You’ve accomplished the most difficult and significant part of the job, you’ve acquired email addresses and built a subscriber database. Are you taking advantage of the invaluable resource or have you let your subscribers forget about you?
Subscribers get neglected for many reasons:
Business owners run out of content ideas.
The system isn’t as automated as it can be and communicating with subscribers takes too much time.
The automation is a process that can be easily implemented. Find a database management and autoresponder system and let it go. You can then create a year’s worth of content, schedule it and then let it go. Your subscribers needs will be met and you’ll be taking a huge step toward increasing your company’s bottom line.
Running out of content ideas is another issue altogether. There are a number of solutions.
Hire a ghostwriter. Let’s face it; if you’ve been writing your own content for some time, you’re going to start repeating yourself. It happens to everyone – even professional writers. Sometimes it takes a fresh mind and a fresh voice to find new ideas. A ghostwriter may be able to present a wealth of new topic ideas so you can continue to deliver value and benefit to subscribers.
Mix up the offerings.
Articles and newsletters are great but they’re not the only red jelly bean in the bag. There is a wealth of content offerings to consider:
* Email courses
* Online seminars
* Case Studies
* Expert interviews, audio and/or transcripts
* Surveys and quizzes
The list goes on and on. Additionally, mixing up the type of content sent to subscribers will keep them interested in your company. Everyone has their own content preferences, some people prefer to read, and others love to watch videos. When you offer a mix of content, you make sure everyone gets what they like.
How much is too much?
The big question for many business owners is how often should I communicate with my list? The answer is, it varies. Experts recommend no more than twice a week and certainly at least once a month. However, the key is to communicate with them as frequently as you promised. If they signed up for a weekly newsletter then by all means honor it and send them a weekly newsletter.
Consistent communication with your subscribers keeps them thinking of you. Timing is everything when it comes to making a sale. If you’re in regular communication with your prospects, chances are your timing is going to hit the target frequently. If you allow them to forget about you, they may fill their need for your products and services elsewhere. Don’t let them do that! You’re the best solution for their needs, right? Make sure they know it too.
Julianne Alvarez-Wish is a military wife, mother, homeschooling mom, business owner, professional writer, blogger, nature photographer and legislative advocate. She is the Colorado State Leader for the National Association for Moms in Business and the owner of The Wish Place. She is the Colorado Springs Stay-at-Home Mom Examiner for Examiner.com. She also blogs at A Wishful Thought. Her passion, purpose and goal is to help parents work from home so they can be home with their children.