📧 I recently started a weekly customer newsletter for our existing customers that solely focuses on providing industry related insights and expertise, not talking about our products at all. The goal is to keep us in the mindshare of existing customers for expansion opportunities by positioning us as trusted experts in the industry.
The engagement has been solid and consistent, and now I'm thinking about targeting prospective customers with the same newsletter/content with the same goal: position us as experts to work with. I have some baseline ideas on how to get prospective customers to sign up for the newsletter and am curious to see what others are doing in this area.
Is anybody doing this currently that can share their approach on how to get prospective customers to sign up for the newsletter and where/how to share the sign up form? Thanks!
At Lattice, the newsletter was owned by our Community team and was focused on value-add content, events, etc. to help subscribers improve their skills and connect with peers.
Not sure what it is now tho!
social is probably the biggest channel for signups for our VPM's newsletter Evidently (not about UserEvidence product at all - more about his journey as a first time VPM) - https://evidently.beehiiv.com/
But we also throw current opps and lost opps in hubspot email campaigns w/an offer to subscribe. It does also get forwarded a lot so we get a decent chunk of subscribers there.
We also do some syndication/influencer social distribution through advisors and partners
Most important thing tho is you have to have good content. behind the scenes stuff is great if you have an internal SME that is the same persona as the one you sell too. Research/survey reports for industry trends can be good fodder that's easy to chunk up/atomize into lots of content - e.g. https://evidently.beehiiv.com/p/launching-the-evidence-gap-report
