Are you looking for ways to make the email marketing strategy more effective for lead generation? We have some tips for you.
Nearly 92 percent of adults with online access use email. Out of these, 61 percent use it daily. They send out emails, read emails, and reply to others.
What does this mean for the B2B seller?
It means email is superb for building relationships, reconnecting with old customers, sharing updates, and promoting products/services. Use it well, and you can harness potential customers into your leads basket for nurturing and conversion.
Let’s look at five email marketing tips along with other lead generation tactics to help you pull in more B2B leads.
1. Email Marketing Tips
Strategic approaches to help maximize your email marketing campaigns include:
- Sort out your data. Check the validity of the email addresses and segment the prospects according to your buyer personas and customer lifetime value. It will help you package relevant messages and know which prospects to pay attention to.
- Automate email campaigns. Set up triggers that enter potential customers into specific email flows depending on the actions they took.
- Use your assets. Don’t just promote your solutions, use your email interactions to share useful videos, customer testimonials, or invite the prospect to upcoming webinars. A not-too-sales-y approach encourages prospects to learn from you and builds credibility.
- Give your strategy time. Procurement processes take time and your emails will probably be distributed to multiple decision-makers for consideration. Ensure your emails address concerns at different levels from end-users to departmental heads, finance, and C-suite.
- Measure results. Set up metrics like delivery, open and click-through rates, landing page hits and conversions, as well as response rates. Measure these to know how successful your campaign is.
2. Cold Calling
Does cold calling work today? Absolutely so.
So long as businesses are looking for ways to drive better business results sellers can rely on cold calling to initiate conversations with potential customers.
But today’s sales teams don’t just dial random brands and toot their wares. Nay, they use data and sales intelligence to identify prospects who are good fits for their solutions.
They craft meaningful pitches and call up the prospect at the right time to increase their chances of success.
Best practices include:
- Have a plan. Beyond meeting your quota, ask yourself what outcome you would like to see from the call. Map multiple paths the call may take and how to get to your goal.
- Avoid the robotic stance. Yes, you should be professional, but don’t sound robotic. If you want to connect to your listener, they will need to perceive you as personable, relatable, and likable.
- Keep your cool. Salespeople panic when they realize their prospect isn’t interested in what they are saying. They end up raising their voices and talking too fast, which further alienates the listener. In this scenario, breathe deeply and look for new ways to interest the prospect in your services. If it doesn’t work, wish them luck and part ways.
- Have a follow-up strategy. It’s easy to give up when you don’t receive the response you anticipated. If you can’t reach the prospect on the phone severally consider using other mediums like email or LinkedIn to reach the prospect.
3. Video Marketing
Studies estimated that by 2022, 82% percent of consumer internet traffic around the globe will comprise internet video traffic.
Videos are a perfect communication channel for B2B sellers to run promotional campaigns, boost brand awareness, educate their audiences, and a lot more.
Here are some ways you can use to gain more leads:
- Add video to your email messages. The visual nature of videos makes them more appealing than plain text. Emails with video enjoy higher open rates, creating opportunities to communicate your value proposition and get subscribers interested in your offering.
- Use video on landing pages. From explainer videos to customer testimonials, service overviews, and offers, videos help your visitors experience your message and compel them to take specific actions. Brands that sell experiences, such as travel agencies and tour operators, can add videos on the landing pages to show customers what they can see and do at the given destinations.
- Create retargeting videos. You can serve retargeting video ads to former website visitors based on their interests and actions on your website. It keeps your brand top of mind and encourages them to come back.
- Put together video case studies. These videos help potential customers relate to the customers sharing their journey and see the measurable outcomes they experienced. Through them, audiences identify your solutions as viable options.
4. Create Lead Magnets
Let’s put things in perspective.
You probably receive a ton of emails in your inbox daily—what would make you trade your address for another email campaign? It would have to be really useful, wouldn’t it?
That’s the mind businesses need to have even as they create lead magnets. That whatever asset they create must answer a problem, ease a pain point, or provide information that’s not already available.
It’s the best way to nudge potential customers to share their precious contact information with you.
Here’s how to go about creating one:
- Choose your audience. Avoid generalizing your lead magnet to suit every buyer persona in your book. Target a specific buyer segment (starting with the highest value) and create an asset that meets their specific needs.
- Define your value proposition. Now that you know who to target, think about what you can offer to compel them to sign up for or download your asset. Identify common problems or needs you can meet without having to go overboard to convince them.
- Decide on the type of magnet you want to offer. There are plenty of options to choose from including guides, toolkits, assessment tests, quizzes, surveys, reports, cheat sheets, videos, sales materials, etc
- Give the asset a name. An eye-catching name that revolves around your value proposition appeals to audiences. Go for one.
5. Leverage Landing Pages
Landing pages maximize interactions between site visitors and your web pages to establish contact.
They “warm-up the stage by sharing useful and compelling information to nudge the audience to push through the desired action.
Here are top ways to leverage landing pages:
- Pay attention to the design. Ensure the theme colors, titles, and fonts match the initial communication (email, social post, etc) that brought the audience to the landing page. It makes transitions smoother.
- Create impactful CTAs. . Use words that trigger audiences to take action like, “Send My Special Offer Now,” “Claim Your Free Trial,” “Get Started Now,” “Grab Your Offer Now,” etc.
- Improve your forms. Have a clear value proposition, optimize for mobile use, and ask for minimum information. There will be time for more details later in the engagement.
- Add customer testimonials. Social proof rubber stamps your authority and reassures visitors that your solutions work.
