Must-haves for Professional Practice eNewsletter Success
Repeated communications with your clients or patients by way of an eNewsletter will keep your practice top-of-mind and help you stand out from other professionals in your field. Here are four must-haves to make the most of your professional practice eNewsletter:
The task of consistently developing compelling and valuable content can seem overwhelming to many professionals. But by asking yourself a series of simple questions, you may find that ideas begin to flow easily. Ask yourself:
- What information can I share that will educate my clients or patients?
- What information can I share that they will find useful?
- What are the latest updates in my industry or field that they should know about?
- Are there relevant ways for readers to engage with my practice this month?
- Does this information subtly point back to my practice, so readers know we are a trusted resource for them?
In developing this content, remember to avoid technical jargon and make it easy for readers to grasp key ideas. Your eNewsletter shouldn’t be something your clients or patients labor to read, but something they can quickly skim and learn from, and that leaves them with a favorable impression of your practice.
Call to action
Professional practice newsletters should be client or patient focused. They shouldn’t be overly sales oriented, but rather, education oriented. That said, we strongly recommend that you consider a call to action in every newsletter. The call to action might be an invitation for readers to contact your office to learn more about a topic discussed in the newsletter, sign up for a seminar or workshop, or take advantage of a limited-time special offer.
A newsletter that goes out sporadically will never have the impact of a sustained and scheduled program. Stopping and starting is not advisable. Instead, you should be thinking regularly about content for each newsletter, whether it’s sent monthly or quarterly. Aim for at least quarterly contact with your newsletter recipients.
Knowledge about your audience
You can’t effectively reach your audience if you don’t know their concerns, issues, fears, frustrations and victories. The good news is that because your audience consists of your clients or patients, you probably have a very good idea of what matters to them. If you have many different types of clients or patients, you may consider segmenting your newsletter. For example, you may offer services for corporations, as well as for individuals, and the needs of these audiences are different. The more relevant the content for your particular audience, the better.
For more information about professional practice marketing with an eNewsletter, contact us today.
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