Why You Want to Have a Company Newsletter

Welcome to this month’s edition of the Ask a Fractional CMO newsletter - where NIM’s Fractional CMOs Jen Kelly & Nicole Croizier answer the most pressing marketing questions from B2B leaders. If you have a question for us, submit it HERE.? ?

This month, we’re tackling a question: Why Would We Want to Have a Company Newsletter?”

Newsletter Engagement and Customer Relationships

When we talk about newsletters in a business context, we are referring to communications sent out to the public — specifically to customers, leads, and individuals who have already shown interest in your company. These recipients have typically:

• Purchased from you in the past or are current clients.
• Signed up for your newsletter on your website or during an interaction at an event.
• Engaged in conversations about your products or services but are not yet ready to buy due to timing or being outside of the buying cycle.

The Value of Newsletter Subscriptions

It’s essential to recognize that not every individual you encounter is ready to make a purchase on day one.

Your website may have attracted them, they may have downloaded resources like eBooks or guides, or perhaps they attended a talk or podcast where you were featured and that is how they learned about your company. Still, they might not be ready to make a decision yet, this is where a newsletter proves its worth. By signing up for your newsletter, these prospects ensure they remain connected with your company, even if they're not ready to buy right away. The newsletter keeps you top of mind, providing regular, valuable content that reinforces your position as a trusted expert if your content is on point (more on this later). For instance, someone who downloaded your material months ago may have forgotten about it in the rush of their daily work. However, your newsletter arriving in their inbox can act as a reminder and rekindle their interest in your offerings.

Newsletters vs. Social Media

A critical distinction between newsletters and social media is control. Your email list is an asset that your company owns — you have the right to communicate with subscribers who have consented to receive your content. Social media platforms, while powerful, operate under external algorithms and policies that can change at any time, potentially limiting your reach or cutting off your access altogether. We've all heard stories of businesses losing access to their social media accounts unexpectedly, leaving them unable to communicate with their audience. With a newsletter, you maintain continuity regardless of what happens on social media. You control the frequency and content of your communications, ensuring that your message consistently reaches your audience.

We're very serious about this topic!

Continuity and Timing

Speaking of continuity, another benefit of email newsletters is the timing. While social media operates 24/7, you cannot guarantee that your posts will be seen at the perfect time by your target audience. People may miss your content due to the flood of information in their social feeds, not being online at the time of your post or not being on your favourite channel, and are instead on their favourite social channel (more on this later too). In contrast, email is a more direct line of communication — one that people check regularly. It ensures that you reach your audience in a more controlled and intimate way, increasing the likelihood that your message will be read and absorbed.

What is Considered "News"?

A common misconception is that a newsletter must always contain major company announcements or product launches. While these are undoubtedly important, there are many other newsworthy items you can share. Such as:

• Educational information - the "how to" of your product/service
• Your insights about industry trends or an opposite point of view
• Answering frequently asked questions - just ask your sales team

These can all provide value to your audience. Remember, your subscribers are not as familiar with your company’s operations?as you are. What may seem mundane to you might be new and informative for them. Repeating key messages or answering common questions in various ways and different formats?can be incredibly helpful, as different explanations resonate with different people. Don't forget to repeat - your clients and customers are busy with their own lives, companies and deadlines. By the time you've said it eight times, they may just be hearing it for the first time. Don't stop just because you get tired of your own marketing.

Showcasing Expertise

Attending industry events, trade shows, or seminars can also be great content for a newsletter. Even if you’re not key note speaking at these events, sharing what you’ve learned demonstrates to your customers and prospects that your company is staying at the forefront of industry developments. This reinforces your position as a knowledgeable?professional.

Engagement Matters

You don’t need a massive list to start a newsletter. Whether you have 9 subscribers or 9,000+, what matters is how you engage with them. Some of the most successful newsletters started small but focused on nurturing those early relationships into loyal customers and advocates. The people already on your list are often your biggest supporters. Staying top of mind with them can lead to repeat business and valuable referrals. Even if a prospect has yet to make a purchase, regular communication through your newsletter positions you as the company they remember when they are ready to buy.

Newsletter Format

When it comes to formatting, there is no one-size-fits-all approach. Newsletters can range from simple text emails to highly designed, visually engaging formats. The key is to tailor the design and content to your audience’s preferences. Some audiences might expect something more visually striking, while a scientific or engineering audience may prefer clear, straightforward communication. Every audience is different, don't be afraid to test what works for yours.

Tracking Success

One of the advantages of email marketing is the ability to track engagement. Key metrics to monitor include open rates, click-through rates, and unsubscribes. While it's natural to focus on the number of opens and clicks, don’t underestimate the importance of a low unsubscribe rate. If your audience consistently stays subscribed and engages with your content, it’s a sign that your newsletter provides real value. A well-crafted newsletter is an essential tool in keeping your company top of mind, building trust, and nurturing leads over time. Whether you’re communicating with 9 people or 9,000, consistency and relevance are the keys to making it work. If you need some help getting started, contact us.

Founder's Lunch - September 2024

Our monthly Founder's Lunch brings together a select group of business leaders for a relaxed, private meal. With only a handful of attendees each month, this gathering is a unique opportunity to connect with fellow founders who understand the challenges and rewards of running a business.

The atmosphere is designed for open conversation—whether you're sharing experiences, seeking advice, or simply expanding your network with peers who genuinely get it.

The relationships formed here have the potential to lead to new partnerships, ideas, and support from those on a similar path. Want to join the next one? Let us know here.

When Is The Time to Hire a Fractional CMO?

So when is the right time to engage a Fractional CMO? Here are some of the common signs that your B2B organization might find itself in a position where it’s time to engage a Fractional CMO:

1. Growing fast! Navigating uncharted growth phases: As you navigate growth, you might encounter uncharted waters. Rapid expansion, entering new markets, or scaling operations can stretch your marketing capabilities. Engaging a Fractional CMO provides access to seasoned expertise that can guide your marketing strategies through unanticipated challenges.
2. Stalled growth! Overcoming revenue plateaus: Revenue plateaus can be frustrating for any business. If you’ve hit a ceiling in terms of revenue growth, a Fractional CMO can inject a fresh perspective and new strategies. Their insight into market trends and revenue-focused approach can help you break through stagnation and chart a new growth trajectory.
3. Price Pressure! Enhancing sales efforts: If you’ve grown your company primarily on sales-led initiatives, you eventually reach a sales plateau that’s hard to move past by making more sales calls or hiring more salespeople. This is a sure indication that it’s time to invest more seriously in marketing to boost your sales efforts by bringing in more leads, bringing in leads that are more qualified, or qualifying your leads through strategic marketing.
4. Make it work better! Elevating marketing impact: If your ad-hoc marketing efforts haven’t been yielding the desired impact, it’s time to reassess your strategy. A Fractional CMO can review your existing initiatives, identify gaps, and introduce innovative approaches that rejuvenate your marketing campaigns and resonate with your target audience.
5. Tame the chaos! Integrating ad-hoc marketing: If you’ve been using marketing contractors or agencies here and there for ad-hoc campaigns to support your sales efforts, a Fractional CMO can help you integrate and streamline all of your random acts of marketing into a more strategic approach that is aligned with your business goals.?
6. Too much change! Managing transformational shifts: If you’re going through a period of change in your organization, such as product diversification, organizational restructuring, or digital transformation, you likely need the support of adaptable marketing strategies. A Fractional CMO with experience in navigating such transformations can provide insights that guide your marketing through these changes.
7. Enter the experts! Leveraging specialized expertise: Introducing new products, entering a niche market, or targeting a specific industry often demands specialized expertise. A Fractional CMO with relevant industry experience can craft strategies tailored to your unique needs, ensuring your marketing efforts align with the intricacies of your target audience.
8. What’s new! Reinvigorating stale initiatives: If you’ve been relying on the same marketing strategies for a while, it’s natural to see diminishing returns. A Fractional CMO can revitalize your marketing initiatives, introducing innovative ideas that capture your audience’s attention and rekindle engagement.
9. Fresh eyes! A third-party perspective for existing marketing leaders: For B2B organizations with a senior marketing leader already in place, such as a CMO, VP of Marketing or Marketing Director, it’s easy to get busy and overwhelmed with the day-to-day demands of marketing and it can be tough to allocate resources to reviewing or updating the marketing strategy. Plus, over time you become closer and closer to the business, and it can be important to get a neutral third-party perspective. A Fractional CMO can be an ideal option for either of these scenarios.
10. Sharing wisdom! A senior leader & strategic guide for junior marketing teams: If you have a marketing team of junior professionals or a single marketing person on staff who could benefit from working with a more senior strategic marketing leader, a Fractional CMO is an ideal option to bring in needed strategic thinking and senior-level marketing guidance to help your junior teams thrive.
11. Who’s on first? Guiding resource allocation: In a resource-constrained environment, making the most of your marketing budget is crucial. A Fractional CMO can help you allocate resources strategically, ensuring that your investments yield optimal returns and contribute directly to your business objectives.

Is a Fractional CMO Right for You? If any of the points above resonate with you, it might be time for you to engage a Fractional CMO. The best part is Fractional CMOs offer flexibility and expertise without the long-term commitment and expense of hiring a full-time CMO. You access high-level marketing guidance without the need for a permanent executive-level hire. Best of all, you get the instant senior marketing leadership you need, now.

We encourage you to schedule an Ideal Next Steps call to see if a Fractional CMO is right for you. Just reply to this newsletter and we can set up a time to talk.?

Book a Complimentary Marketing Strategy Consultation Now:

What to expect:

• 30-minute call on Zoom
• No need to know exactly what marketing help you need
• If you know exactly what you need, we'll start there
• Unlimited questions welcome
• You do not need to know about marketing to have this call
• Can be recorded?or not recorded - your choice
• You can use it for research
• You can bring your team to the consultation
• No salesperson will contact you 24/7 post-call
• We will check in 30 days after if we have not heard from you earlier
• No obligation to buy
• No charge for the consultation
• Confidential?

Book a strategy consultation with Jen RIGHT HERE. This is a great opportunity to share your business goals, challenges and where your marketing is right now, and get our expert feedback on what we believe your ideal marketing next steps are.

Jen Kelly leads New Initiatives Marketing Inc.?