A strong B2B marketing strategy is one of the key ingredients for success in today's highly-crowded global marketplace. For B2B marketers, it has become more important to blend together marketing best practices to create a customized strategy that will fit your target audience. With digital content and properties capturing an increasing share of the attention of B2B decision-makers, it is critical for your brand to develop a B2B marketing strategy that addresses both traditional and emerging promotional opportunities.
As modern marketing expands and audiences change, you can be sure to see the best B2B marketing strategies and tactics emerge. If you want to stay on top of your game, you need to regularly add new methods to your playbook. Today we’re going to cover the top 7 B2B marketing strategies you can utilize to increase leads, ROI, and, most importantly, sales.
Set Your Goals
To overcome challenges and to achieve your email marketing goals, marketers must have strong email marketing strategies to establish the foundation for growth and evolution. If email marketing is on your to-do list for 2018, you’ll want to start with setting measurable and attainable goals. Setting marketing smart goals makes it easier to evaluate the results of your different marketing activities and also give the focus and motivation you need to stay with them. Goals should be SMART: specific, measurable, achievable, relevant and time-bound. Without the smart goals of email marketing, you risk losing the brand of the true benefits of email marketing as a marketing tool.
Goals help you measure what was successful or what failed in your marketing campaign and what you'll need to change in the future. Maintaining a healthy and solid email marketing strategy will ensure that you continue to meet your email marketing goals and increase the performance of your business in general.
Identify Your Target Audience
A target audience is defined as the group of individuals, or for marketing purposes by email, the list or specific segment, to which a campaign is directed. Based on your specific goals, you can decide who the best target audience for your campaign is. Why is a Target Audience Important? It is important to have a target audience because the language, channels and information you use to communicate and appeal to one demographic may not be as effective with another.
However, the effectiveness of any email you send for promotional purposes depends on the suitability you have for your target audience. When you focus on the people most in need or interested in your product or service, there is a mutual benefit: you allocate your resources to the right efforts, and your clients spend their money on what they really need. To better understand how people get involved, marketing specialists must rely on data technologies to create a target audience aligned with their marketing objectives.
Provide Visually Interesting Campaigns
If they’re not already, email campaigns should be on your radar as one of your go-to marketing channels this year. Email audiences are continuously growing – and they’re going mobile, too. Email is a very effective way to facilitate direct contact with existing customers, as well as to develop better relationships with potential customers.
Nothing is better expressive than high-quality images when it comes to capturing the attention of customers on the Internet. Images are much more effective than long texts since potential clients will not need to spend too much time or attention absorbing the information provided. In general, the visual elements are a necessary component for a strong email campaign.
“According to MailChimp the amount of images in an email also has a dramatic influence on the open/click rate.”
With an increasing number of email campaigns competing to attract the attention of their readers, it has never been more important to adopt the power of beautiful design to generate conversions. While designing an attractive email can be difficult, it can make a big impression on your audience and see a great return on investment by understanding and implementing visual elements.
Write Effective Subject Lines
According to a report, 35% of email recipients open emails based on the subject line alone. That's why it's so important to create subject lines that are attractive enough for people to click through .Good subject lines are usually personal or descriptive, and give the recipient a reason to verify their content.
“According to MailChimp, the most effective email subject lines are brief, descriptive, and include a compelling reason for the user to click ‘open’. “
The most important point to keep in mind when writing an email subject line is who your target audience is and what action you want them to take. Knowing how to craft an eye-catching email subject line can mean the difference between the delete folder and loyal subscribers, so it pays to know key tactics to enhance engagement.
We are in the midst of a mobile revolution that requires email marketers today to reconsider their email marketing plan to account for where, when and how people are getting involved with the email campaigns they send. The use of mobile devices to read and interact with emails is on the rise. For years, mobile devices were capturing people’s attention in ways that threatened the sovereignty of desktops. Litmus’s most recent count showed about 53% of emails being opened on mobile devices; Movable Ink’s Q1 2015 Mobile Device study found 67% of email opens were on mobile. Different studies cite different stats but the trends lines are the same.
How to optimize your email campaigns for the Mobile Era. These are the 8 steps you can take to ensure your email marketing campaigns are opened, clicked, and converted in today’s day in age:
- Use mobile-ready templates
- Shorten your subject line
- Write compelling preheader text
- Optimize the ‘From’ Name
- Balance image size & text
- Big buttons for big fingers
- Use mobile-ready landing pages
Trends come and go, but the best remain. Follow these best e-mail marketing practices and break a leg in 2018 and in the next few years!
Search Engine Optimization (SEO)
Do your readers continue to engage with you across your social platforms? How many of your emails directly impact sales? Email marketing is an excellent complement for SEO. So, how can your emails generate SEO results? The connection between email and SEO is not obvious. However, email is a useful tool to keep the audience involved and handle traffic in a way that no other marketing channel allows.
The combination of Search Engine Optimization and email marketing is based on the transfer of content from emails to the site, and vice versa. Search engine optimization is probably a great source of traffic and leads for you. And email marketing is the main channel for the generation of entry leads for companies. Let us look at some ways we can combine seo and email for even more leads!
- Distribute Link Building Content Through Email
- Optimize for the Best Lead Generation Topics
- Test Offer Conversion Prior to an Email Send
- Use PPC to Boost Email Click-Through Rate (CTR)
- Search Engine Optimize Landing Pages
- Focus on Email Sharing for Link Building
- Use PPC to Test Email Subject Lines
So set up your email campaign to run this difficult algorithm. Test all methods and then monitor your progress.
How to Integrate Email Marketing With Your Social Media Efforts? Email marketing and social media marketing are not far apart in the spectrum of digital marketing. While in recent years new techniques have been seen in the field of digital marketing, email marketing still has its place in the current environment, and very important. But email marketing is not the only way marketers are getting traction in the digital space. Content marketing, Pay-Per-Click (PPC) ads, and social media are all helping marketers achieve their goals.
As per Shareaholic, Facebook is the number one referral traffic source for websites. New media websites like BuzzFeed derive a majority of their traffic from social media.
Should email marketing and social media be integrated? Yes, and these are some reasons why:
- To extend email reach
- To identify key influencers
- To grow your subscriber list
While it is effective separately, the combination of your social networks and email marketing strategies can help you exceed your Internet marketing goals.
Follow these seven steps to make sure you are checking the box of your B2B marketing strategy. Now you can start to optimize and improve a solid B2B growth strategy, and see where your potential customers go and the return on investment from there.
By Brown Hill