Anyone who sells business-to-business for a living knows that even the best prospects are rarely going to buy after a single contact. It may take several phone conversations or meetings to develop a relationship and move the prospect toward a purchase - and that's only if the prospect is in a buying cycle.

Just as in the sales process, you really can't expect to engage new visitor's interest after a single visit to your web site. It often takes repeated visits before a prospect musters enough interest to actually take action in the form of a phone call or an online request. A potential buyer's needs may be vague three out of four times that they visit your site. But at some point, the need will hopefully become defined and immediate - that's when you are most likely to hear from them. This is why web site visitors must be "nurtured" into becoming true prospects, using multiple touch-points over time.

It's even more important to continuously engage your existing customers and channel partners in your online content, because a dominant portion of future business is likely to come from them. And their needs are just as cyclical - another reason why repeated contact is so important.

That is why web marketers should ask themselves the following questions . . .

• Am I renewing and updating content regularly so that there is a reason to visit my site more than once?
• How do I get new online information in front of the right people - at the right time?

Qualified visitors may not come back to your site again and again without being invited again and again – assuming you offer fresh, valuable information. The problem is that most web sites are simply sitting there, hoping and waiting for the right people to show up at the right time. It's kind of like throwing a party and forgetting to send out the invitations.

Become a "News Maker":
So what will it take to continuously re-engage your target market on the Internet? To do it, you must think beyond your web site and become a "news maker". This will allow you to build an electronic community of prospects, customers and trading partners. News-driven content will create more online opportunities, because . . .

• The dynamic nature of news is ideal for refreshing web site content with regularity.
• "News" has perceived value that draws an audience.

The Enterprise News Cycle:
At WebEchoes™, we have developed a concept called the "Enterprise News Cycle". Here's how it works:

Perhaps your company is already involved in developing product news releases, application stories and business announcements for the trade or local press. If this is not a part of your current marketing mix, then E-news publication will move you in that direction.

Web Site "News Zones":
Along with distributing your PR content to editors and the like, you could be posting this same material on a "News and Stories" section of your web site. This should be given high visibility on your home page - not buried deep down in the depths. Consider rotating your news headlines on a "news zone" of your entry page. This will give your site a fresh look every time someone returns.

E-News Publication:
The next part of the Enterprise News Cycle involves creating a regular E-newsletter that announces and summarizes your recent news and stories that were published online. This is where the Sales Inquiry Management process can really pay off, as you target and time web content, using your sales database or CRM to identify contacts. Many of these contacts were only marginally interested at the first point of contact, but may have a defined interest when they receive your E-news in the future.

A Weblet™ E-news publication offers targeted, lean content that is delivered by e-mail in a web-enhanced format from one business to another. It is professional, respectful and permission-based. It is perceived to be of value to the recipient and is not "spam"!

E-news will regularly invite your electronic community to receive new and useful information. It will respect their time with quick-read headlines and summaries on various relevant topics. The recipient can choose to click the items that interest them and get more information directly from your web site. This increases and targets your web site traffic while creating regular dialog with your e-community.

"Clicking" Opportunities:
With ample "clicking opportunities" presented in your E-news content, a response to an interesting article or news is a potential buying signal.

One of the many benefits of an E-news Weblet is the ability to measure click-through activity. This not only offers unparalleled measurement of marketing effectiveness, but also allows you to see which topics, products or services are most and least popular - a form of market research, if you will.

An E-News publication program leverages PR activities to create fresh, value-added web site content that continually re-engages your most critical audience. It will help nurture new business relationships over the long term.