There are many different strategies you could undertake in regards to B2B lead generations. When deciding which strategy is best for your business you should have already considered who your target audience is and what goals you’d like to achieve. Something that may be unclear in the beginning, however, is what marketing communication channels to choose.
Not all customers are on social media or read blog posts, but one thing is for sure – everyone uses their email regularly. Email marketing is a quick and effective way to reach a B2B audience, as long as you know what you are doing. Here are 5 tips on how to utilize email marketing throughout your B2B lead generation strategies.
- Have Your Client In Mind
B2B marketing is similar to direct marketing but is also quite different in many ways. Clients behave differently in B2B marketing as they are a much more rational audience. B2B customers are more informed about what they are buying and put much more time and thought into the process. Buying decisions are not typically based on indulgence or whims but instead on good quality and value for money.
Due to this, it’s important to create email marketing content that is mainly focused on quality and value, rather than on emotional aspects.
2. The Email Header Is Important
The header is arguably the most important part of any email campaign. The content of an email is quite important, of course, but no one will continue reading if you don’t grab their attention first. You must transmit a clear message from the start so your audience will want to continue reading. Be sure to include a well-designed banner that represents your brand adequately. You should also include your logo, as to be easily recognizable by the consumer.
3. The Importance of Title and Subject Line
The very first thing that your customer will see when you send them an email is the subject line. Based on it, they will decide whether to open the email or send it directly to the trash. You have a window of several seconds to make an impression, so make it count! The title and subject line should be clear, concise and interesting. It should also include an emoji, as it makes the email stand out among others in their inbox.
4. Don’t Address the Email to a CEO
When utilizing email marketing for B2B lead generation, it’s important to understand who the decision maker truly is. On first impulse you would want to target the CEO, however, he/she is not always the one making the buying decision in regards to what you are offering. For instance, you might be offering office automation products suitable for large companies, individual entrepreneurs or small family-run business. It’s important to note that the decision makers in each of these businesses would be different and you should create a message that targets and is easily understood by everyone.
5. The Importance of Content
Now that you have a great subject line which has made audiences want to open your email and the perfect banned that has convinced them to continue reading, what’s next? It’s important to create content that is valuable to your audience and will potentially convert them into sales and leads. Content is important in any type of business as it provides useful information to consumers and can allow you to set yourself apart from competitors by proving you are an expert in your field.
You could adopt a tips and tricks article strategy through which you answer important questions your audience might have. Also, be sure to create evergreen content that will always be valuable to them. Create high quality, unique content that will not only attract new customers but also retain existing ones. Lastly, make content easy to read and short.
Did you find this article useful? Be sure to visit Xpann’s website for more B2B marketplace solutions and marketing strategy tips.