NewsletterIt’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.

 

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13 thoughts on “Ditching Your Newsletter In Favour Of A Blog? Not So Fast

  1. I absolutely see value in having both, and it seems they both feed each other. The newsletter directs people to the blog (among other things, in my case), and the blog posts encourage people, indirectly, to sign up for the newsletter. You make great points, and I very much agree!

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  2. Hi Susan, thank you for this clarification. I myself hate, and do not subscribe to, newsletters–I do find them obtrusive, an extra email. 🙂 But I guess it’s not always a good idea to judge others by your own standards, desires or anything else. Now, do you think it’s also true that you need to offer peeps something for free in order for them to join the newsletter or is that overstated?

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    1. Hi Karo,

      Because you hate newsletters, you’ll probably be more sympathetic to your potential readers and will make sure not to waste their time. That can be a big help.

      I don’t think we need to give away freebies to get people to sign up, but I do think we need to prove that we’ll be sending them something worth reading. That means the newsletter is not a marketing vehicle (not more than 10% about your products or services), rather, it’s a way to inform your readers on something they’re interested in as a way to keep your brand top of mind. It’s also a great way to demonstrate the more personal for friendly side of your business. Does that help?

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  3. I don’t have a newsletter either, but I can see their potential. I noted Isabella’s comment about the importance of good content and subject lines. Like everything – what you send to clients has to have value. Do you have any suggestions about where to start if thinking about a newsletter?

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  4. newsletters are good – but the content has to be very interesting, and the subject line in the email announcing it needs to be very well crafted. the vancouver fringe has the best e-newsletters!

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