MARKETING HOW-TO
CLIENT SUCCESS
Something That Works A DIGITAL EXPERT TALKS PRINT MEDIA There are two things every business should have: a podcast and a newsletter. It took me a little while to get on the newsletter train, but I’ve been working with The Newsletter Pro for going on three years, and I’ve never regretted it. People might ask, “Why does a data security company have a print newsletter?” Well, because it works. And not only does the newsletter work, it works for both retention and referrals. We certainly send out emails and do digital marketing too, but what I love about the newsletter is that you know it’s getting into your clients’ hands. They can’t delete it or unsubscribe with a click. The newsletter is on their desk. Since people have to at least pick it up if they want to throw it away, they might as well open it up and read it! And people really are reading our newsletter. I get feedback all the time from people who have questions about a cyberattack they read about in my newsletter or who just want to tell me they loved the annual gift suggestion article we put out in December. Just recently, I had a meeting with a prospective client whose first contact with Sklar Technology was through our monthly newsletter. In regard to the process itself, what I like most is that The Newsletter Pro manages the whole thing. Their schedule guarantees consistency, which is so important in marketing. I do my own podcast, and there have been times when I’ve gone for three weeks without being able to upload a new episode. That never happens with my newsletter. My writer calls me, we chat about my articles for a bit, my project manager keeps it on schedule, and my clients get my newsletter in their hands each month like clockwork. The Newsletter Pro takes care of everything, and it’s not that much of a time investment. It’s an hour max every couple of weeks, and your clients never forget who you are. Thanks to the newsletter, my clients don’t look up my competitor first when they have a problem. Plus, when I call to invite clients to an event, I’m not cold calling. They’ve been reading the newsletter, they know exactly who I am, and our events see high attendance as a result. With the newsletter, our retention is up, we’re getting more responses from clients when we reach out, and the FSIs are a successful conversion tool. Plus, I think it’s fun. When you find something that works like the newsletter, why wouldn’t you have one?
I often talk about what to do with leads once you have them — how to close and convert more leads to sales. I sometimes even go into relationship-building strategies with a newsletter or other media. But what about simply getting more leads? Make Sure You’re Using the Right Bait!
OUR BOOKSHELF
Take Your Company
With Jim Collins’ Award-Winning Book In the August edition of our newsletter, we discussed Jim Collins’ latest book, “Great by Choice,” and the lessons it offers leaders looking to thrive in the face of chaos. But entrepreneurs with sound business knowledge and finely honed leadership skills may still struggle to grow their business. If you’re an accomplished small-business owner looking to take the leap to the big leagues, consider picking up a copy of Collins’ magnum opus, “Good to Great.” A titan in both business and intellectual circles, best-selling author Jim Collins should need little introduction. He’s an alumnus and former faculty member of the Stanford School of Business and built his reputation using painstaking market research to reshape our fundamental understanding of how businesses succeed. “Good to Great: Why Some Companies Make the Leap and Others Don’t” is a book with a singular purpose. As the name suggests, Collins’ most famous work is laser-focused on how good businesses ascend to become household names. Rather than rely on personal anecdotes or popular wisdom, “Good to Great” uses years of research spent pouring over the history of hundreds of elite companies to deliver tangible advice with machine precision. FROM ‘GOOD TO GREAT’
– Randy Sklar Sklar Technology Partners
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