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.