John Hayes posted on March 29, 2011 |
Does your sales team have a big list of contacts? Are you regularly communicating with them? Last week I spoke with an engineering marketer in a very competitive market whose products have a high repeat purchase rate.
They had several thousand customers and contacts in their database, yet they didn’t send any regular communications. Instead, they focused their marketing efforts on getting new customers through SEO, CPC campaigns, trade shows, ghost writing articles, etc.
When I asked why there was no regular communication to the customer and prospect base, the answer was muddled. They had tried a newsletter, but they hadn’t tracked the results. They found that getting the content was a lot of work. And the sales team wasn’t supportive of letting marketing talk to their prospects.
If you have a similar situation, the opportunity is big. You simply need to write good content that is relevant to your audience. That effort earns you the right to talk to them, which in turn keeps you top of mind when the next buying cycle arrives.
Feel free to shoot me a note at jhayes@engineering.com or add a comment if you want to generate some ideas for your newsletter.