By Mike Braun
Hello, Im Mike Braun, the Online Marketing Manager for BizActions, the Best in Class Email Newsletter Service that touches the lives of over one million clients, customers, prospects, and referral sources each week. This is the first in a series of video tutorials for you to use as a guide to implementing concepts and materials you may already have at your disposal to inspire your creativity and help engage your e-Newsletter readers with Relationship Content.
In the traditional bricks and mortar world, Relationship Capital is about joining groups, meeting people, getting involved in industry associations, attending trade shows etc. While none of these processes should be eliminated, there is a very big, new world created through the Internet. The process and strategy for building and managing Relationship Capital are different. Not only is it different but it requires a unique set of skills, a new language, and new thoughts on how to build and manage the process. Relationship Capital is the amount you invest in building relationships with customers, prospects, and referral sources on the Web. It is more than financial capital because there are more elements to build and manage.
Equity in your business is what makes it valuable. If you use Relationship Capital to build a solid foundation, your Relationship Equity will grow. Just like the equity built through investing in any business over time, the inherent value of the business rises. Inflation accounts for some of the inherent value of a business as equity rises, but more clients, and a strong reputation result in a far greater impact on Relationship Equity. So what do you do with online Relationship Equity? Well it to persuade satisfied clients to purchase your next product or service in advance or do beta testing for you. It can mean their accepting a sincere apology when something goes wrong rather than jumping ship. Everyone knows that solid relationships lead to profit and online electronic Relationship Profit, isnt any different. It equates to trust, loyalty and yes, money.
If you use Relationship Capital to build a solid foundation, the equity, the Relationship Equity begins to grow. Just like the equity built through investing in any business over time, the inherent value of the business rises. Inflation accounts for some of that value increase, but having more clients, a tested operations system and a strong reputation have an even greater impact on that Relationship Equity. Relationship Equity can be used in a variety of ways from clients eagerly anticipating and purchasing your next product or service to accepting a sincere apology when something goes wrong rather than jumping ship. Its a given, solid relationships lead to Relationship Profit, for you and those you have a relationship with in trust, knowledge, loyalty and yes, money.
Now, I know what youre thinking. Including interesting articles, announcements, and other types of content in your newsletter isnt that easy. The title Newsletter Publisher probably isnt the title on your business card. It only describes one of the duties that somehow found their way into your job description. So considering your other duties, its only reasonable to assume that most newsletter publishers find that after a while, the month-to-month inspiration starts to slip and they might find it difficult to come up with meaningful topics that will entice and engage readers and keep them coming back for more. But wait. There is hope. If youre thinking, I have no idea what to write about or include, Im going to give you a few ideas that can guide you in creating fresh newsletter content.
Remember you need to make it personal. We are talking about Relationship Content that equates to Relationship Capital. There are a wide range of topics that can serve as the focus for Relationship Content. When trying to come up with the perfect idea for an effective announcement or article, many people lose sight of the more obvious things that can prove to be just as compelling. Something as simple as a team member spotlight item, for example, can go a long way. Look around your office at your colleagues. Take notice of your firms culture and interactions with people, events that are occurring, etc. Sometimes the simplest of things can prove to be the most impressive in the eyes of your readers.
Remember you need to make it personal. We are talking about Relationship Content that equates to Relationship Capital. There are a wide range of topics that can serve as the focus for Relationship Content. When trying to come up with the perfect idea for an effective announcement or article, many people lose sight of the more obvious things that can prove to be just as compelling. Something as simple as a team member spotlight item, for example, can go a long way. Look around your office at your colleagues. Take notice of your firms culture and interactions with people, events that are occurring, etc. Sometimes the simplest of things can prove to be the most impressive in the eyes of your readers.