that will keep your business growing and growing.
Your customers and even a few of your prospects can be influenced to purchase your goods through a variety of marketing channels. There’s email, a call-to-action on a web page, text messaging, LinkedIn, and yes, even direct mail. It’s always recommended to use the channel of choice favored by the people you want to hear from you.
Email marketing, as a communication channel in use today, is recommended for B2B marketing and sales organizations. Yet, there is a lot of talk about spam, fewer people opening their email, or just cherry picking the emails to open and read.
Most businesses have a website. Along with the website, corporate email is a given. So, where does email come into play? There is a lot of abuse regarding email addresses. Besides spam, many people who promise they won’t share an email address, do.
What makes a good B2B marketing campaign in today’s digital market?
For starters, send an email introducing yourself and the company you represent. If Social Media is a good place for a B2B company like yours, do some checking on the competitors to see if they have a presence in social media.
For instance, let’s say that a lot of lead time is the norm using a customer acquisition program. Even being cautious, sending an email to someone you don’t know, is usually not a smart move.
Aggravate the wrong person with an unwanted email or sending the same email to a person who received it two weeks prior, you’ll likely lose your place in line.
When starting a quest for new customers, play by the rules. Having prospects opt-in to your email database is a good rule to abide by. Adding another communication channel into the mix is a great idea.
Email and direct mail were made for B2B.
For example, direct mail is one of the safest communication channels to get information needed to introduce your company’s products and services. Aligned with email, you’ll find this is a great way to increase opens and response. Be patient. Your time is well spent on learning more about the companies you contact and their needs.
Wait, there’s more.
In the old days, maybe in 2007, email and direct mail started to team together with some forward-thinking companies. Tying them together with the World Wide Web using landing pages and call-to-action tools of direct marketing, these companies were getting additional responses from the contacts in their data base. Company personnel started smiling more with better open and response results using beginning new found segmentation usage with the company database.
Many of today’s successful B2B campaigns are using a variety of strategies in direct marketing, direct response, customer-centric, data driven, websites and landing pages, social media, digital and content marketing with a variety of communication channels to reach contacts and turn them into customers.
What’s your secret marketing code?
Stay close to your prospects and customers to learn more about them.
It seems every day, more and more advertisements arrive on whatever digital you are reading, except for a hard cover book. Most, if not all just happen, and usually arrive at the most inopportune time.
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