Newsletters not only help you attract new clients, but they can also help attract media to your business.
Think about it. You probably subscribe to someone’s newsletter because you want to receive their insider tips and be updated about any news on a regular basis. You want the latest scoop before everyone else who isn’t on their subscriber list.
The media are just like you: searching for the next big news item and trying to get it down in print before someone else does. When filled with the right content, your newsletter can be just the thing that a journalist needs to write their next article, or consider you as a source for their next story – leading to a possible media hit for you.
Here are five ways that newsletters can be used to your PR advantage:
1. Become the expert
Most newsletters have a “letter” section where you can talk to your subscribers about anything- insider tips, a hot button topic, etc. Use this section to talk about something that shows off your industry knowledge and establishes you as an expert in your niche.
2. Pitch the media…without pitching the media
Newsletters let you share company news on a regular basis without having to write a formal press release or pitch.
3. The long reach
You never really know who’s subscribed to your newsletter. It may be a journalist, a blogger or even a friend of a niche influencer who decides to pass on your newsletter one day. A company I co-founded several years ago was included in someone else’s newsletter and a reporter from Maclean’s Magazine (a national magazine like the “Newsweek” of Canada) was subscribed. The reporter then called us for a story and after the story appeared – we attracted a buyer and then sold the company!
4. Follow up, follow up
Newsletters are a great way to follow up with a reporter you’ve met and keep in touch with them. Send them an e-mail following your meeting, share with them your latest newsletter as a way to give them more information about you and mention why you’d think they’d find it handy.
5. Increase the number of eyes on your website
You always want to get more people looking at your website, which increases your chances of a sales or PR conversion. Pepper your newsletter with a few “go to my company site to learn more” links and get those eyeballs there.
How do you use your newsletter in your marketing or PR efforts? I’d love to hear your suggestions and experiences in the comments below or send me a message via Twitter or Facebook
Photo Credit: DTM Software
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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I never had in mind that newsletters can be the perfect indirect way to reach the media. But I believe that for a website to have the capacity to capture the media’s attention, it must at least have a certain audience and quality content which will make it stand out of the crowd, or at least content which is of interest to the media.
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Great article, but I’m wondering if the term “expert” would turn some people off?
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If you’re truly an expert at something – then you’ll have the credibility to back it up
The most important thing in newsletter success is to follow up your leads and make them trust you, so that they follow your recommendations in the future.
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Insightful article about using your newsletter to gain media exposure! I currently use my newsletter as a great follow-up tool for those who’ve subscribed. I think the most important thing about it is sending it regularly enough to maintain top of mind awareness with potential customers and develop relationships and trust with subscribers.
I’m going to start following up press release distributions with links to my newsletter – good tips!
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There may be some thing wrong with your RSS feed. You should have a web developer have a look at it.