Tips to Improve Your Company's E-Zine

If you've been using an e-zine to promote your business but haven't seen any positive results, you may just need to take a fresh perspective. Here are a few ideas to get your creative instincts back in sync with your business sense.

First, diversify your advertising methods. Too many companies rely on one or two strategies for getting their name out in public, but the more successful businesses understand that strength lies in diversity. You may also want to consider making a website for your business if you haven't already; in today's digital era, your clients fully expect you to have a website. It doesn't have to have all the bells and whistles of larger company websites, but it needs to look professional and answer customer questions in a precise manner.

Next, make good use of the social network sites that have become popular in recent years: Myspace, Facebook and LinkedIn, among other rising stars. Create a page for the sole purpose of promoting your e-zine. Use the site's search function to locate individuals who may be interested in the information you're offering. Send a general bulletin, or simply contact those members via private message and invite them to check out your page.

Along with fixing (or creating) your website and social networking pages, consider investing in an email list containing the names of people who would be interested in your e-zine. This method won't work for every industry, but if you can obtain a legitimate list with valid names and addresses, much of the work has already been done for you.

Just because your e-zine is online, that doesn't mean all your advertising has to be. Whip up some offline marketing materials as well to post up around your neighborhood. Colleges usually have bulletin boards in their main buildings you can use, though you may need to get permission. You can even ask current loyal customers to spread the word about your e-zine around town, since you never know when that action will bring more business to your door. (This usually works better if you attach some kind of incentive to the request.)

At this point, don't forget to take a good, hard look at the e-zine itself. People will browse through something if the content is well laid out and it's aesthetically pleasing. Maybe you should hire a copywriter to give your content a fresher, crisper feel. The font needs to be easy to read as well. Unnecessary information should be kept to a minimum; the customer only cares about material relevant to their interest.

Always remember the client is more important than the e-zine, and you should seriously consider all comments from them regarding the content and layout. Even if you're satisfied with the current e-zine, the fact your clients aren't may be a sign your e-zine is in need of a tune-up.