Newsletters are an essential form of communication between companies and their stakeholders. More often than not though, those that sign up to a newsletter are (potential) customers who are interested in what you do. Many accounting firms are adding newsletters into their regular marketing activities and we’re here to help you build your newsletters for new business success.
We’ve taken time to analyse a couple of newsletters from accounting firms around New Zealand and we’ve noticed one major pitfall – these newsletters are LONG!
They often involve several articles, a lack of links and often their content just isn’t well focused on their business or those who may be signing up to their newsletter.
For a broader picture, lets take a look at the common successes and mistakes some accounting firm newsletters are making…
Successful elements in accounting newsletters
Relevant content: accounting firms are experts in their field and they show that well through the article content they provide in newsletters.
Great use of spacing: the newsletters we’ve seen space out their content well and use headlines or boxes to separate content. Making content discernable is a good thing as it draws readers eyes in and encourages them to read. Content that is jumbled or squished together deters readers, and you should want your newsletters to be read.
Well planned structure: titles, headlines, blocks of content and different sections are commonplace in accounting firm newsletters. This differs from spacing as a coherent structure helps a reader flow from one piece of content to the next, until they’ve read the entire newsletter. It’s simply another way to encourage readers to read all the way through.
Include social media/ web page links: newsletters help drive website traffic, and so integrating links to online presences is vital. What’s more is that accounting firms include these links well by using images. These links are often included in sidebars or at the bottom of the newsletter so as not to distract from main newsletter content.
Text-heavy/ too much content: often entire pages are included in accounting firm newsletters for any one of the articles they include. This is more so for less frequent, quarterly newsletters than regular monthly ones but does still happen. Entire articles belong on web pages or blogs, and we’ll tell you why after pointing out some more common mistakes.
Irrelevant or unnecessary content: we’ve seen accounting firm newsletters that point out nearby office areas to buy or that their neighbours or friends are raising money for a charity and would like some help. While this content may be great to share with your readers, it isn’t NEWSLETTER content. Share these bits of information in email blasts to your email lists (possibly including your newsletter mailing list) instead. Your newsletter subscribers subscribed to a newsletter for information about YOU, not about local news.
Lack of an introduction or voice: some newsletters we’ve seen don’t include introductions or conclusions at all. Instead they’re collections of potentially exciting articles lumped into a series of pages. This is a great place for the marketing partner to be the voice of the firm and to give a good face, tone and feel to the newsletter.
No website link backs or calls to action: one big thing missing from accounting firm newsletters to date are links and calls to action. Newsletters do more than inform, yes, but more importantly they exist to bring readers closer to the sender.
Our suggestions / good practice for newsletters
Short is successful: newsletters aren’t books. Newsletters are in fact short notes and pockets of information that a company provides its readers to keep them informed of their expertise and activities. Short is the key word there, and there are many ways to shorten a newsletter while also keeping it informative!
One great way to do this is to post articles or news reels on your blog or website, while linking to them in the newsletter along with an excerpt of the article – this encourages newsletter readers to navigate to your website and helps with google page ranking so that people searching for accounting firms find YOU!
Call to action: while you shouldn’t flood your newsletter with links it’s a good idea to link back to your website in some way shape or form. Getting newsletter readers (people who are interested in YOU) on your website improves the chances of them becoming a future client! You don’t necessarily have to develop a call to action or sales pitch but newsletters a good place to redirect readers to such a thing. A blog (if you have one on your website) is a great example of an opportunity to include articles in your newsletter and include a link back to your website that entices readers to click and read more.
Build a brand, use a voice and provide colour: a newsletter can be the essence of your firm and how you share your company culture with stakeholders. Use it to build a brand by creating a voice and an image! Sidekick Accounting achieves this with their superhero icons and friendly writing style.
In short – accounting newsletters should embrace a short and unique style of presentation while providing links back to their website and social media as they beware of including irrelevant content. If they follow these guidelines it’ll result on a more engaged audience and better chances for turning a potential customer into a full client!
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