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Teenvio
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Communication via email seems to never go out of fashion. Nowadays, email marketing for B2B businesses is a powerful tool in digital marketing, as many companies and specialists in the field have confirmed.
If you are dedicated to or have a B2B (business to business) business, this article will be useful to you, as it provides some very useful tips to strengthen your email marketing strategy to target other businesses.
Recommendations that a B2B business should follow to do email marketing
According to Hubspot statistics, 86% of professionals use email to communicate , and based on this, we need to rethink the use that is being given to this important medium. Think about whether you were it directors managers email lists already applying some of these tips or not.
Put cross-selling into practice
Companies that provide services to other companies usually offer more than one service, but often businesses do not contract more than one service from the same company, most of the time due to a lack of knowledge of its offer. Therefore, it is necessary to start promoting cross-selling and selling more to the same client.
Cross-selling allows you to sell more to the same customer with less effort compared to what it takes to attract new business.
When doing email marketing , it is advisable to carry out a type of segmentation by service, for example, let's suppose that you are a digital marketing company as such, you have countless services: social media marketing, development of marketing plans, web analytics, content generation, SEO, web development, etc.
But the person who hired you only did so to manage their social media profiles, so what if you offered them SEO consulting, a new website, or a content marketing strategy?
For any business, it is essential to know what terms your products are related to and so, when creating a social media plan, be aware of the keywords to use within your profiles.
That is, the idea is that you can segment your list according to the services they have contracted and thus know what other services you can offer in your newsletters to promote sales among customers who have already tried one of your services.
Teach and make clear what you are willing to offer to help him
Email marketing help
If there is any similarity between digital and traditional marketing, it is that the final intention will always be the same: to sell products and services . But current trends suggest not doing it in such a “direct” way and using strategies such as content marketing .
So, you have to make it clear to potential clients that you are willing to provide the necessary tools so that they can improve their presence on the Internet , their ROI, their efficiency.
Keep in mind that not everyone who subscribes to your newsletter is in the final part of the sales funnel . You will have to fully convince many of them to hire your services, and promotions can help you with this.
A clear example could be the creation of special offers such as this discount code for a Webempresa hosting service. These are promotions that can be sufficiently attractive to show that you are looking to help them , and this discount in the case of the example is a good “reason”.
Offers, discounts or promotions have a very positive effect on the minds of consumers , giving the feeling that they are making a good purchase and that they are being allowed to acquire a product or service under more advantageous conditions than usual.
In your case, using them as an email marketing technique means the opportunity to push the subscriber to a definitive conversion , that is, to the final purchase.
Keep in mind that this is not about just creating a promotion, you will have to study in which cases it is good to offer them and in which it is not, the idea is to make less effort in marketing and sales and increase the efficiency of both to maximize ROI .
Don't just email CEOs
As a B2B business, it is obvious that all your efforts and communication plan will be directed at the CEOs of the companies, but it turns out that your database can be more general and that the newsletters can also be reaching other types of audiences: employees, area managers, purchasing managers, etc.
That is, you have an audience that may not be the one making the purchasing decisions, but may have some influence on the decision-makers of companies.
Therefore, it is necessary to generate a message that is clear regardless of the type of position the subscriber holds within their organization.
Create email marketing campaigns based on triggering actions
Actually, this is not just an email marketing tip, but one that everyone should consider because emails that trigger further action from subscribers should be part of any business strategy.
