Why is it still smart to publish a business ezine?

Social media is all the rage these days, with everyone atwitter over Twitter, and businesses starting to sell products directly thru their Facebook page.

So, why would a business bother to publish an ezine or e-newsletter for its customers?

It’s still an excellent tool to offer subscribers some useful information, and to promote products or services.

Publishing an ezine does take some time and effort. You have to research and write articles. You need to have an existing email list in place, and a method for acquiring new subscribers – such as providing an opt-in box on your website. You also need to test your subject lines to make sure the ezine gets opened by your subscribers. 

But the benefits can be well worth it to your business.  An ezine:

• Creates a positive relationship with your customers
• Provides an inexpensive advertising medium for your products/services
• Drives traffic to your website and/or blog
• Generates leads

So, how do you decide what type of content to include in an ezine?

First, you need to decide who your target market is for the ezine.  Then, think about what type of information would be useful to that audience that you can provide, such as:

• Informative articles
• Product or service reviews
• Industry or company announcements
• News links
• Tips & tricks
• Surveys
• Q&A

You’ll also need to decide how often you want to send your ezine – weekly, bi-weekly, or monthly.

For instance, if you own an organic lawn care service, you could send out a monthly ezine that features general lawn care tips, the benefits of organic fertilizer, and advertises a specific service you offer, such as pest control.

Now, you may be thinking, “I don’t have time to write an ezine.”  Or, “I’m not a good writer. How can I do this?”

Here’s the good news. You don’t have to. There are many freelance writers available that would be happy to do the research and writing for you at a reasonable cost.  Ask your business associates if they know anyone, or just go to Google and search freelance writer.

Ideally, you’ll want to choose a copywriter over someone who writes articles for magazines, for example. That’s because a copywriter knows how to write copy that sells. And after all, that’s the ultimate purpose of your ezine.