Jen, one of my e-newslettter readers, wrote last week to ask which is better, blogs or e-newsletters. I gave her my stock answer (see below), although frankly, as I reread it today, I think the technology is a little bit beside the point.
As a solo professional, I think the question is, how can you systematically, position yourself as expert, stay in touch with your existing relationships, build trust, attract the “right clients” while filtering out the “bad clients,” find your voice, and not spend too much time or money in the process? For me, E-Newsletters fulfill all that and more. But if you find you can get most of these things done using some other approach (blogs or whatever), I think you’re on the right track.
Here’s my response to Jen…
Good question. Three big advantages of a newsletter over a blog as a marketing tool for professional service providers (my focus):
– A newsletter is an email; a blog is a web site. Emails arrive in the inbox, the place all of us check constantly. If you put your stuff on a web site, I may never go back. Yes, people can subscribe to your blog, although I guess at that point it becomes an e-newsletter.
– A newsletter has a schedule (monthly usually); a blog doesn’t. Just publishing monthly on a schedule is the hardest part of having a newsletter for my busy professional service clients. Telling them that they can now publish whenever they feel like it is like telling someone that their gym is now open 24 hours a day… most people have trouble just getting in there twice a week. So the lack of a schedule isn’t an advantage, it makes it harder to do (witness how many blogs start strong and then fizzle out to nothing). And frankly, even if you did publish twice a week, who really wants to read all that anyway?
– Newsletters are about strengthening relationships with the people you already know — it’s relationship marketing on a larger scale. I’m not (particularly) interested in boosting my Google rankings, the key benefit of blogs that’s always cited. That’s fine if it happens, but way too random and in terms of a strategy, I ignore “strangers.” The best clients are those who know you over a long period of time and one day call.
Thanks for getting me thinking, Jen!