Think of your company’s email newsletter as a nice frosty glass of delicious craft beer. It’s quick, it’s refreshing, and you can enjoy it at home as easily as you can at a bar or restaurant or friend’s house.
Your company blog, on the other hand, is more like a gourmet pizza (and if you’re in the St. Louis area, that pizza should come from the wood-fired ovens at Peel in Edwardsville) – it’s best when it’s fresh and hot and right from the source.
Beer and pizza. They’re both great on their own, but they’re so much better together. Your company blog and email newsletter should complement each other the same way. One pulls prospects to your site, the other keeps them engaged in an ongoing relationship.
A business blog is a great way to draw search engine traffic to your site. It gives you a platform to address your customers’ questions, discuss the features and benefits of your products, and position your company as a knowledge leader in the industry.
Even better, your blog will build a backlog of valuable information that new prospects will be able to locate through keyword searches for years to come. Once they’ve landed on your site, you can entice them to sign up for your newsletter with an offer of a free white paper, special report, or informational autoresponder series.
An email newsletter, on the other hand, helps you to keep your existing customers engaged. You want your blog and website to offer valuable content that inspires prospects to sign up and get more from you. The company newsletter should provide more great content in a quick, informative burst that reminds customers of why they like and trust you.
Most customers don’t make business blogs a regular part of their reading material. Take advantage of that and get most of your newsletter content from the material you’ve already created, drawing customers back to your website and making the process of newsletter creation a lot less taxing. You can include special offers and sales in your newsletter, but remember to keep the focus on giving your customers content, not getting their money.
If you need more convincing that a company blog is a great way to give your customers what they want while generating valuable search engine traffic, check out my free report, Blogging for Business: 9 Great Ways to Capture and Keep Customers with a Company Blog.