August 26th, 2010 by Steve

You may well have heard before that good marketing is always good SEO, and there’s a lot of truth in the assertion. While advanced search engine optimisation tools clearly have an important role to play in getting your site onto results pages, it’s good marketing that will see you prosper in terms of SEO and in terms of success for your business. One example of a good marketing strategy that translates well into your arsenal of SEO tools is the newsletter.

In the same way as a blog can spread your message on the internet as its content gets included in directories and people start to link and refer to it, newsletters offer a platform for getting your message and your site out into the big wide world.

Why a Newsletter?

Newsletters are good because they target an audience that’s likely to be interested in what you provide. Spammers make the mistake of trying to reach everyone in the hope that one out of every few thousand unwitting users to receive a message will be interested in it. Newsletters present a valid and useful way of presenting your company to users who are more likely than most to be interested in it. Whereas spam is actively discouraged through severe penalties, newsletters actually score you points with search engines and users alike. They are one of the best, free SEO vehicles at your disposal.

Quality Counts

Because the newsletter is such a good vehicle for marketing strategies, it’s worth putting a lot of time and effort into its production. Seen as a marketing tool, it’s a great way of introducing your company. At the same time, though, it’s not exactly an advertisement. You need to stay within the bounds of what constitutes a good and legitimate newsletter in order to get the most out of it.

Get Technical

Any good search engine optimisation company will tell you that keywords form a vital element of good SEO. The principle applies to their use in newsletters. Featuring useful keywords can help your optimization tremendously if it’s done correctly.

If you’re wondering how to go about creating a good newsletter, have a look at some others on the Internet to see which ones are effective and which aren’t. Decide what constitutes a good newsletter in terms of the messages you want to convey about your company.

Exposure

To get your newsletter up and running it’s a good idea to link to it and offer visitors the opportunity to subscribe. Bear in mind that you want your newsletter to bring people to your site. That means that it must contain some good reasons for them to do that. This can be as simple as making your newsletter interesting. Readers might well think that a good newsletter means a good site and look for themselves. Your newsletter might equally make use of promotional tools. Bear in mind that these should be legitimate. Don’t advertise discounts in a newsletter that you aren’t prepared to offer to all your clients.

Find groups online that are likely to be interested in your newsletter and target them specifically. If you employ an SEO company they’ll be able to advise you on ways of doing this effectively.

Think about social media marketing and social media optimization. Are there ways you could use popular sites to get your newsletter out into the public domain? SMO offers great opportunities for distributing SEO tools such as newsletters. The beauty of social media is that your audience is not hiding. You can find a community of people ready and willing to accept marketing as entertainment. This means that there are near-endless possibilities for you to provide a wide variety of material.

Final Thoughts

Don’t make the mistake of thinking that newsletters need to be stuffy and formal.  Make them as exciting and enticing as you can for your target audience. Remember that the aim is to bring users to your site. With that in mind, you’ll want to be sure that the site is ready to receive visitors responding to newsletters. The last thing you’ll want is a high volume of traffic consisting entirely of users who are dissatisfied when they reach their destination.

There’s really not a good reason to be lazy when it comes to producing a newsletter. It offers an effective and legitimate way of enticing users to learn more about your business by visiting your site. Take time to produce an attractive, interesting newsletter.

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