It’s said that businesses complete 60% – 70% of the B2B sales cycle by doing online research prior to any contact with potential vendors. Fewer businesses are willing to invest in multiple discovery meetings with potential suppliers. By the time you get a call from a prospect, they’ve already fully scoped out their need and are entrenched in the selection process.
The shift away from traditional needs analysis or consultative selling is made possible by the availability of online information. Blogs are a big part of that. A corporate blog is the easiest, most unobtrusive way to attract and educate prospects.
If A Blog Is Such An Effective Business Development Tool, Why Do I Need A Newsletter?
Blogs are fantastic for establishing the company’s position as a thought leader in your industry. Well written posts work on your behalf 24 x 7. But if you stop there, you’re forfeiting half the touchpoints you could potentially enjoy.
Adding an opt-in newsletter gives you permission to reach out to clients and prospects on a regular basis. So while your blog sits passively on the ‘net ready to welcome new eyes, your newsletter takes a more active role by popping up as an unobtrusive reminder. Unlike a phone call, there’s no interruption associated with this contact yet you’re keeping your brand top of mind.
Content marketing programs and social media engagement allow staffing firms to abandon interruption marketing as a business development strategy. Recruiters and Account Managers everywhere will enjoy hearing that cold calling is dying out.
The blog posts in this week’s roundup show updated business development methods relying heavily on quality online content and a well-developed follow up plan. Two of my favourites are John Jantsch’s “Lead Generation Is About Being Found”, and Seth Godin’s “Being Found vs. Being Sought”; links to both articles are below.
Wishing you all the best success and a reputation that will make Seth’s words work for you:
Nice to be found. Essential to be sought.
Differentiate or die. Surely you’ve heard that business phrase. Maybe you’ve even used it to fuel a brainstorming session or two. In this week’s blog roundup, I’m proposing a form of business differentiation that begins and ends with knowing your customers well. What would be possible for your business if you were able to articulate who your ideal client is and then focus all your resources on that select group?
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Account Management Best Practices
Nurturing Customer Loyalty
Questions! My Favourite Power Tool In Business
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You can create raving fans for your company by substituting interruption marketing for an attraction strategy based on awesome content.
Providing value with no-strings-attached makes customer acquisition a pleasure for your prospects. Read these seven blog posts to gain a broad picture of what inbound marketing is, what it can do for your business, and where it’s going in the future.
We’ll end our blog roundup with Srihari Kumar’s theory of the future of inbound marketing.
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There’s a lot of competition for our attention. Email, phone calls, colleagues, meetings, LinkedIn, direct mail… Here are 3 steps to help you cut through all the static and reach your intended audience.
1. Think like a customer.
Most marketing messages are all about the seller. If you’re not providing a solution or creating a need, you’re just making noise.
2. Target the right eyes and ears.
Marketing activity without a solid plan behind it is just noise. Knowing who your target audience is will help you craft a relevant and engaging message. You’ll know you’re on the right track when your message addresses your prospect’s needs and challenges.
3. Use multiple media.
If you normally send email messages, mix it up and send something by regular mail. Add an after-hours voicemail with an intriguing teaser. Consider augmenting your campaign with traditional print or radio ads. Just don’t stick to the same old thing every time.