Unlocking the Secrets of a Successful Internal Newsletter
Lately, I’ve noticed a trend: new business leads are harder to come by. In this environment, it’s essential to cast a wide net in the marketplace. One strategy I’ve found effective in maintaining engagement with warm contacts is the internal newsletter. This isn’t designed for employees but is tailored for your agency’s extended family: the alumni and friends.
Alumni & Friends Newsletter
It’s easy to underestimate the strength of our networks. Over the years, you’ve cultivated relationships with team members who’ve moved to other agencies or taken client-side roles, freelance contractors who’ve proven invaluable on projects, former clients, interns, and agency partners with complementary offerings. Though these folks aren’t involved in daily operations, they remain a vital part of your agency’s extended family.
Sadly, other than LinkedIn updates, maintaining connections with our network can too easily slip through the cracks. (I sighed as I typed this. We really do need good in-person events to come back strong)
The internal newsletter bridges this gap by fostering continued collaboration and camaraderie. While fundamentally a sales tool, it emphasizes connection, gratitude, and forward movement.
Staying in the Know: The internal newsletter provides agency alumni and friends a glimpse into recent accomplishments and new focus areas within your agency. It’s an opportunity for them to feel included in your journey.
A Token of Gratitude: As I’ve been able to commit more to my yoga practice and meditation, the idea of gratitude has found a prominent place in my writing. That being said, every referral or piece of advice adds up. Your newsletter presents a chance to express gratitude and recognize those pivotal to your agency’s success.
A Call to Action: Don’t underestimate the power of a subtle nudge. Use your newsletter as a platform to solicit expertise, gather feedback, or kickstart collaborations. It’s a simple way to keep the lines of communication open.
Crafting Your Newsletter
The next obvious question is, how do you get started without sounding desperate? Here are some tips to consider:
Personalize: This newsletter is for your extended agency family. Share candid anecdotes, spotlight team achievements, and celebrate agency wins. Let your alumni and friends see the impact of their contributions to your agency.
Quality Over Quantity: Aim for monthly or quarterly newsletters packed with agency insights, updates, and relevant calls to action. Remember, the goal is engagement. Consider it a win when readers reach out to congratulate you or share potential leads.
Visuals Matter: Use the newsletter as a canvas to showcase your agency’s creative muscle. If you’re an experiential agency, feature videos of recent events. For creative agencies, spruce up the newsletter with compelling images, infographics, or other eye-catching visuals.
Key Takeaway
You’ve heard the phrase, “Talent borrows, Genius steals.” Call it borrowing or call it stealing, just take this idea and run with it. What’s impactful about this idea is its simplicity and focus — it gets you focused on nurturing relationships that can grow your business.