Most business leaders are aware that email marketing is one of the most important functions of their marketing department. While it is easy enough to send out mass emails on a regular basis, capturing the attention of a smaller audience is more challenging. This is where B2B email marketing services come in. With these platforms, businesses can segment their lists of subscribers to send targeted messages to relevant groups. Platforms like HubSpot and Mailchimp allow for easy list management and curation, along with powerful automation tools to keep up with the volume of inbound marketing activities. Inbound marketing is all the rage when it comes to attracting, engaging and collaborating with potential customers. Brands can utilize these platforms to gain credibility, build trust and generate interest in their offering.
Why B2B Email Marketing?
One of the main reasons why businesses turn to B2B email marketing is to expand their reach beyond the consumer market. Even if your products or services are ideal for businesses, you may still struggle to gain traction in the marketplace if you do not have the right audience. The key is to find a way to reach business decision makers who are responsible for buying your product or service, and to do this you need to look at the larger B2B ecosystem. A key reason for the growth of email marketing in general is that it offers a form of “democratized marketing” to small businesses. When you have access to a wider audience, you have the opportunity to gain credibility, build trust and generate interest in your offering. Email marketing is also a low-cost option when compared to paid public advertising, which is often plagued by high unsubscribe rates and wasted investment. The more you spend on advertising the less effective it is presumed to be.
Marketing to a Niche Audience
When you are pitching your products or services to businesses, you have a finite amount of time to make a lasting impression. The best way to do this is to target a niche audience with content that is designed to be as informative and relevant as possible for your prospective audience. For example, if you are selling bespoke suits to financial service professionals, you might consider creating a blog post with the ideal content format for this niche audience: a how-to guide on the bespoke suit or fashion tips for men who want to purchase, or wear a bespoke suit.
In a similar manner, you could target smaller businesses within a defined niche. If you can become the go-to source for information on your particular niche, you will gain a level of trust that consumers can relate to. In fact, when Google and Twitter introduced the ‘buyer persona’ to their marketing communities, it was partly because of the significant growth in B2B email marketing. The persona helps businesses better understand the needs and motivations of their customers by introducing them to a character who embodies those needs and motivations. When you can present your brand as a helpful guide on a subject matter that is highly relevant and trustworthy, you have the opportunity to gain credibility, build trust and generate interest in your offering. When designing your content strategy, bear in mind that longer articles perform better than shorter ones. This is because, while shorter articles are often designed to be more agile and pithy, longer articles are often deemed to be more thought-provoking and informative.
Deeper Insight Into Buyer Behavior
In the world of digital marketing, we are all aware of the importance of testing different approaches, metrics, and platforms. One of the best parts about B2B email marketing is that it allows you to test different techniques and approaches in an efficient and effective manner. The more you know about the behavior of your target audience, the more you can design content that appeals to that audience. For example, you might want to test an e-commerce splash page to see how it performs versus a typical landing page. Or, you could test an opt-in vs. opt-out approach to gain more insight into whether or not you should be offering customers the chance to subscribe to your email list. Knowing the difference between these two approaches can help you make the right decision for your business.
If you are looking for a platform that can scale with you, then B2B email marketing is a great choice. The better part about these platforms is that you can choose either a free or inexpensive plan, depending on your need. You can easily set up campaigns that will continue to perform as you grow, while retaining all of the content and the original design. The best part is that you can use tools like HubSpot and Mailchimp to manage your email campaigns, onboarding new customers, segmenting your lists and much more.
Ease Of Use
Ease of use is always a key consideration when choosing a tool or platform that you will use on a regular basis. Although you might be tempted to choose a more complex platform just to give you the most powerful features, the simpler the better. When it comes to B2B email marketing, simplicity wins the day. Most platforms are extremely user-friendly and require only basic knowledge to get started. You do not need a developer to help you set up a mailchimp account, for example, and you definitely do not need someone to help you use the platform efficiently. In fact, many users prefer to manage their own campaigns, rather than entrusting the task to a staff member.
Another important consideration when choosing a marketing platform is data portability. The more you can export your data and use it in other applications, the better. Although you will not be able to carry your marketing campaign across platforms, you will be able to bring your email list with you. Mailchimp supports CSV download, while HubSpot offers a Data Extractor which provides a portable spreadsheet that you can use in other programs and environments.
When choosing a marketing platform for your business, simplicity and ease of use are some of the most important factors to consider. Since business email marketing is a measurable ROI-generating approach, you can see why this topic is so close to Marketer’s hearts. The better your ROI, the better your return on investment. The more you can capture, convert and retain, the better your results will be. When businesses have fewer contacts with customers, the less they trust that information will remain confidential. While the growth of mobile phones has created the opportunity for businesses to reach consumers where they live, play and work, it has also increased the number of people who will seek to protect their personal information. As a business owner, marketer or even just an enthusiast of effective marketing, you know the value of a well-optimized email marketing strategy and the importance of the right software to support it.