Marketing rules and tactics for providers of professional services (such as accountants, attorneys, physicians, and dentists) are often different from those for product and service marketers.
Because reputation is everything for professionals, their most effective marketing programs use a dignified tone—and a modest frequency. Moreover, the audience for providers of professional services tends to be averse to gimmicky messages.
No matter how rapidly the marketing world changes—how quickly our tactics and tools evolve—some things remain the same: Quality content that educates and otherwise has an impact is certainly not outmoded.
Nowhere is that truer than in the marketing of professional services—and it is a key driver of the ongoing relevance and effectiveness of newsletter marketing.
Blogs, emails, and newsletters are everywhere, but they are not all created equal. The good ones inform clients or patients and build brands for the professionals who distribute them.
Here are seven ways and reasons newsletters―when executed properly―work exceptionally well for services professionals, even today.
1. Loyalty reigns supreme
Client or patient acquisition is front and center for many marketers. It’s what keeps us up at night and consumes our thoughts during the day. But as important as an acquisition is, it’s not more important than loyalty. Every serious brand or professional service provider needs at least one initiative to build client loyalty.
With newsletters, the primary subscription base consists of past and present clients or patients. Newsletters help build relationships, and it’s those relationships that keep clients or patients coming back.
The reality is that good relationships are the basis for building referrals. Newsletters reinforce loyalty—as long as they regularly offer valuable and useful content.
2. Build essential credibility
The panacea is to be perceived as an authority. Newsletters provide solid content that demonstrates your expertise and serves clients by providing easy-to-digest useful material that readers consider valuable.
When you communicate valuable information to your audience, it considers you an expert. A law firm’s newsletter, for example, may contain articles about a recent tax case or new administrative rules regarding overtime pay. Even if a reader doesn’t have an immediate need for this particular information, the firm is planting a seed for the future.
Issue after issue, newsletters portray you as the area’s…
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