newsletters help us figure out what’s worth paying attention to. Publishers seeking to stick out of the clutter have found both traction and a kind of intimacy in consumers’ inboxes.”

Benefits of E-newsletters

Of course, there may be a place for some or all of the digital tactics and strategies listed here in your marketing plan. But don’t forget about the many potential benefits of e-newsletters as well. For example:

• You have a receptive audience. Subscribers to your e-newsletter have specifically asked to receive your content. They are presumably interested in what you have to say, assuming that your content is well-produced and not too self-serving.

• You can build an ongoing relationship with your audience. This is probably the biggest benefit of email marketing. By consistently publishing a high-quality e-newsletter that contains value-added content, you will establish a solid relationship and build trust with customers and prospects. This can open the door to sales opportunities when the time is right.

• You control the message. You get to determine the tone and content of each newsletter that goes out. This will vary — sometimes from one issue to the next — depending on your sales and marketing goals.

• You can position yourself and your organization as a subject matter expert. When you offer valuable insights, observations, tips and advice in your e-newsletter, your readers will start to view you as an industry thought leader and go-to resource for help in solving their problems.

Getting the Mix Right

There’s no doubt that the Internet has added a whole new dimension to advertisers’ and marketers’ jobs today compared to 30 years ago. Your biggest challenge is settling on the right mix of traditional (print and broadcast) and digital marketing tools and tactics

As you plan your digital marketing strategies, don’t neglect email marketing. Next month, I’ll share some tips for creating better e-newsletters.

4 Common SEO Myths and Misunderstandings

When the Internet first went mainstream in the mid-to-late 1990s, I was working as a copywriter and editor for a custom publishing firm in Atlanta. I clearly remember the excitement of watching a brand new communication medium arise and learning all the nuances involved in writing for online consumption.

I’ll bet this excitement was similar to what writers and publishers felt when Gutenberg’s printing press was invented in the 15thcentury.

I also remember what online search was like back in the early days of the Internet. Google is now synonymous with Internet search, but before Google’s domination, sites like Ask Jeeves, Altavista and Lycos were among the most popular search engines. Anybody remember them?

The Rise of SEO

As the power of Internet search became apparent, the practice of designing and writing websites so they’d rank high in user queries quickly took hold. Known as search engine optimization (or SEO), this practice is now one of, if not the most, important tasks performed by marketers.

Despite its importance, there are a lot of myths and misunderstandings about SEO. Here are a few of the most common that I’ve encountered:

1, Search engine submission is still necessary. Back in the early days of SEO, marketers had to submit their sites to the major search engines in order to be included in their search results. But this was a cumbersome process that obviously didn’t scale as the World Wide Web grew, so it was pretty much eliminated in the early 2000s.

While you can still find submission pages on some search engines’ sites (check out this one for Bing), going through the submission process is totally unnecessary now and a complete waste of time. If some supposed SEO expert tells you they will submit your site to the major search engines, stay far, far away from them.

2. Meta keyword tags are still important. These also used to be an important component of SEO. But it was easy for spammers to abuse the technique so none of the major search engines (Google, Yahoo! and Bing) consider it to be an important ranking factor any longer.

But don’t confuse meta keyword tags with title tags and meta description tags, which remain important. Title tags are the clickable headlines you see on search engine results pages — they should accurately and concisely describe the content on a webpage. Meta description tags are the brief (one or two sentence) summaries of the content on a webpage that appear beneath the title tag.

3. Keyword stuffing still works. I’ll bet you’ve seen web pages that were keyword stuffed. They try to cram long-tail keywords into the copy as often as possible in an effort to rank high for these keywords. Something like:

“We sell cheap ink toner cartridges. Our cheap ink toner cartridges are 100% guaranteed. If you’re looking for cheap ink toner cartridges, contact the cheap ink toner cartridge specialists at bob@cheap-ink-toner-cartridges.com.”

The major search engines have evolved to the point that they easily recognize such blatant keyword stuffing and penalize or even blacklist sites that try to use it. Instead, concentrate on writing well-crafted copy for human beings, not web bots, to read.

4. Paid search — or pay-per-click (PPC) — improves organic search results. Paid search results — the links that appear at the top of a search engine results page and say “Ad” next to them — do not affect organic search results. They might deliver clicks, but the major search engines have all put policies in place that separate the PPC and search quality sides of the business.

This is similar to what’s referred to in the magazine world as the “separation of church and state.” Journalistic integrity requires that a “wall” be erected between the editorial and advertising sales departments so big advertisers don’t receive undeserved favorable coverage or treatment in the publication.

No Shortcuts to Success

There are no shortcuts to successful SEO. Depending on your business and industry, achieving high search engine rankings can take months and cost tens of thousands of dollars or more.

And if any supposed SEO expert or consultant tells you they can easily get you on the first page of Google with just a few simple tricks or techniques, you should run, not walk, in the opposite direction!

Content Creation: How to Create Better Content

One of my all-time favorite commercials is the Snickers spot that riffs on The Brady Bunch. At the end of the spot, the actor Steve Buscemi stands at the top of the staircase in the Brady home and spouts the famous Jan Brady line, “Marcia, Marcia, Marcia!”

I’m laughing out loud as I watch the commercial right now on YouTube! There’s even a GIF that was floating around the Internet a few years ago when the spot first aired.

It’s All About Content

OK, so why do I bring up this commercial now? Because “Marcia, Marcia, Marcia!” came to mind when I was thinking about the topic for this month’s article: content creation. Ask any marketing director and they’ll tell you that these days, marketing is all about “Content, Content, Content!”

According to the Content Marketing Institute, nine out of 10 businesses use content marketing, spending more than a quarter of their marketing budget on it. That’s pretty incredible when you consider that “content marketing” wasn’t even a thing 10 years ago.

5 Tips for Better Content Creation

If you work in marketing, it’s probably safe to assume that a big part of your job is content creation. So how can you become a better content creator? Here are 5 tips you can put into practice right away:

1. Stay on top of your industry. One of your main goals in content creation should be to position your company and/or yourself as the go-to expert in your industry. To do this, you need to stay on the cutting edge of the latest trends and developments in your industry.

I specialize in financial services and business-to-business, writing a wide range of blogs, articles, whitepapers and other types of content for organizations in these industries. To do my job, I have to be aware of what’s going on in these areas all the time. This requires regularly reading industry publications and websites.

2. Always be looking for new topic ideas. This is a never-ending task because good content marketing programs present a never-ending need for new topics.

The key is making tip #1 a priority. If you’re doing a good job of regularly reading industry resources, generating new topic ideas will be much easier. Keep one or more idea files active at all times, whether they’re old-fashioned manila folders or electronic folders stored on your computer.

3. Put your own spin on topics. Great content creators do more than just rehash material they found by Googling a topic. And they do much more than just curate content written by other people.

The best content creators add value by enhancing topics with their own unique angle and perspective. This is the best way for your content to stand out from the crowd and position yourself and your organization as industry experts.

4. Learn how to reinvent the wheel. “Don’t reinvent the wheel” might be good advice in some situations, but not when it comes to content creation. One of the keys to churning out quality content on a consistent basis is learning how to write about the same core topics over and over again and still keep the content fresh.

I’ve specialized in the financial services and business industries for my entire 30-plus year career. At this point, there are few if any financial and business topics I haven’t written about before. So one of my biggest challenges is figuring out how to make the one-hundredth article I’ve written about boosting your cash flow fresh and relevant.

5. Never stop improving your writing. Becoming a great content creator is a process that never reaches a final destination. Trust me, you’ll never reach the point where you can kick your feet up on your desk and say, “I’ve arrived. I can never be a better writer than I am right now.”

Always strive to be a better writer. Maybe this means taking some professional writing courses. Maybe it means finding a writing mentor who can help nurture and develop your skills. For sure, it means writing, writing and writing some more — even when you don’t feel like. Especially when you don’t feel like it!

It’s Not Going Away

In the 10 years since I became a full-time freelance writer, I’ve watched content marketing go from an afterthought to an integral part of most marketing campaigns. And I don’t think it’s going away any time soon.

This makes it critical to sharpen your content creation chops. Print out these 5 tips and keep them handy to help you become a better content creator.

6 Great SEO Stats and What They Mean to Your Business

About a year ago I wrote a blog I titled “The State of SEO Copywriting in 2017.” I made the point that search engine optimization (or SEO) changes so fast that successful marketers can’t afford to sit still when it comes to staying abreast of the latest SEO trends and developments.

Given the importance of SEO to most marketers and copywriters today, I figured it’s probably time to talk about SEO again. And I found a pretty cool resource with a whole bunch of useful information about SEO and online marketing.

SEO Stats and Takeaways

The resource is an extensive info-graphic titled “55 Must-Know Things for Small Business Website SEO.” Here are a few of the most useful tidbits I pulled out of the info-graphic, along with my takeaway:

1. Google is by far the most popular Internet search engine, accounting for 81% of all desktop search traffic. Bing is a distant second at 7% and Yahoo! is less than 5%.

I guess this isn’t surprising when you consider that the word “Google” is now synonymous with Internet search — and has even become a commonly used verb (as in, “just Google it”). However, it’s still eye-opening to see how Google completely dominates the industry.

Takeaway:Plan your SEO and online marketing strategies on the assumption that most searchers are using Google.

2. Before making a purchase, nine out of 10 people start the buying process via Internet search. Meanwhile, eight out of 10 people research a company online before doing business with it. And just two out of 10 people scroll down beyond the fold on the first page of search results.

Takeaway:Ranking high in the search engines and having a vibrant web presence is really, really important for most businesses.

3. Just 17% of small businesses say they’re investing in SEO while only 25% say they’re investing in online marketing. And 71% say they do their own digital marketing instead of outsourcing it to experts.

Takeaway:Most businesses have a long way to go if they want to take advantage of all the possibilities offered by SEO and online marketing.

4. Eight out of 10 marketers believe their SEO marketing efforts are at least “above average.”

Takeaway:There’s a serious disconnect between what businesses thinkthey’re doing right from an SEO perspective and what they’re actuallydoing right.

5. Four out of 10 people use their smartphones exclusively for search. However, only about half (56%) of small businesses said their websites feature responsive design so they load properly on smartphones.

Web searchers have even less patience for sites to load on their smartphones (they’ll give them two seconds) than they do their desktops, where they’ll give sites three seconds to load. And if a site doesn’t load properly on their phone, about half of searchers (46%) never go back.

Takeaway:It’s critical that websites today feature responsive design so they load properly on smartphones and other mobile devices.

6. When it comes to SEO tactics, 57% of marketers rank content creation as the most effective. This is followed by keyword research at 49%, social media integration at 39% and link building at 36%. Interestingly, content creation is also considered to be the most difficult SEO tactic.

Takeaway:If you want to improve your SEO results, you should probably focus most of your attention and resources on creating relevant, high-quality content.

Just Do It!

I’ve written extensively about the importance of content marketing as part of an overall SEO strategy. So I’ll wrap up this blog by reiterating what I stressed in a blog at the start of last year: When it comes to content marketing, you need to Just Do It!

There are lots of different components to a content marketing program: blogs, whitepapers, e-books, case studies, info-graphics and newsletters, to name a few. It’s easy to get overwhelmed with all this, so it’s usually best to start off with one or two components and grow your program over time.

But always remember the most important thing with content marketing: consistency. Publishing a blog once or twice a year or throwing an occasional whitepaper or case study up on your site when you “have time” to create one is a sure-fire recipe for failure.