Communicating effectively with your clients is vital, from the moment you begin to do business together. It’s well known that it takes much more time, effort and money to win new business than to develop your existing accounts, so keeping in close contact with your customers can help you save money as well as grow your business!
Okay, so you know you need to communicate, but how to go about it. Newsletters can be a great way to start, giving your customers regular updates on your products and services as well as the latest industry news. By far the biggest mistake companies make when putting together their newsletters is to forget to make it interesting.
Okay, so you’ve built an extension on the warehouse and changed the colour of the blinds in reception, but are your customers really going to care? Put yourself in their shoes. You get a newsletter through the post or by email. What would you want to see in it? Try to make it interesting and exciting to receive.
From a design perspective, your newsletter should be in line with your corporate branding, with a consistent look and feel. Don’t try to cram too much in. You can create something much more readable by using big, high quality pictures and lots of white space. If you’re sending the newsletter by email, this is even more important. You have seconds to get their attention and make them want to read. Keep it short and keep it relevant!
As well as the tried and tested newsletter, there are so many other engaging ways to keep in contact with your customers today, from podcasts to online videos. The important thing is to use the right medium for what you want to achieve. There’s little point taking the time to record a podcast of your latest product release as who wants to listen to a sales pitch on the morning commute? Much better would be an industry update or a discussion between two experts on the future of your sector. Similarly, videos by their nature need to be visual. A clip of one of your team sat in the office reading from a script is unlikely to get noticed, but if you’re demonstrating how to use your latest product or acting out a scenario it can be very effective. Have fun with it, be creative and you’re more likely to get results.
As well as being able to help you put together an attractive and effective newsletter, we can help you experiment in new ways to keep at the forefront of your clients’ minds. If you’d like to find out more, please get in touch.