Marketing to businesses is fundamentally different from marketing to consumers. For starters, when you are marketing to a business, the main goal of your marketing campaign is usually to educate and persuade the decision-makers in your target companies. The goal of your marketing efforts is therefore to show how your product or service can lead to better returns on investments, and how it can increase expertise or efficiency. This is unlike when marketing directly to consumers where factors like great deals or entertainment quality of your service or product hold more sway. When marketing to consumers, crafting a strategy that speaks to your customers’ emotions is therefore likely to be more effective.
Keeping these differences in mind, it is easy to see why you will need to adopt different email marketing strategies when it comes to B2B marketing. The following are tips that will come in handy in helping you to come up with email marketing campaigns that help your business to grow faster.
Write eye-catching email subject lines
While most decision-makers use email as a primary means of communication, they rarely open unsolicited emails. This is because they are more likely to be inundated with thousands of them. This makes it extremely important that you spend a significant portion of your time to draft an enticing subject line.
When coming up with the subject line, it is important to remember that you are targeting a business and not a consumer. Emphasizing great deals or fun in the subject line is more likely to get your email ignored or marked as spam. However, if you choose to focus the subject line on reducing costs, improving efficiency or solving a pain-point that the targeted business is likely to encounter, you increase your chances of getting a positive response.
Simplify your email with a relevant call-to-action
Filling your emails with call-to-actions will simply decrease the effectiveness of your campaign. More call-to-actions tend to lead to choice paralysis, a condition where the target user freezes simply because of endless choices. While having multiple deals can be exciting for consumers, it is usually a turn-off when it comes to B2B marketing.
When drafting your email, make sure that you keep it focused. In fact, creating it in such a way that it has only one call-to-action will significantly increase conversion rates. It makes the decision-making process easier, something that most decision-makers will appreciate. Doing so will increase the quality of your email as it will show a certain level of professionalism.
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Don’t forget email segmentation
Segmenting your email lists is important when it comes to B2B marketing because different decision-makers respond to different things. The head of an engineering department may be interested in products or services that are new or which employ new technologies. However, technological advancements may not be the most enticing aspect of a product or service when your target audience consists of accountants.
When drafting your emails, make sure that you narrow down its messaging to what will resonate with your target audience. If you are targeting your email marketing campaign to the head of the accounting department, your emails should address things that they are concerned about. As a result, an email sent to the CEO or to the engineering department head should be different from the one sent to the COO.
When you segment your email list, you increase the chances of a successful conversion because your email will be addressing what your audience is concerned with. Doing this will also demonstrate to your audience that you care about their concerns. This approach is more likely to create a better connection and develop a solid foundation for a business relationship.
Once you have drafted your email, segmented your email lists, and then sent out the email, do not forget to carry out retargeting campaigns. With these campaigns, you will be able to get in touch with sections of your audience depending on how well they responded to your first email. You can further increase the success of your campaigns by having experienced digital marketing companies, like MediaGroup, fine-tune your approach to B2B marketing.
