In B2C (Business-to-Consumer) email marketing, your product is selling to people who are already in the buyer’s circle — your target audience. You’re not aiming to convert as many people as possible into buyers, but rather, you want to keep your existing customers engaged and interested in your brand.
What are some of the most effective ways to engage with your audience and convince them to buy your product?
You may think that your product is the best in the world, but without a solid email marketing strategy, you’ll never truly know.
To get started, check out these 10 quick tips for B2C email marketing campaigns:
Focus On Content
The internet and social media exist to tell you what your customers want and need. If you want to know how to engage with your audience, start by paying attention to what they’re saying.
Did someone just order your product or service? What about a recent sale or a popular blog post that has a lot of shares? Use these types of content to find out what your audience wants and needs.
Take a look at HubSpot’s Blogger outreach program, for example. They’ll send you free blog content to feature on your site. And if you have a salesperson who is often out of the office, having content written by a third party can help generate more leads and increase brand awareness.
Make It A Weekly Activity
Every business owner or marketer knows that content is crucial to digital marketing campaigns. Create or find content that is relevant to your target audience and then distribute it in some fashion — be it in a blog post, an e-book, or a whitepaper.
However, many business owners forget about their content after the initial rush of creating it. They’ll put out weekly blog posts for a while and then forget about them. The result? Content that is not as effective as it could be, because there’s no continuity.
To keep your content fresh, make it a weekly activity — even if it’s just a short note introducing a new blog post. And if you want to make your content stand out, consider writing a guide that is exclusive to your audience — something that they can’t find anywhere else.
Put Out Fresh Content
When you’ve got content that is a few months old, you’re essentially wasting your time because no one is going to search for content that is already available. To prevent this, make sure that you put out content that is fresh.
There are many tools available to help you accomplish this, such as content curators that organize your content into easily digestible chunks. And don’t just focus on content that is published online. Put out a review of a nearby restaurant or a new toy that you tested out, and then follow it up with a blog post discussing the pros and cons.
Fresh content means that someone, somewhere searched for information about your product or service and found what they were looking for. With so much competition and so many people trying to promote their products through digital marketing, it’s critical that you stand out. And to do so, you need to constantly be creating new content — whether it’s a blog post, an infographic, or even an e-book.
Build Up A Library Of Content
To truly stand out as a thought leader in your industry, you’re going to need to have a library of content that is substantial.
Start by asking yourself questions about your industry and identifying topics that you think will be valuable to your customers. You can also conduct web searches to see what is already available online about your topic — perhaps there is already a blog post, an infographic, or even an e-book that you can reference.
Make it a point to add content to your library every week. Even if it’s just three or four short blog posts, add them to your collection. As you grow your business, this will become more and more valuable, because it’s highly unlikely that you’ll be able to keep up with all of this on your own. It’s also worth noting that creating content for your library is more effective when you do it as a team — perhaps with a content strategist, a marketing manager, and an editor. Having different mindsets can help you come up with unique perspectives on your topic, which in turn can help you create more effective content.
Once you’ve got your content, determine how you’re going to distribute it. Are you going to send it out to your email list? Are you going to put it on your website? Are you going to post it on social media?
Make sure that you’ve got a plan in mind before you start distributing your content. Do you want to host a blog party and invite your customers to participate? Are you going to send out a few select blog posts to notable journalists? Or are you going to put it all on your website and drive traffic to different pages based on the nature of the content?
Create Compelling Headlines
The headlines of your blog posts and social media posts are critical to making them stand out from the crowd. Just like with content, keeping it topical and relevant is one of the best ways to gain credibility with your audience. However, there is more to a good headline than just being able to catch someone’s attention.
To put it simply, your headline needs to tell the reader what the rest of the blog post is going to be about. In most cases, your headline should be a few words long and should grab the reader’s attention. For example, “The 5 Most Essential Hair Tools Every Woman Should Own” is a fairly typical headline for a hair tool blog post.
The key is to think of something that will make your blog post interesting and informative to the reader, and ensure that they feel that they’ve gotten something valuable out of the piece. Always consider your audience when coming up with a headline — are they a man or a woman? What is their age range? Where do they come from?
These are just some of the things that you need to think about when coming up with a headline for your blog post or social media post. Make sure that you come up with something that is concise and easy to understand, yet still manages to intrigue the reader. If you can pull this off, you’ll be able to create compelling content that will help your business grow.
In the same way that you can have content that is relevant to your target audience, you can have an attractive and persuasive email. To make sure that your email is as useful and engaging as possible, you need to keep it relevant.
If you send out an email campaign that is completely unrelated to your company or industry, you may find that you’re wasting your time and the receiver is going to delete your email (if they even see it). To keep your emails interesting and engaging, you need to ensure that the content is still relevant to your audience even if the subject line or initial email doesn’t give it away.
For example, if you’re selling fashion accessories and you send out an email with a picture of a watch or bag in the body of the email, but the headline is about the best vegan restaurants in San Francisco, your email is probably going to be deleted (unless the recipient is a vegan). But if the email’s content is still valuable to your audience, they might just skim over the irrelevant details in the email and get to your content – the bit that you wrote about vegan restaurants in San Francisco.
Thought leaders are valuable because they can add substantial value to your business by providing advice, educating your customers about your industry, and helping you to find new ways to bring in more business. They can also curate content for your library and help to spin this content into high-quality, compelling articles that you can use to build your mailing list.