According to a DemandGen report, 81% of businesses start the purchase process with a Web search. When potential customers find your website, how many clicks does it take to get to your most valuable content? The pages that are easily accessible will have the most viewers — and, many times, critical content that’s nestled under tabs or hidden on back pages may not be seen.
Your website has a lot of content, and not everyone has time to seek out the information they need. How can you ensure your potential customers see your most compelling, informative content? That’s where email newsletters come in.
Circle Research recently revealed that 71% of B2B companies call email marketing a “critical” marketing method. It’s a great tool for taking hard-to-find Web content and serving it to readers in format that’s simple and easy to access.
Because you get to choose the content featured in your newsletter, you can make sure that the most important information is being seen:
- Powerful headlines. You can select your catchiest headlines and most relevant information for your newsletter. A newsletter guides readers straight to your best, most actionable content right away, rather than having dozens of blog posts or website tabs that compete for attention.
- Compelling content. Your newsletter showcases content that paints your business in the most positive light. Things like customer testimonials and announcements about awards and achievements solidify your reputation as an industry leader, and they’re delivered right to your readers’ inboxes.
- Timely offers. The periodic format of a newsletter allows you to tailor the articles to what’s happening right now. Inform readers about events your business will be attending or hosting, new releases and upgrades, and time-sensitive offers.
When people want to learn more specific information about your business, your website will be there for them to seek it out. But in order to keep your business on your potential customers’ minds, you have to make it easy for them to be constantly aware of the best parts of what you do. A newsletter is a perfect way to cut down the clicks for your valuable prospects and customers and help you put your best face forward.
Looking for leads? You can’t rely on your website alone. See the unbeatable marketing benefits of an effective newsletter by downloading our white paper, 7 Ways to Double Web Conversions in 30 Days.