Are you making the same mistakes I have been when cross-promoting your marketing channels? Here’s what I mean:
We’ve been publishing a printed newsletter, Let’s Grow, three times per year for the last 7 years. It’s sent to a substantial mailing list we’ve developed over the years, and most of the articles in it are posted on our website.
A couple years after we started publishing the printed newsletter, we added an email supplement in the in-between months. About 1/3 of the people who subscribe to the printed newsletter also subscribe to the email supplement. Most of the email subscriptions have been driven by mentions in the printed newsletter.
Two years ago, we started a blog, and of course promoted it in the print and email newsletter.
Just recently, I’ve spoken with a number of people who are enthusiastic readers of Let’s Grow Blog, but don’t subscribe to either the print newsletter or the email supplement. (Each carries different content.) The big surprise was they weren’t even aware of the newsletter, so clearly we need to do a better job of cross-promoting from blog to newsletter, not just the other way around. Just because one promotional vehicle is an offshoot of another, it doesn’t mean that your market sees it that way.
A quick check shows that about half of our blog subscribers are not on our newsletter list.
If you’re one of them, and would like to receive our newsletter, I invite you to subscribe here.
Just as some visitors to your website will enter through a page other than your home page, some prospects will first learn about you through media you didn’t anticipate. Keep that in mind, and cross-fertilize your promotional vehicles accordingly.
