After the initial contact
Once a potential client expresses interest in your product, you should begin the process of narrowing the funnel to target his or her interests. This means having a website that stores data about clients and syncs that data with the email and the phone call via call tracking. This way each person can receive the information he or she wants based on website browsing history. A potential customer can start out looking at the inexpensive way a product works, and then receive an email about ways in which someone can further reduce the cost of buying a product or running a machine, when that person clicks on something in the email, it will trigger a more specific message.
Drive interest with quality content
Long also suggests using short subject lines that make people interested in a product. He advocates avoiding too many details as a way of being mysterious. That being said, it’s important to remember that clients will be filtering their emails, so it would behoove you to include a description of what the product does to avoid being sent to the trash folder. Another point to remember is that many people are looking at emails on their smartphones and other devices, so sending out content that works well and looks appropriate on any platform with any software will become increasingly important.
Another factor to consider is that Gmail Inbox is coming. This product will organize emails very heavily based on the subject line and the company sending it. Additionally, Inbox will have more pictorial content, with preview screens and lots of room for HTML coding in the emails themselves. This means that having something that really grabs the attention will become more important. Text and headlines alone won’t be enough for much longer.
Things that don’t work anymore
Kimanzi Constable recently wrote an article in Entrepreneur about methods for sending out emails that don’t work anymore. Most of these are based on the theory that people will click on emails blindly. In fact, because of the way Gmail sorts emails, it has become much more difficult to send out “spammy” emails that don’t get stuck in the promotions tab, where people seldom pay much attention.
Examples of emails that don’t serve to drive interest are those that feature a headline like “May we ask you a question?” People will immediately think the email is spam and ignore it. Other spammy headlines include ones that name a ballpark figure of money someone will save if they use your product. B2B marketing is about giving honest answers and letting the potential client decide what he or she wants to do. Trying to deceive people with a best-case scenario doesn’t work with businesses that have an experienced person driving the operations. They will just ignore emails that promise things that don’t sound believable.
Companies must be mindful that a poor presentation is worse than no presentation because it can tarnish the brand.
Solutions that promise real results
The best way to get results is to segment your market based on what kind of buyers you have typically found in the past, according to John Boitnott, writing in Entrepreneur. The concept is similar to create personas, except applied to small business promotion. Think about the benefits your product has for the business that is buying it, and then create a website centered around each of those good points. Following that, zero in one different layers within each benefit, such as the different cost savings that come from using a very specific machine for a certain task. This way you can create a wealth of information that can delivered to a client. Remember always that B2B marketing is about communication rather than a one-sided email that doesn’t receive feedback from the reader.