Email Marketing is one of the most popular marketing tools used today. Quick and inexpensive, B2B email marketing has the potential for incredible control of your message, audience and branding. It gives organizations the opportunity to reach new and existing customers in a way not possible with classic marketing tools.
Many times, email marketing is the primary form of marketing aB2B organization pursues – but does it perform?
Email marketing takes about a quarter of a marketing department’s time, but the sad reality is that B2Bs have an open rate of roughly 24%, and a click through rate of only 2%.[i] So should you abandon email marketing? NO! But there are tips that can make your B2B email marketing campaigns more effective.
- Content is key. Be a thought leader with a compelling topic; if you write it, they will come…
- Sharing is caring! Not only will quality content increase your click through rate, it also has a better shot at being shared on social networks. Include buttons for easy sharing at the end of your email.
- Less is more. Keep copy short and to the point, and make sure your best stuff is near the top.
- Draw them in with a short, intriguing subject line. Convey your superior knowledge in 55 characters or less to have a better chance at enticing readers to open your email.
- Scrub that data! Clean up your database and segment your lists – this will allow you to target and personalize your messages.
- Timing is everything, so hit them where it counts. Avoid first thing Monday morning – no one’s had their coffee yet, and they’re still mourning the loss of the weekend. Tuesday between 10 am and 1 pm is best, but tracking metrics will be your best insight into finding out what times work for your business.
- Don’t overload your audience! We’ve already established the abundance of messaging out there, so pick ONE point and stick to it. Having half a dozen call to actions (CTAs) will not make your message more effective; if anything, it will kill any potential your campaign has.
- STAND OUT! Make sure your CTA is impossible to miss and above the fold. Who has time to scroll?
- Optimize your message for mobiles. With 79 million US consumers checking their email on a mobile device, if you’re ignoring this segment of the population you’re missing out.
- Test it! Try A/B testing to find out what kinds of layouts create conversions. Every business is different; best practices in one industry won’t always work in another, so always test.
Got all that? The biggest takeaway: people are completely overwhelmed in today’s content driven society. If you want to stand out keep it simple, compelling, and make your call to action so obvious that it would be seen from space. And if in doubt, test your options.
Now what are you waiting for? Scrub those lists and get your click through rate up!Read More
[i] B2B Marketing’s Email Benchmarking Report
Before you figure out how to re-purpose your B2B marketing content you need to define what exactly inbound marketing is.
- Search Engine Optimization
- White papers, webinars and podcasts
- Blogs & Social Media
In case you looked at that question and weren’t too sure what can be labeled inbound marketing, here’s my version of the definition:
Inbound marketing is creating incredible content so that when your customers find it they are so impressed that they share it across their social media networks.
Before you start thinking of how best to stretch your existing resources across inbound marketing channels, let me remind you that with the plethora of information currently available online, magnetic content is key. I’m now going to assume that you’ve accumulated some captivating B2B marketing content that reflects exactly what your buyers are searching for.
How do you go about re-purposing B2B marketing content?
Let me count the ways!
- Chances are you have a variety of white papers at your disposal. Find one section, rewrite it if you need to and create a blog post with the call to action being the white paper download.
- Turn case studies from one industry into a white paper highlighting the main successes of each company.
- Put an except up on your blog from your eBook, encouraging readers to download the full copy.
- Take the notes from a slide deck and write a blog post or white paper.
- If you have a very active Q&A session, publish it in a blog post and promote it through your social media channels.
- Post the slides from your webinar on SlideShare, then sync that SlideShare content to your LinkedIn account through the integrated app.
- Get a transcript of the podcast and depending on the length, create a blog post or white paper.
- Easiest blog post possible: list (and link to!) blog posts for the previous month.
- Take 5-10 blog posts that are relevant to each other and repurpose it into an eBook.
- Always add links to your content on your Facebook, Twitter and LinkedIn pages.
- Expand your content’s reach by joining industry related groups on LinkedIn. Include a link to your content when replying to posts.
- Take a poll on your social media sites (both LinkedIn and Facebook have polling features) and publish the results in a blog post as industry insight.
- Give active twitter users a hashtag during a webinar or event. The do a search and turn the tweets into a blog post.
Other Creative Ways
- Training new employees by doing a step-by-step demonstration? Capture it! Put it up on YouTube and add it to your resources page. You can also transcribe the training session so you have written instructions – turn them into a series of blog posts about ‘tips & tricks’.
- Create a ‘kit’ of information. You’ve got blog posts, videos, and whitepapers that all pertain to one vertical (e.g. manufacturing). Bundle it up, put it behind a form. Your customer will be thankful that they don’t have to search your site for all of the relevant information.
- Is your CEO doing a speech that includes industry or company news? Record it! You can turn it into a podcast, a gated article or even a blog post.
- Ask your sales team to keep track of frequently asked questions; make a blog post or put it up on your site in the FAQ section.
- Take pictures from your company outings and humanize your business. Give your organization a personality by sharing this event on your social media channels.
- Did you make notes at a conference you attended? Is it industry news? Turn it into a blog post.
Brainstorm! Use these and other ideas then map it out to create an editorial calendar. That way you know you’ll have enough spacing between similar B2B marketing content to hold your readers attention. Also, don’t forget to track it all with analytics and set Key Performance Indicators (KPI) so you can see which content performs best and what to focus on in the next quarter.
We’re always here to help, so contact Salesworks at firstname.lastname@example.org to discuss optimizing your inbound marketing efforts.Read More
A large part of our job here at SALESWORKS this summer has been auditing company websites, including our very own – we launched our new site in July.
This has had me thinking plenty about not just about what we do to build effective business websites, but also about the things businesses still do that can defeat the purposes of their website, those purposes being:
- Raise brand awareness;
- Boost prospects and leads;
- Drive sales. …
When a business is engaged in Pay-Per-Click, Search Engine Optimization, etc to generate leads the general assumption is that they have a process in place to follow up with and nurture those leads. Unfortunately, this is not always the case and we see a lot of vendors who lack any form of cohesive, stringent follow up / sales process.Read More