For kids, summer always means either vacation or summer school. For business, summer means trying to get work done when everyone else seems to be on vacation or when you are just yearning to be outside enjoying nice weather. It is often hard to stay productive.
For me, staying productive in the summer means setting small goals, like sending out this newsletter or posting to my blog at least once a week. Attending networking and professional development events is also a good way to feel that you are using your time wisely. (Here's a link to a write up from a content marketing PD event I attended.) What do you do to stay productive in the summer?
As I mentioned in the last newsletter, I was honored to be included as a speaker at the PRSA Mid-Atlantic District Chesapeake Conference in June. In case you wanted to learn more about how to make your blog a centerpiece in your social media strategy, you can access my presentation on SlideShare.
Currently, I am working on re-tooling my How to Write Your Blog workshop, and hope to present it in the fall.
Here's to being productive and enjoying your summer!
Deborah
How good is your newsletter?
With all the talk that email is dead, you would think someone would tell the marketers. The fact is newsletters are still a primary form of communication with your customers. Since newsletters must be opt-in in order to fulfill the CAN-SPAM rules, it also means that people who are getting your newsletter want to hear from you.
Not all newsletters are created equal. Some are better than others. The best ones contain the news and information customers want. So, before you start or revamp your newsletter, figure out what type of information your customers really want and need from you.
Here are some other considerations for your newsletter:
1. Is it topical? The more current, the better. 2. Is it consistent? Clearly, consistency is helpful or else, you look haphazard. 3. Does it contain actionable information? Is there a special offer or a great tip? People love tips, how-tos and other useful information. For stores, actionable information may be when the sales are on or when new product shipments arrive. 4. Is it responsive? Lately, I have noticed many newsletters are NOT responsive, that is, they cannot be read easily on mobile devices. As more and more people go mobile, it is imperative that your newsletter go along with them.
For many organizations, the biggest challenge to having a newsletter is creating the content. If you have a blog, why not use your blog content as newsletter content? You can use an RSS-to-email feed, where your newsletter will be composed of your last several blog posts, on a schedule you determine. Only a couple of the major email marketing companies allow this option, one of them being MailChimp. (Thanks to Diane Danielson for this tip.)
Workshops and presentations
The next How to Write Your Blog workshop has not yet been scheduled.
I am also available for on-site and one-on-one specialized training on blog writing. Please contact me if you are interested in obtaining details.
Communications tip: Soliciting feedback
Every business should have a way of getting feedback. Without feedback, you have no idea what is working and what is not. Whether you have an electronic survey, a closing interview or a mail-in response card, you must have a set way of getting feedback. Figure out what you would like to measure: performance, level of service, level of satisfaction, areas for improvement. Make sure you are asking your customers in a neutral way. Have a third-party check over your questions to make sure you are asking the right questions in the right way.
Deborah Brody Marketing Communications Services
▪ Communications and social media consulting ▪ Communications and social media audits ▪ Writing and editing of marketing materials ▪ Specialized training and workshops
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