Social Engagements Make Consultancy ’ s Newsletter More Popular than Ever

By Sander Biehn | Jun 18, 2021

Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.

Sometimes sharing on social media can do more than just keep your team ‘top of mind’ with your clients. Our consultancy client made 50% of their new revenue each year from referrals and upsell business. Keeping this pipeline full was critical to year over year success especially post-pandemic. The firm’s main way to stay in touch with clients was an old-fashioned monthly email newsletter. In it they would curate the best industry news and keep the contacts ‘warm’ in order to keep the phone ringing. During COVID the newsletter flagged around open rates. With less opens, referral business also slowed. What to do? We implemented our Ready For Social platform and let our writers and editors begin finding content each week that would keep the consultants active on social media. The results were as expected: Client drove 400K in reach monthly in social Engagement per share (EPS) was on the high side for clients of a similar size/ scope: 9 EPS But the best results the program drove weren’t even in social media. Open rates on the Newsletters began to soar. At the same time, the funnel began to fill up again for referral business. The consultants were being praised by clients for the fabulous content they shared in LinkedIn and elsewhere. About this time, we began offering our Newsletter feature in Ready For social.

We figured that our content was too good to just live a life inside social media. Why not also allow users or companies to harness the content and created preformatted HTML newsletters? We married this idea with our analytics. By looking at the best performing posts online in terms of engagements, likes and clicks, we can suggest the content that an email recipient might find the most interesting as well. Creating a newsletter with our platform takes less than 3 minutes. When our consulting client caught wind of how effortless our platform made newsletters they were quick to adopt our platform for their monthly newsletter. They even allowed consultants to create their own newsletter that went to their network. Not surprisingly, the funnel is bigger than ever with referral and upsell business.

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