Business newsletter content has never been in greater need of creativity. Many times, there is so much pressure on marketing professionals to get results now that the creative aspects of B2B marketing fall by the wayside.
We’re expected to demonstrate immediate return on investment, not to mention creating materials that can gain the approval of both management and the legal department. With all the pressure, it is easy to forget about the importance of creativity. Yet one of the most reliable ways to becoming and remaining successful (other than a million dollar advertising budget) is to stand out in the marketplace by being creative.
Creative thinking is the ultimate human resource. Yet we can never be satisfied with our most important skill. No matter how good we become, we should always want to be better.”
- Edward de Bono, Six Thinking Hats
Adding creativity to the marketing mix, whether your industry is Accounting, Financial Services, Legal, Payroll, Financial Institutions or any other business-to-business (B2B) or business-to-consumer (B2C) service provider, requires planning from both a strategic as well as a tactical point of view.
Defining your strategy often requires that you take the following steps:
- Precisely define your target audience
- Identify their pain point or problem
- Provide relevant content that helps them solve their problem
- Touch these individuals with a creative message on a regular basis
Can B2B business owners and marketers get creative? Of course they can. Being creative is not just about being able to paint a picture, compose a song, chisel granite or design a website. This common assumption is just not correct. You can be creative outside the “arts.”
Your strongest relationships have been built upon personal interaction and the ONLY way to establish a long-lasting personal/business relationship is to show your true colors. So… experiment and have a little fun in your business newsletter content.
Get creative with your connections
- Feature client success stories
- Focus your communications on your target audience – not on you
- Run a contest with a prize that readers will actually want
- Conduct a short online survey
- Showcase your staff, including their achievements, successes, events and personal anecdotes
- Highlight your community involvement
- Share fun snippets about what life is like around your office
When you are conducting online surveys, avoid “yes/no” questions or at least make some of the questions unexpected, quirky or fun. Business can be serious, but it doesn’t always have to take itself too seriously. Always include an open text or comment field so the survey taker can elaborate.
A few words of caution and some inspiration
By trying to be more creative you will make some mistakes that you may regret in hindsight. Rest assured, the mistakes probably won’t be career enders. Your natural common sense should keep you from doing anything too crazy. Keep in mind that you’ll also hit some “home runs” that you can bring up in your annual review. Sharing your creative spark will always give you satisfaction and may even spark other opportunities you never imagined.