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A blog and an email newsletter are very different marketing vehicles. Ideally, they will work together—but either can exist separately and still be effective. Clients ask me all the time:
What’s the difference between a blog and an email newsletter?
photo courtesy of Shutterstock
Here’s my answer:
- Blogs are for sharing expertise. A blog is where you keep the articles that you write. It lives on your website (your blog should be part of your website, not separate), and it’s there for whoever wants to read it. Any visitor, anywhere in the world, can see your whole blog, or its individual posts. You should look as each post and as a place for readers to learn something. Each post should stand on its own, but it can (and should) link to other posts and resources. Your blog is meant to be a conversation-starter and should allow comments.
- Email newsletters are for getting personal. An email newsletter is exclusive. People need to sign up to get it. Use it to say, “Hey, I’m a person, here’s what I’m up to…” You can toot your own horn, share business happenings, and even personal happenings. A newsletter is push marketing (because you push it into their inboxes). For delivery, you want to be utilizing a third-party service (like MailChimp). Since it’s a great two-person conversation-starter, make sure to use your reader’s first name: Dear Jill…
And how do the two tie-together?
There are a whole lot of ways to tie the two together. There’s no right way. But this is my way—because it makes the most sense to me. My newsletter is tied to a signup form on my website. I encourage people to sign up by giving them a free report (read about how to create a great free report). By signing up, they are saying, “Yes Jill, I’m interested in what you have to say.”
Each month, I craft a message that will show up in my peeps’ inboxes about what’s going on with me. It has a personal, short intro—then excerpts my recent blog posts and links to the full posts on my website. My newsletter is a one-stop-shop for my supporters to know everything that’s going on with me and my business.
How do you tie your blog and email newsletter together?
Let’s face it. Most of the design work we do is related to some form of marketing or promotion. What we create is what our clients or employers use to sell their products and services, but, as you know, more and more of that marketing takes place through online marketing campaigns.
The Designer’s Guide to Designing More Effective and Engaging Online Marketing Campaigns was created to help you acquire the skills and knowledge you need to do this work effectively and, in the process, become more valuable to your client or company.