What’s your preferred technique for promoting your products to new business prospects? DM, telemarketing, email marketing and social are all valid and sound approaches which all have varying levels of success depending on product and campaign set up and delivery. This blog looks at how to use eMarketing to attract and connect with new business.
eMarketing is a vital method of connecting with new business prospects. Forget the chatter about email marketing being past its prime, yes there is a charge to be heard for overuse but the accusation of recipients becoming jaded and impervious to its impact are over-egged.
Like it or loathe it, eMarketing is still very much alive and kicking. No matter what demographic your audience has, whether they are B2B or B2C, email remains a great way to target customers and prospects.
It works, it gets through to people. It delivers results.
There is a caveat … stick to a few simple rules and don’t get on people’s nerves.
Why is eMarketing such a successful and flexible communications tool?
There is a plethora of reasons why eMarketing is such a popular method to use to attract and connect with new business. Here are a few we believe in wholeheartedly and try to keep at the forefront of our minds when creating eMarketing campaigns for our clients …
- eMarketing offers lightweight interaction to customers; it’s accessible but not intrusive
- eMarketing enables companies to respond to queries quickly, easily and in real time for customers needing immediate information or results
- eMarketing enables companies to stay in touch with customers/prospects between phone calls, it enables nurturing without pestering
- eMarketing allows companies to propose additional products/services which add value for customers/prospects
What are the key elements to getting email marketing right and how should you use eMarketing to attract and connect with new business?
- Understanding the buyer journey and tapping into your prospects’ psyche
Great eMarketing is just as much about knowing when not to send as well as when to send! It’s important to understand the buyer journey and what inspires and concerns them. Look deep inside your buying personas to gain insight into what and why they buy and when and who they buy from.
- Recognising that your database is the nerve centre of any data-driven marketing efforts
The information in your database (and the ability to segment this in an intelligence-led way to a granular level), will be the key to eMarketing success. Segmentation allows marketers to undertake targeted, relationship-driven marketing that delivers results.
- Once identified, remember to love your target audience
It is vital to align email content to the buyer journey to ensure your love will grow. Identify key touch points in the sales and marketing process and encourage positive interactions at every step of the journey.
Know your audience; always consider and reflect buying personas
- Be targeted; segment by company, role, behaviour, buying history
- Be analytical; always refer to the market intelligence at your disposal and don’t forget to include sources such as social and web analytics
- Be focused and make it personal; build separate lists for each target audience to ensure the right message get to the right person at the right time
- Your aim is to get new customers to see the value of your product/service asap
Effective campaigns don’t just happen and even superlative products don’t sell themselves. Planning and preparation is vital. To be successful your email marketing campaign should follow this pattern:
- Attract prospects through informative and compelling blogs, keywords and social media
- Convert prospect interactions into potential customers using forms, CTAs and landing pages
- Close potential prospects into actuals by providing value and engaging using CRM, workflows and nurturing email marketing
- Delight your customers on a regular basis through surveys, smart content and social monitoring. Pay attention to context. Listen to them. Show them some love and the benefits of a continuing relationship
How do you run a successful eMarketing campaign?
Firstly, ensure you understand why email marketing is important to your business and make sure you get buy in from key stakeholders in the company.
Once this is in place consider your contact database; have you got the data you need? If not, purchase this from a reputable supplier. Following this purchase, create the right lists. Build separate lists for each target audience to ensure the right message gets to the right person at the right time
Next, think about how and when you are going to make contact with your target audience. Whatever you do make it relevant and personalised. Just because your email went out to 10,000 people doesn’t mean it has to read as if it did.
With eMarketing it is vital to use the right marketing automation software which will not only schedule, personalise and make relevant your communications, but will also enable you to easily analyse results and responses. Automation software and subsequent analytics are vital components of the engine that can power the growth of your business.
What Next? Do you have the information required to use eMarketing to attract and connect with new business?
Based on the interactions and captured leads, we recommend rapid follow up with automated responses followed quickly by sales team contact. It’s also sensible to put a nurturing strategy into place to keep leads warm and ticking over until they are ready to buy.
If you get all this right, you’ll take your customers on a journey where you start as strangers and end up as firm friends. You can judge the success of your campaign dependent on whether customers start as ‘new’, enjoy an ongoing relationship which ends up with them as ‘evangelists’!
- New: provide the information and product value they need to fall in love with your product or service; build loyalty
- Ongoing: keep the love alive, don’t give customers reasons to go elsewhere; value loyalty
- Evangelist: congratulations! Your customers’ loyalty is strong, and they love you enough to become brand ambassadors … don’t be smug and take this for granted, you need to work hard to keep it this way; maintain loyalty