Why Newsletters Are Your Secret Weapon
If you're a contractor struggling to organize communication, if you miss out on follow ups, and “touching base” with your most valuable assets because you just “get too busy”....
If you want to generate repeat business and referrals– laying hold of an average of 40% more revenue – through consistent communication….
You clicked on the right article. In the next 2 minutes you will see the best – most cost effective – time-conservative– greatest bang-for-your-buck method for staying in touch with your high value clients and attracting new – jackpot prospects.
Hi, I’m Jessica copywriter for specialty contractors– with specific expertise in newsletters and content strategy writing services. If that’s something you’re interested in – Let's talk about it Here.
By now, you’ve probably heard about all the reasons you should be sending a newsletter.
Maybe you already have a newsletter and just need to inject a little fire to really get it working for your business – bringing in the leads, nurturing the prospects, and attracting and retaining skilled labor.
Any audience you have who you want to regularly keep in contact with is ripe for a newsletter. Constant contact improves relationship dynamics with everyone, it builds trust with your brand, and helps you convey important information – be it
Opportunities for crews and partners that increase work-life satisfaction and employee retention
Updates in certifications and credentials that build trust in your brand, or
Reminding your existing and past clients of your capabilities and encouraging repeat business and referrals.
The audience varies depending on your goals – but what doesn't change is your need to put your message front and center – to show your value and expertise, keeping you top-of-mind amid distractions and get them to take action!
Top 5 Benefits of Newsletters for Businesses
Sending a regular newsletter offers several benefits for any business – but it’s the secret weapon for specialty contractors that can make the difference and help you really stand out.
They Keep your company top-of-mind: By consistently showing up in your subscribers' inboxes, you remind them of your services and expertise. You don’t have to worry about being annoying – because they choose to sign up for your updates! And because you don’t over-sensationalize and hype your subject lines – your promise are honest and your readers are not put off by your genuine concern for their success. This “slow-burn” works, because when they need a construction partner – 2 weeks or 2 years down the road – you'll be the first company they think of.
Showcases your work: Your specialty newsletter is a great place to show off your latest projects and case studies. Positive remarks always sound more valid when coming from someone else’s mouth. It’s a win-win because you get the chance to spotlight their business too (It can even become a source of revenue later on down the road as your list grows and the space becomes more coveted). By highlighting your best work, you can attract new clients and partners. This also helps to keep a running tally of fresh testimonials and feedback from your clients to encourage future prospects in unique situations.
Positions you as an industry leader: By sharing your knowledge and insights on industry trends and best practices, you establish yourself as a thought leader in the construction space. This is actually much less complex than it sounds. You are already neck deep in the trenches of your industry – and you ARE a leader. You only need to translate that technical jargon into language your prospects – who are not in your industry niche– can understand. Newsletters are a way to broadcast your voice to a following of decision makers who you can help. This helps you win more future business and command higher rates.
Improves employee engagement: For specialty contractors – newsletters aren't only used for external audiences (developers, property owners, firms, etc). They are great retention tools for top-tier talent. By enhancing multi-directional communication– newsletters make it easy to Share updates and keep employees informed about company developments, project milestones, and upcoming initiatives. This transparency builds trust and loyalty with your employees and subcontractors. You can also use them to spotlight employee achievements and team successes, reinforce values, realign goals and share news from other departments.
Drives traffic to your website: I always suggest your newsletter structure include a section for original articles – published by your company. This works on growing your thought leadership, originality as a brand and drives traffic back to your website. When you include these keyword infused, copywritten solutions to your prospects biggest conundrums (as it relates to your work) you create opportunities to link back to your website within your newsletter. This is a trackable metric you can use to direct more traffic and generate leads for your business.
Are you ready to grow your business with strategic newsletters– sent on time? Check out my other articles about how to do it –
how to come up with a content strategy, how to come up with topic ideas, the perfect newsletter structure,
Or reach out to me directly with any questions.
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