You know that phrase, ‘out of sight, out of mind.’ Well, marketing and brand communications often works like that. If you are out of sight from you prospect, you are likely out of their mind as well.
Often what happens is you come out strong with some great blog posts and as you get busy with other aspects of your business you just don’t make the time to post for a couple of weeks. You might lose some readers/subscribers because of it. Or you have a potential lead who signed up to download a valuable white paper you created almost two months ago and you still haven’t followed up with them. If they were interested when they opted-in they may no longer be interested--out of sight, out of mind.
The fact that you’re blogging regularly (at least once a week) means you should have content that you can use to keep in touch with prospects. As a way to nurture leads until they’re ready to buy, you can send them blog posts that you’ve written that may pertain to their interests/needs.
You may be thinking, “but they probably already read my blog post, why should I email it to them.” That’s not necessarily true. While you hope that everyone who ever has had any interest in a blog post you’ve written is reading every single post you publish, the truth is they may have only read the one post that was of interest to them. That means chances are they didn’t see the last post you published that you wrote with they’re specific needs in mind. However, even if they did read that post, sending it along again with a short personal note, like, ‘I had your company’s needs in mind when I wrote this post,’ is very effective in showing that you’re paying attention and that even if they weren’t thinking about you, you have them on your mind.
Building relationships take regular effort, put forth some effort today.