Previously published as part of the #GoingDigital series on UnboundMedia.com. 

Is your website connecting you with your customers?

Do you have a website but you’re not selling any product? Or maybe you feel like your website just isn’t doing anything for your business? Or maybe you have a lot of visitors, but this activity isn’t reflected in your bottom line?

It could be that your website needs to provide a way for you to connect with your visitors more than once. You may need to make it easier for them to find you again and return to your site. You may find that you have a lot of competition online, and you have to do something that sets your brand apart from the rest.

These days, having a website is a good thing – especially when you’re not embarrassed to share the link with your colleagues and fans. Customers can research your products and information, and learn more about your services and brand. Ideally though, a website is interactive and provides a way for you to connect with your audience after they’ve left so that you can really benefit from their visit.

The problem is that people are exposed to so much media now that it can be overwhelming to keep up with website updates and new product announcements manually.

You want to make it easy for people to come back to your website, especially if they are enjoying your content and spending some time on your website.

The thing is, if you’re familiar with the rule of seven (a customer or potential client needs to be exposed to your brand or information seven times before investing in your products) how do you keep top of mind if they never come back to visit your website again or just forget the address? How do you connect with them those other 6 times?

The answer is easy

Get them to sign up for your newsletter so that they can get access to the great updates and information you have on your website on a regular basis. They don’t have to remember the link because you’ll give them direct links to the content they like when you send out your newsletter each week.

You may have been considering having a regular newsletter – or perhaps you’ve been on the fence. I understand, a newsletter can be a lot of work – but it is one of the most valuable investments you can make in your digital marketing strategy. It is so important to be top of mind – and how great it is to be appearing in someone’s inbox on a regular basis?

Too many emails?

Some of you may feel that you already receive too many emails in your inbox – and that may be true – but the thing is, you signed up for those emails. You “opted-in” to receive news and information from other people. You may not like it now, but at the time it was important to you. And that’s what’s great about the people that will sign up for your newsletter – they are opting in. They want to receive email from you!

When someone signs up for your newsletter it’s not because they are anticipating being annoyed or distracted – it’s truly because they want more of what they saw on your website. They want to engage with you, they want to get more, and you have an opportunity to connect with them – over and over and over! The best part about it is that the hard part is over. They’ve already bought into your message and your brand.

Decide today

So even if you don’t have a newsletter right now – decide today that you are going to have one. You can figure out the logistics afterwards but the decision needs to be made. Arrange to have an opt-in on your website so you can start collecting email addresses right away and then, create the newsletter.

The key thing is to make sure that whatever your newsletter is, that it’s consistent and helpful. Give your audience three reasons to sign up for your newsletter on the sign up pages – and then make sure you deliver.

So why do you need a newsletter? A newsletter will…

1. Increase traffic to your website.
2. Give you a reason to connect with your audience regularly.
3. Provide an opportunity to promote new products and launches.
4. Allow you to contribute to relationship and trust building with your audience.
5. Position you as the expert in your field or industry.

…because having a website just isn’t good enough anymore!