Do you find it more effective to communicate with customers and prospects through a blog or through an e-mail newsletter? Asked on INC.com
Kathy Patterson | 2 minutes ago
This question is classic apples and oranges. While they are both valuable communication tools, a blog requires a "pull" technique whereas a newsletter is "pushed" to select customers/prospects. The decision comes down to whether people are looking for the information in your blog (ie: an IT exec writing about trouble shooting) and therefore find the blog via search, or if they are not looking, and therefore need to be direct marketed. The decision needs to be based on your very specific objectives, the content, and where your customers are in the buying cycle (awareness through to action). More and more businesses of late are using a blog wisely as a communication hub that all social media efforts and SEO points to. A major benefit of a blog is the ability to pose questions and elicit response and two-way dialogue. However if a newsletter offers a collection of information of use to a prospect, it can still be relevant. And why not integrate all? Push out a newsletter of value, and pull readers to a blog to comment. That's the best of both worlds...
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