Last week I shared a strategy of providing co-branded monthly print newsletters for other professionals as a way of bringing tremendous marketing value to the relationship while at the same time giving you the exposure you need to the other professionals’ clients.
This week I’m going to share another strategy, which is a spinoff of the monthly newsletter, and that is the weekly co-branded email newsletter. This is another tool that I incorporate into every one of my strategic relationships.
Let’s face it: very few professionals today really put much effort into true email marketing or using email as a means to build their business with much consistency. Many still operate under the false assumption that since they work with the “senior” market that their prospects and clients don’t use email.
The truth is your senior clients and prospects are using email. In fact, a recent study showed that seniors are the fastest growing demographic of Internet users today. What’s more interesting though is what seniors do when online. The study looked at the top 10 online activities of seniors and how they kept busy when on the web. To the tune of 88.6 percent, checking personal email was by far and away the number one online activity among seniors.
With that in mind I decided in my practice, and believe you should too, to find a way to get into the inboxes of those I wished to build relationships and credibility with. In our firm we did this by offering to create, write, co-brand and send a weekly email newsletter on behalf of the CPA and other professionals I work with.
This gives me yet another tool that I can bring to the relationship to provide value to the CPA, and one that no other advisor is offering to do for them. It also provides an additional touch from the CPA to their clients, which is a great way to help them continue to nurture existing client relationships and generate more referrals for their practice each year.