When it comes to marketing, there is no one-size-fits-all option. You and your business are different from every other business out there. Yes, even if you provide the same services or you have the same products. This means that while there will be some cross over in clients and customers with your competitors, your audience will be unique to you. One of the leanest ways to have an amazing campaign is to use the information you already have in your data lists. If you are in the middle of building your B2B data list, then you can use services like marketingdatalists.co.uk to boost your efforts.
The truth is every business will have to market. Not many hit the ground running unless they are launched off the back of a celebrity career. And, without deep pockets, you are going to want to be as lean and low-cost as possible. Thankfully with the right data lists, most of the groundwork is done for you – all you have to do is leverage them in the right way.Â
This is going to be one of the most powerful things you can do with your data list. So it pays for you to do it to the best of your ability. The first and most important thing is to make sure everything that you send out is of interest to your list. You can be sure of that is you have either purchased or built the list in your field and broken it down into groups that make sense to your marketing efforts and business. Emails that are relevant to the reader are much more likely to get click-through traffic and purchases.Â
Consider the subgroups that you will use.Â
- Product type: can you sell rollerblades to the elderly, do you want to promote bifocals to teenagers? Right product to the right people.Â
- Niche: make sure that your B2B efforts are aimed at the decision-makers for any business and they are in your niche
- Geographic: language makes a difference, so does the currency you use. Cultural differences and distance for traveling if applicable too.Â
You can segment in a number of ways. Surveys, purchase cycles, click-throughs will all make a difference.Â
ConsistentÂ
Although you should try to stay on the side of sending just enough, becoming spammy is really easy. Make sure that you are sending out regular marketing, and always include an ‘unsubscribe’ so that people are given a choice. Most people check their emails multiple times a day, so being there often will get you noticed. If you have a relationship already or are building one, and seeing traction, then continue your marketing.Â
Subject Matter
Your subject line has to speak directly to the needs of your prospects. Avoid gimmicky headlines, because you are looking to build a functioning relationship that will last. Not a one-hit-wonder. In a few words, you need to:
- Tell them what they are getting
- Connect
- Keep them shortÂ
- On brand
- Questions are typically going to get more clicks
- Correct personalization – if you are using names, make sure they’re right
Testing
You are likely going to be sending out a range of emails, and some will perform better than others. It is your job to test the emails against whatever metrics you choose. This might be open rate, conversions, click-throughs, etc. Typically you are looking for conversions, though. A/B testing software can help you here. You will get a better idea of what your customers want from you and can refine your campaign properly.Â
Value
Because you have a data list of the people you want to reach, you will know what you can offer them in terms of value. So anything that you send them, email or otherwise, should be speaking to them in terms of value. Rather than sell, sell, sell – go for a mix of great content that is useful to them and promotional offers too. The higher the quality of your content, the more likely people will open your emails just to read that.Â
Guidance
Once people have opened your emails, and they are interested in reading more, make sure that you have links to all of the relevant places. Guide people to your call to action, make it easy to see, free of clutter, and have the copy in the email lead them to it.Â
Repeat
Once you crack the code of what works and what does, you can repeat the process with different products and keep working on building your data list. This will help you keep your sales steady and increase them over time. Your rapport with your customers will get stronger and stronger.Â
You can also use an email marketing tool for retargeting people who didn’t open the emails the first time around; now, you have perfected process.Â
