How to Publish a Financial Services Newsletter
Savvy finance services marketers rely on staying on top of the mind with their prospects. The best tool for this is a smartly written newsletter. Newsletters are an excellent strategy because they establish your credibility and are often kept for reference by your prospects.
In this short article, we’ll discuss how to find relevant content for your newsletter, the best way to publish it and most importantly how to convert your newsletter readers into active clients.
Where Do I Get Content?
Since your newsletter is meant to educate your prospects about your services, much of your content can be repurposed from your current marketing materials. Also, take a moment to brainstorm topics that speak to your customers core problem. List these topics and create a brief outline for each of them. If you feel comfortable with your writing skills you can flesh out these topics as separate articles. If your not a writer consider using one of the online freelance sites to find a dependable writer to turn your content into newsletter articles.
Should I Email It or Mail It?
This decision depends on your budget. I prefer email because it is fast and inexpensive. Once you’ve established a process, you can publish a monthly email newsletter for less than $100/month, less if you write the newsletter content yourself.
On the other hand, printed newsletters have higher perceived value with your prospects. They are also less likely to be ignored by your prospect. In the finance services field, printed newsletters generally perform better than email. However, I recommend you test and evaluate the effectiveness of your newsletter before making a final decision.
How Do I Convert Readers into Clients
This is where the rubber meets the road. While educating your prospects is wonderful, your newsletter still must pay its own way. You should carefully consider how to turn your readers into hot leads from the onset.
One simple but effective strategy is to consistently lead of each newsletter with a Free Consultation offer. Another proven tactic is to include a call-to-action in your “Author Byline” to contact you for a Free Consultation.
When a prospect requests a free consultation, be sure to ask them if they receive your newsletter. This will give you an idea of how the effectiveness of your newsletter.
Publishing a newsletter can feel daunting at first. However the payoff is high and the work involved can be easily outsourced. The important part is to get started. The financial services professional with a consistent, well-crafted newsletter will have an important and lucrative competitive advantage in any market.
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