PROBLEM:
“Company Q” lost a major client and needed to replace it/them. The owner had a list of potential clients’ email addresses, which she had collected from classes and presentations she gave about her area of expertise. She thought a monthly e-newsletter might be helpful, since she was unable to predict exactly when potential clients might need her services, and wanted to keep her business top of mind.
SOLUTION:
We made the monthly e-newletter process easy by:
- Creating a template in Vertical Response
- Uploading the email list [well, this is kind of condensed in time…]
- Recommending a communications strategy (give away useful information, time topics to fit clients’ seasonal needs, link to informative “white papers” on her website, include humor to lighten a technical subject).
- Helping the client develop an editorial calendar, so she could plan a variety of topics for her monthly communications and time them appropriately.
- Assisting with copywriting and project management for the first few newsletters, until the client got the hang of doing it herself.
- Teaching the client to upload and send the newsletters in Vertical Response herself, so she had flexibility and low cost.
- Uploading copies of past newsletters to the client’s website, to encourage site visitors to sign up for the free newsletter.
- Revising the site layout, so the free newsletter signup button was more prominent.
- Providing ongoing technical, editorial, and strategic support on an as-needed basis, so the client had complete control over costs but could still get the job done.
RESULTS:
- Newsletter is going out on a regular basis, providing vehicle for ongoing client communications and keeping Company Q top-of-mind
- Email list is growing
- Website traffic is increasing
- Company Q is positioned as go-to expert
- E-newsletter, website, and classes all work synergistically to showcase Company Q’s expertise
- It’s just a matter of time until she gets a new client, right? ;-)
