What is an ezine and why should I publish one for my business?
Even though blogs seems to be the rage in online marketing today, there is another tool available to promote your business that is relatively inexpensive to produce.
It's an ezine - short for electronic magazine. Also known as an email newsletter or e-newsletter.
A business or organization typically publishes an ezine to offer subscribers some useful information, and to promote their products or services.
Publishing an ezine does take some time and effort.
You have to research and write articles. You need 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.
Last, you need a method of delivery. You can send it yourself, or use an email marketing solutions provider such as Constant Contact. These providers allow you to track who opened your email, and whether they clicked on any links.
The benefits of publishing an ezine can be well worth it to your business:
- 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. Then, think about what type of information would be useful to that audience, 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.
Your best bet will be to choose a copywriter for the job. That’s because a copywriter knows how to write copy that sells. And after all, that’s the ultimate purpose of your ezine.
About the Author
Gloria Rand is a freelance copywriter, specializing in search engine optimization. A former writer/producer for the award-winning public television show, "Nightly Business Report," Gloria now uses her writing talents to help companies move up the search engine ranks with keyword-rich content that sells. For ideas on how to turn your website into a profit-making tool for your business, visit http://www.gloriarand.com
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