By Tricia Allenson
Earning and maintaining Top of Mind Awareness (TOMA) in your clients’ minds reigns supreme as the common goal shared by every single business owner and professional, across every single industry. Whether you’re running a Fortune 500 company, or you’re an independent professional, your success will be dictated by whether customers think of you, when they—or someone they know—need or want your product or service. That’s just a fact.
By now you may be thinking:
“How on earth am I supposed to stay Top of Mind all year long?”
We’re glad you asked:
You’re going to send your database a newsletter every month.
Not just every quarter.
Not just around the holidays.
Not just during certain “peak” seasons in your industry.
You’re going to send a newsletter once a month, every month.
All year long.
Why Isn’t a Quarterly Newsletter Enough?
Consider for example, you’re a real estate agent. You’ve set up a marketing plan wherein you send a quarterly or seasonal newsletter or email. Let’s assume your newsletter goes out on the first of month. If you are a real estate agent for example, Isn’t it reasonable to expect that at least SOME of your clients will experience a significant life event in the next 89 days? Consider the previous client who learns they are going to be transferred in their job, 60 days after receiving your newsletter. Or the family that has just had another baby, and now needs a bigger home. With everything else they are thinking about, is it likely they are going to remember you from your newsletter two months ago? Nope.
So, you need a monthly newsletter is because a lot can happen in a few weeks, let alone months.
Why Is a Monthly Newsletter Better?
A monthly newsletter enables you to provide timely, topical, useful information resulting in near real-time marketing. In contrast to a quarterly newsletter –where you’re forced to convey a general, generic, or evergreen message—a monthly newsletter positions you as the business, or professional who has their proverbial finger on the pulse of today’s market, and consumer demands. As an added bonus, monthly newsletters give you the opportunity to repurpose your content on social media, or update your website blog each month.
What If I Don’t Have Anything to Say Every Month?
The beauty in sending a monthly newsletter is that you don’t have to say a lot. And you definitely don’t have to try to cram three months’ worth of information into one newsletter. In other words, your monthly newsletter can (and frankly, should) be snappy, and to the point. After all, chances are your audiences doesn’t want to read three months of updates, or information, anyway. So, relax. You don’t need to spend hours agonizing over writing articles, or selecting content. If you’re struggling with ideas for content, consider sharing and/or weighing in on a relevant article you’ve read. Share a study, or data that has come out. Introduce your database to someone on your team, use a testimonial or success story, or client spotlight.
Also, keep in mind that there are all kinds of marketing professionals (Oh, hi! We’re Limelight!) who are available to help you strategize, write, design and distribute your newsletter. You don’t have to do it alone. But you do have to do it every month.
How Do I Get Started with Monthly Newsletters?
Pick up the phone and call us at 952-212-7598, or fill out this unbelievably simple form, and we’ll get back to you in a jiffy.