8 reasons why you should write a B2B newsletter

The B2B newsletter is one of the most important online marketing tools for many successful companies. What results do you actually get from your newsletter? Maybe you don’t write a newsletter at all and when you think of a newsletter, you mainly think of spam or offers that are not relevant to you. We would like to tell you more about the positive effects of a newsletter and how this leads to more leads, contacts, and sales. In this article, we focus on the 7 reasons why you should write a B2B newsletter.

B2B newsletter and the customer journey

We have previously discussed the concept of the customer journey, which represents the path your customer takes from first contact to purchase. But not all customers fit into that process, no matter how well you think it through. Think, for example, of a customer who is exploring the next step in the R&D process, but not all factors are yet known. Or the customer who has a much bigger decision to make, and your product is only a small part of that. How do you ensure that you stay in contact with these customers so that you are top of mind when they do make a purchase? The newsletter is one of the online marketing tools that ensures you remain visible to potential customers.

B2B newsletter secures your place on the customer’s shortlist

Convincing – The visitor to your website or booth is interested but simply not yet convinced. A newsletter highlighting cases or examples provides reasons to start the conversation.

Offer and breadth – How many customers and contacts actually know all the ins and outs of your organization? What do you actually do and offer? By highlighting the different products and services you provide in the newsletter, up-sell opportunities arise.

Expertise – Everything revolves around trust. In B2B environments, trust is inseparably linked to the knowledge and expertise a customer attributes. By extensively addressing specialized solutions or challenges in the newsletter, you show that you know your stuff.

Reach – Many B2B companies pay big money for advertising space, advertorials, or trade shows, all to reach potential customers. By writing a newsletter, you can build a fixed reach that you don’t have to pay for!

Ammunition – Often a visitor or contact is not the only one deciding on a purchase or assignment. The stories, examples, or ideas you share in the newsletter help him or her convince colleagues and bosses. The arguments to work with you, in other words.

Conversion / measurability – Subscribing to the newsletter is measurable and can help you determine what customers are interested in, which content performs well, or which product or service needs more attention on the site.

Timing – How often do you think: “Hey, that’s handy/fun/interesting!” but as soon as you need it, you’ve completely forgotten? That happens to your potential customers too; when they come across you, they are convinced but don’t need you yet. You need to make sure you are on their shortlist, and a newsletter can be a good tool for that.

Need help or inspiration for your B2B newsletter?

De Merkelijkheid also publishes a newsletter. We share articles monthly, content that inspires us and hopefully you, and exclusive content with our subscribers. Do you need help writing your newsletter, or can’t come up with a good concept? We answer your questions and help you create a valuable B2B marketing tool.