As a business owner, marketer, or brand strategist, you know the importance of having a strong and consistent brand voice across all marketing and communications platforms. Developing a brand voice that is compelling, easy to understand, and memorable is an important step in the success of your brand. This is even more crucial in the world of B2B marketing, where businesses are often separated by industry and have distinct marketing requirements.
To speak with authority, you must have a unique perspective and be able to bring experience and credibility from within your industry. Having a steady flow of qualified leads into your marketing funnel is great, but to keep your leads flowing, you need to continually engage with them through content.
Keeping your email marketing content relevant, valuable, and fresh is the key to success. To ensure you are reaching your target audience, you need to integrate marketing analytics into your workflow — and we’re not just talking about Google Analytics. Integrating marketing analytics with email marketing management software will give you reliable and actionable data — like the opening lines of your email campaigns — to inform future marketing activity. This level of detail allows you to accurately pinpoint the effectiveness of individual tactics and campaigns, thus enabling you to optimise your approach for greater success.
The Importance Of A Data-Driven Approach
The main objective of your data-driven approach to marketing is to measure the results of your activity. Without a doubt, the biggest challenge for most marketers is determining which campaigns and tactics worked and which ones failed. To put it simply, you cannot manually look back at all your campaigns and determine the success or failure of each one. You need to measure it.
In this day and age, businesses are completely digital, and thus data-driven marketing is the name of the game. Even if you have had some success with a particular marketing tactic, you cannot use the same approach repeatedly, as it will inevitably fail to produce the same results. The key to successful B2B email marketing is integrating Google Analytics into your workflow and mining the data produced by the platform. With this information, you will be able to determine the effectiveness of your campaigns and take the necessary steps to improve your results.
Make Sure Your List Is Validated
A huge problem for marketers is receiving an email list with a lot of invalid email addresses. Sometimes the list will arrive with hundreds of duplicates, irrelevant addresses, or even some completely invalid ones. This is not an uncommon occurrence, and it completely defeats the purpose of having a carefully curated email list.
The best practice solution is to use a tool like Antispam Adaptive Routing to filter your email list. This solution will not only improve your deliverability rates but will also increase the relevance of your email content to your audience. If your existing email list is not validated, you should consider using a third-party tool to find and delete duplicate entries, as well as completely irrelevant and invalid emails.
The Importance Of Building A Following
One of the secrets to B2B email marketing success is to build a small community around your brand. This strategy encourages engagement and provides you with the opportunity to learn more about your customers and prospects. You can use social media to find relevant industry experts with whom you can engage with through status updates, videos, or even interviews. This strategy builds credibility and gives your potential customers an insight into your personality.
Curate content for your various social platforms — whether that’s Twitter, LinkedIn, or Instagram — and use an app like Hootsuite to keep track of all your social media activity. Doing this ensures you are always relevant to your audience, as well as engaging with your followers and potential customers on multiple platforms.
Choose Your Platform Carefully
When deciding which social media platform to use, you need to consider your target audience, content, and brand image. If you are an existing business looking to build brand awareness, you should consider using an established social platform like LinkedIn, as it is the ideal place for you to build a professional network.
In terms of content, LinkedIn is the best place to be as it is designed to be used for business purposes. Unlike TikTok — the most popular social platform among young people — LinkedIn is more suitable for professionals as most of its users are in a position to buy products and services from the companies they connect to. Your content on LinkedIn should therefore reflect your target audience’s interests, qualifications, and experience, as well as the interests, qualifications, and experience of your brand.
As for your brand image, you need to choose a platform that projects an expert and trustworthy image. Due to the nature of the content that you will post on this platform, businesses in legal, financial, and insurance industries may find that doing business on LinkedIn is not suitable. If you are in the pharmaceutical industry, then using TikTok may be your best option since the platform is mainly used by Gen-Z, and they are more open to advertising. You should also consider creating a blog for your business, as this is a tried and tested technique that has worked for many brands.
Get Inspired By YouTube Videos
One of the best sources of inspiration for B2B email marketing is YouTube. This is packed with video content creators who specialize in all areas of business, including marketing. You can use YouTube to find inspiration for your campaigns, whether you are looking for a style guide, tips and tricks, or even case studies.
Search for popular YouTube creators in your niche, like those who specialize in B2B marketing, and subscribe to their channel. You can also find and subscribe to specific YouTube creators who have a large audience in your target area.
Diversify Your Audience
Your main goal as a marketer is to have a steady stream of leads coming into your funnel. One of the best ways to do this is to diversify your audience as much as possible. YouTube creators generally have hundreds or even thousands of subscribers, and thus have a large audience to whom they can communicate marketing messages. This is incredibly valuable, as you can target specific interests and demographics through specific videos.
To expand your reach to a wider audience and boost your results, you should consider using a tool like Revver to grab the attention of Millennials and Gen Z.
Since these demographics are more open to new ideas and like experimentation, you can highlight new products and services that your brand may offer, as well as experiment with different styles and approaches to marketing. Use YouTube to find your audience, and then develop other platforms like LinkedIn and Twitter to expand your reach even further.
Use Data To Improve
To quote Mark Twain, “It’s not what happens to you in life that matters. It’s how you handle it that matters.” Data is valuable, as it enables you to understand exactly what is happening, and to act accordingly. This is why you should always make sure you have data and use it to your advantage.
This data can be incredibly useful for tracking the success of your various marketing campaigns. For instance, you may decide to try out a specific offer or style of content for a specific campaign and then measure the results. If the results are not good, you can adjust your strategy and try something new. If the results are good, you may roll out the strategy more widely, as it has proved successful.
The key to leveraging data is having accurate and reliable data. Google Analytics is a great tool for tracking the success of your various marketing campaigns, as it gives you detailed insights into who your target audience is, how they engage with your content, and what interests them. Google Analytics can even be integrated with your email marketing software, so you can easily see the performance of each campaign and adjust your strategy accordingly.