Who are your clients? Well, you can sell raw materials directly, in your shop or other shops and I am sure that there are enough enthusiasts out there who prefer to buy raw materials and tailor their own clothes. However, you will sell more if you market your business to other businesses that depend on the types of goods you are producing. For instance, you can market your products to specialized companies that produce finished products out of your raw materials.
Why should every business create a viable B2B email marketing strategy?
I am sure that most of you are pondering on the above question. Why would I create a dedicated B2B email marketing strategy? What are the benefits, and how can such a strategy help my company – or the company I work for? Well, let’s take a look at some numbers shared by Vital Design.
1. According to their report, there are no less than 72% B2B buyers that are willing to share useful content via email. This means that your emails are not static, and they don’t just end up in a spam folder. If people from your targeted audience receive them, there is a good chance they will also share some of your content via email with other people from their “social cluster.” In other words, your emails will be forwarded, something similar to the shares you get on a social network.
2. For every dollar spent on an email marketing campaign, you get a return on investment of 44 dollars. This is a huge number, considering that other traditional marketing platforms cannot deliver such numbers. For instance, influencer marketing pays no more than 6.5 dollars for every dollar spent, a rate almost 7 times lower than what we can achieve with a successful email marketing campaign. This does not mean however that you should forget all other types of conducting marketing and branding. It means that email marketing should not be neglected and building your email list should be your top priority. It’s effective and as we are going to see in this article, easy to implement.
Tips for a successful B2B email marketing strategy
Now that we know email marketing is effective when it comes to B2B sales and B2B lead generation, let’s dive in a little further, and talk about some of the most important things you need to know before embarking on such a journey:
1. Think about your clients and understand the differences
B2B marketing, although somehow similar to direct marketing, it is not the same thing. The clients are behaving differently and they make different choices. In B2B marketing, you are addressing a more rational audience. How, come? Regular customers are sometimes less informed about what they are buying, they are susceptible to whims and recklessness.
On the other hand, business clients know right from the start what they need. They do not base their buying decisions on whims or indulgences. They are instead making rational decisions based on what they need and a good quality versus price ratio. As a consequence, when you address business clients, you need to take into account the fact that they are different and act differently than regular customers.
What kinds of customers should be addressed with B2B marketing?
- First, there are the companies that use your products in order to produce other goods. For example, a company that uses textile materials in order to produce T-shirts and other goods.
- Secondly, there are the companies that use your goods for office automation or other secondary tasks. For example, a company that buys computers, paper, or pens from you.
- Thirdly, there are the government agencies and the institutions (hospitals and schools) that may be targeted as potential consumers if your products match their needs. For instance, you can sell anything starting with computers and up to soap and toilet paper to such institutions.
- Finally, we have reseller companies that buy your products only to redistribute them to other customers. Here, we include local shops but also brokers and wholesalers.
Now that you know what B2B sales are and to whom you are addressing your offer, you can move on and create your first email newsletter. Here are some important things to look out for:
2. Pay attention to the email header
This is the most important visual aspect of your email campaign. If you want B2B sales, you need content suitable for your audience but first, you need to catch their attention somehow. This is what your banner needs to do.
Considering that the average office worker receives a number of 121 emails daily, you have just a few seconds to get them interested. This means that you need to transmit something, a clear message, right from the header section, the first thing your audience will notice when they open your email.
What do you need? Well, you need a clear vision of what your banner should look like, you need your logo to be visible so that your audience to be able to recognize you and you will also need a tool to generate and design that banner. You need to save time and at the same time, to deliver a professional look. In order to do that, I recommend you to use an online tool such as Bannersnack, a great choice for creating great looking email banners.
3. Content marketing starts with the title and the subject line
Think about your subject line especially, as if it is going to be the single line of text of your email. Why? When the email that was sent by you lands into your client’s inbox, the first thing he or she will notice is your subject line. You don’t get more than a few seconds to make them curious about your offer, and this is why you need to tell them everything they need to know right from there.
On the other hand, the title is also important, should you manage to get the client to open the email. The subject line will make your audience to click and open the email and as a consequence, the title should convince them to read the rest of your content. And don’t forget about little CTR tricks, such as adding an emoji. Out of the 5 emails below, which one below stands out to you? ?