One of the shifts in online business marketing – digital marketing – over the past several years is the move away from self-promotion and back-patting. An example: “We’re wonderful and have the best products.” It’s an obvious thing to say: Everybody already knows you think you’re wonderful.

Today, digital marketing content focuses on being useful to potential customers. Put yourself in the shoes of your customers or clients: They want to know that you can solve their problem, fill a gap, or ease their frustration. Show them that you are their answer. Use problem-solving examples, share ideas, convey what you’re like to work with.

When marketing, put yourself in the shoes of your customers or clients: They want to know that you can solve their problem, fill a gap, or ease their frustration.

I recently consulted with Enduracon to develop a LinkedIn presence and first-time e-newsletter. The latter uses a simple design, features a recent client project, and addresses actual FAQs the business owner has dealt with over the years. We’re showing what he knows, using words he normally uses. His plain-spoken style is a big plus.

The Strategy

I created a simple digital content marketing strategy using Mailchimp and LinkedIn. I created a template for the Enduring Performance e-newsletter, and worked with the owner and his son on monthly content. We watched the open rate in Mailchimp to see if people were opening and clicking on the e-newsletter. After a few issues, we decided to adjust the production schedule to bi-monthly.

The trick for a new company e-newsletter is to create something sustainable for a two-man shop that knows nothing about digital marketing and design. For instance, they don’t know about

  • HTML, image editing, or e-newsletter services and set-up
  • Legal issues about using copyrighted images and copy
  • Tracking the open and click rates to help focus their content
  • Writing without using jargon

Companies often have someone who’s enthusiastic about learning to produce e-newsletters, and this was the case with the owner’s son. I handed over the e-newsletter project to him, provided training, and he’s off and running.

We also created clear profiles on LinkedIn for both of them. They are using LinkedIn to share news and make new connections with potential customers.