Prospecting can be a daunting task. But, fortunately, there is a way to help your sales team to send out that all important first introduction email: Blogging.
It’s no secret—every marketing agency, web development company, and business consultant will tell you that your company should have a blog. The reasons come in different forms, but they all have to do with creating marketing content in order to drive activity at the top or middle of the sales funnel.
Some of the classic marketing reasons for a blog include:
- Blogging helps your SEO
- Blogging helps drive traffic to your site
- Blogging establishes your authority on a subject
And the stats don’t lie. According to Hubspot, B2B companies who blog receive 67% more leads than those who don’t.
But, blogging takes time if you want to do it correctly. In fact, to move the needle in terms of traffic generation, you need to consistently blog at least 2-3 times a week.
But, if you don’t have the resources to commit to blogging that frequently or if traffic is not a priority, let me tell you the other reason why you should blog, and it has nothing to do with traffic generation or lead generation.
It has everything to do with bottom of the funnel activities and sales enablement, which is the process of helping your sales team to be more effective and to close more deals.
Prospecting Emails - Educate, Don't Sell
One of the current fundamental changes in sales is the death of the hard sell. How many emails do you get that look like this? (Well, I don’t, since I have a pretty good spam filter.)
- Is this interesting?
- Is it believable?
- Is it compelling?
You probably answered no to all three questions.
That’s because this is a great example of the hard sell. Why would I want to reply and start a dialogue with you if I don’t know who you are? Remember, people buy from people they know, like and trust.
How about something like this instead?
- Can you relate to this problem?
- Is this information interesting?
- Do you believe that it would be helpful for us to talk?
The keystone to this email is the blog article - How Millennials Are Different. The blog article is an invitation for the prospect to take a look at what we are saying and to see if it is relevant to the problems they are experiencing. It’s kind of like dating. I’m not going to ask you to the dance on the first date. I want to have a relationship, and the blog is the first step to establishing trust.
So if the thought of blogging 2-3 times per week seems like too much for you right now, it doesn’t mean that you shouldn’t blog. As salespeople, we know that it takes multiple touches to generate a viable sales lead. Use your blog as part of your sales process to initiate the conversation with your prospect.