There’s a lot of white noise in marketing, and engagement can be summed up as keeping in touch – with permission.
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How do you keep in touch?
I have a newsletter and I find it’s an invaluable and consistent way to keep the stakeholders in my network informed. I’m not saying it’s perfect, yet it is helping us stay relevant, and serves as a means of regularly getting content out there.
During our recent Q&A at Social Media Week, the best phrase amongst the noise in the perennially non-conforming week was retweeted by my invaluable assistant. It was about “curating content”. I think having a regular newsletter helps me do that.
Why do it that way?
I receive a lot if great information, yet I still unsubscribe to one email per day. Usually its the new “soupon”. It keeps me sane. Reducing the volume of emails into my inbox gives me a little extra time, and helps me focus on the most relevant incoming content.
I look at the information I want to share in my newsfeeds. The items I like most I share with some selected contacts. I then review the reaction monthly. This gives me a bigger picture before I curate the content for news I share.
How do you know it’s working?
There are two main ways to establish if your methods are working. I often receive emails mentioning something I had commented on. The emails are accompanied by the details of their friend who needs help with “something similar”.
The best way of figuring out if your strategy is working tends to happen in social networking events. Recently a contact of mine, Dave, caught up with me the day after he was at an event. “I tried really hard to connect you to a friend last night but he wouldn’t hear of it”, he told me.
I asked the question that parents 0f toddlers dread. “Why?”
“He already knew the absolute expert in this niche. It turned out it was you.”
Wrap up: It turns out that both Dave, and his friend, receive my newsletter. It makes my world a little bigger.
Top tip: Curate some of your favourite stories and share them monthly.
Who to share this with: People you want to engage with. Especially if they used to introduce you.
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