Minimize Your Efforts and Maximize Your Exposure

As a business owner, you might find yourself feeling like you are constantly being pulled in a dozen different directions.

Your customers need your attention, your employees need your attention, your internal marketing plans need your attention, your business itself needs your attention … not to mention your family and friends need your attention.

There is no other way to slice it; most business owners have plates so full that they give Vegas buffet tables a run for their money.

This is why, as a business owner, it is important to take advantage of every opportunity that allows you to maximize your exposure, but minimize your effort.

A very effective way to do this is to reuse, or Double Dip (it’s only a bad thing when you are talking about food), the content you create for your newsletter on your blog, your social media sites, in other professional newsletters, and anywhere else you can.

As we already have established – you are busy. If you task yourself with the enormous (and honestly, the unrealistic) assignment of writing brand new content for each of the individual outlets which I mentioned before – you will find that, month after month, potential opportunity after potential opportunity, the new content will not get written – and you will miss out several prospectively lucrative chances to reach the large and unique audiences which are associated with said opportunities.

So, here is what we suggest you do:

1. Make sure you have quality newsletter content.

If writing is a strong skill of yours, and you have the time and self-discipline to make sure it will actually get done – go ahead and do it yourself! If writing isn’t one of your strengths, or you simply don’t have the time to crank out a few impressive articles every month, hire someone else to do it for you.

2. Pick a theme for each monthly newsletter.

This is especially effective for B2B newsletters, but it works for B2C as well. Choosing of theme for each month of your newsletter gives it a cohesive flow and makes it easier and more enjoyable to read.

For example, one month you might make the theme “increasing referrals,” therefore every business related article in your newsletter that month has something to do with referrals. Then the next month might be “client/customer retention.” If you have a clear and concise theme every month, your readers will anticipate the arrival of your next newsletter that much more – because they know you will be covering another helpful and relevant topic which they can apply to their lives or businesses. Plus, when you already have a general theme picked it, it makes the writing process much easier.

3. Reuse your newsletter content anywhere and everywhere you can.

You have already done the leg work by creating two or three stellar articles for your newsletter – so why not repost them wherever you can?

Your newsletter likely goes out to your current clients, and to some hot prospects – but you probably don’t mail to everyone and anyone that could potentially become a client of yours, and that’s where free media outlets like Facebook and Twitter come in. Social media sites have the benefit of allowing you to reach a broader audience, and can sometimes help you connect with prospects that traditional marketing might miss. So post your newsletter articles to your blog, and post and repost links to your blog on every social media site possible.

You might be surprised who you reach by posting on sites which are often overlooked by business owners such as Instagram, Pinterest, and even YouTube (make a short video that pertains to your blog, and then link the video to your article).

In addition to the content you have already created for your newsletter, apply your newsletter theme to any other posts you make during the month. It helps give your marketing a sense of purpose and authority that will make it more valuable to you and your readers in the long run.

If you follow these three easy steps you will find that all of your marketing will start to not only be easier to produce, but will be more effective. You will reach more potential customers, and generate a higher return on your investment – with a minimal effort on your part.

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One Response to Minimize Your Efforts and Maximize Your Exposure

  1. Martin Johncox March 11, 2014 at 12:16 AM #

    As a public relations professional, I often have to develop content for my clients and I repurpose content just as your are describing. Especially for social media, recasting content is a great way to start conversations with clients and find relevance. Typically we use news releases like this but newsletters should also work well. In fact, one newsletter could help a client with social media content for weeks.

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