Page 124 - Social Media Marketing

Dating Your Leads before Someone Else Does 107

Tip: Whichever drip e-mail service or software you use, make
sure you can add new prospects to the drip campaign at any
time and have them receive all of the messages. With some
services, if you add a prospect later and two messages have
already gone out, the first message that goes to the new prospect is
message #3.

Add a Newsletter to the Mix

A newsletter can function as another tool in your drip campaign.
Current and prospective clients may find that monthly newsletter
packed with interesting content to be a valuable reward for doing
business with you.

When you decide to roll out your newsletter, design a top-notch
publication. You may not get a second chance to make a good first
impression. As you craft your newsletter, keep the following guide-
lines in mind:

• Write short and sweet. People don't have a lot of time to read
lengthy articles. Make it a single page, cover one to three topics
per newsletter, and try to limit each article to 500 words, tops.
Break up your articles with subheadings and lists to make the
text easier to digest.

• Keep it simple. Stick with a single-column format, or two
columns at the most. At the top, include your company name
and logo. Avoid the common temptation to spatter cute images
all over the page. Use images sparingly to convey information
or show off your products.

• Reinforce your brand. Make the design consistent with your
business cards, stationery, brochures, and other marketing
materials.

• Proofread it. Spelling and grammar count. If you send out
a newsletter riddled with errors, your clients will wonder