How to use B2B Marketing Techniques to win Customer Attention

Posted by frank harris on 14/02/19 10:23

How do you increase customer engagement?

customer engagementEveryone in B2B marketing is competing to capture the attention of our best prospects and customers, and that’s not easy. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload.

 

With research and buying habits from our personal lives influencing our professional lives, there’s a battle for attention that’s getting tougher to fight every day. Just like we disregard a commercial on TV or an ad in a magazine due to its lack of relevance to us, we also block out communications from brands that don’t resonate or address challenges we’re facing.

 

Engagement is the new currency in B2B marketing. When we can capture and hold the attention of our personas, we have a real opportunity to nurture and mature our relationships.

 

Here are four things to consider when trying to build trust with your audience:

  1. Focus your efforts on those you want to engage

The notion of mass communication has been proven to reduce engagement and ultimately dilute performance. Getting people to read your latest eBook or visit your website is fine, but if none of them have the potential to turn into customers, have you really achieved anything?

 

A better way is to get specific with whom you want to reach. An Account-Based Marketing (ABM) strategy can help focus your efforts on personas that have the highest propensity to engage with your message and turn prospects into customers at a higher rate.

  1. Target for engagement

To target for engagement, you first need to build a target account list involving your sales team. In doing so, you should answer these questions:

  • What companies are most important to achieving your revenue for the year?
  • Who are the 20% that are going to drive 80% of your results?

You can take a few different approaches to build this list: Engage a predictive analytics company; identify the vertical industries the sales and marketing teams are already targeting; or understand how strategic accounts are included in your target account list.

 

Whatever path or combination of paths you choose, you need to collaborate with your sales team and ensure they provide insight on the list based on their experience in the field.

 

Once you have your target account list, begin marketing to these accounts to increase your awareness among them. You can’t control when those accounts will evaluate solutions like yours, but you can make sure that you are top of mind when they do and that you deliver relevant, contextual content that keeps them engaged and helps throughout their journey.

 

Consider continuous campaigns that will keep you in the game but reduce waste through specific targeting.

  1. Measure by engagement

Most marketers want to focus on an attribution model that shows revenue optimising for channel and assets - and that’s a good thing. But don’t lose sight on indicators that can provide key insights into what drives that attribution.

 

Before you begin your engagement-focused campaigns, take a benchmark for 30 days to understand how your accounts are currently engaging with your campaigns. This will be imperative to understanding the impact of your marketing on those accounts.

 

Then, as your campaigns launch and complete, measure the engagement you achieved with your target accounts. The accounts that increased the most represent the lowest-hanging fruit for deeper-funnel campaigns that drive those directly attributed results.

  1. Enable sales to identify and act on engagement

Around 80% of website visitors aren’t from accounts that are likely to buy your solutions. So, focus on what matters most to the ones in the 20% - accounts that are engaged and most likely to turn into sales opportunities.

 

When there are spikes in engagement from an important audience, capitalise on and convert that engagement into business results. This can be easy to do when you have known people in your database, but it proves trickier when those triggers are anonymous.

 

It’s critical to be able to identify both types of spikes and supply sales with the intelligence they need to get ahead of the competition.

 

Leads alone are no longer adequate for your business. With limited attention spans, we must be able to drive deeper engagement with our target accounts and turn that engagement into actionable insights.

Then, we can determine our campaign performance and enable sales teams to act. Engagement - through relevance, timing and enablement - is how we will deliver the best results.

 

For more on best practices in B2B marketing for small businesses just follow the link below>>>

 

A Guide to B2B Website Marketing  for Small Businesses

Tags: b2b marketing, b2b customer leads, behavioural marketing, b2b customer experience, b2b marketing tips, b2b web personalisation, b2b behavioural marketing, b2b integrated marketing

Capture your Small Business Email Marketing Audience with Killer Subject Lines

Posted by frank harris on 26/11/18 16:27

email marketing 1018With around 40 emails from trusted brands landing in people’s inboxes each week, it’s becoming more and more important for your email marketing communications to stand out.

But how do you become that stand-out email?

If you don’t grab your subscribers with your subject line, it’s likely to be ignored or sent straight to trash.

Where do you start in Email Marketing?

Begin by categorising the types of subject lines you’ll need. For example:

  • Acquisition/opt-in emails
  • Informational/content-led emails
  • Retention
  • Sales/promotional emails
  • Welcome campaigns
  • Win-back campaigns

Think about the different ways you can tell people what’s in your email

Humour

After trawling through an inbox of pretty standard subject lines, a bit of humour could mean the difference between an open and a delete. Take this example from a retailer in the US – “Gift anxiety is so last year”

Emotional

When it comes to grabbing people’s attention, sometimes it’s the emotive type of message that wins. Take this example from one of Paperchase’s Father’s Day emails – “Only a fool forgets Daddy Cool”

Discount-led

80% of people said they sign up to emails for attractive money-off and %-off discounts (Source: 2015 DMA Email Tracking report November).  But, of course, they’ve got to be the right offers. This subject line by Barbour uses a combination of a good discount, personalised content based on location and a time-sensitive hook – “Enjoy 20% off at our Carnaby Street store tomorrow”

Personalised

68% of people in the survey sourced above, say that most of the email marketing they receive include no content or offers of interest. This screams a lack of relevancy of emails sent out by brands to their subscribers. So why not get personal, like the subject of this birthday email by FAIRFX – “Surprise we remembered”. This led to this quote from Liz Stone, head of their online marketing - “Our total additional turnover generated from this campaign rose by over 300% in just eight months.”

Functional

When you’re sending out an email to let a customer know their order is on its way, sometimes there’s no need to be clever. They’re expecting your email, after all. Including the customer’s order number can be useful for you and for them – so set up your mail system to pull it in.

Then test, test, test

You might think you know your personas, but you’ll be surprised at what they react to. Split test your subject lines to see which ones have more impact – whether it’s capitalising keywords or trying different messages. Then use what you have learnt to optimise your future sends.

Don’t forget who you are

It’s easy to think everyone recognises your brand – especially when you live and breathe it. But 45% of people said that if they don’t recognise the sender, they’ll send the email straight to junk or mark it as spam.

  • Make sure your ‘friendly from’ (sender) name is aligned to your brand
  • Subject lines should also be on brand – consistency across communications builds trust

Email marketing is an essential tool in your small business online marketing , so to understand it and what it can do for your business, click on the link>>>

 

Lead Generation using  your Website and SEO

Tags: b2b email marketing, email marketing campaigns, small business email marketing, behavioural marketing, behavioural email marketing, b2b small business email marketing

How to Create a Behavioural Email Small Business Marketing Strategy

Posted by frank harris on 13/07/18 10:32

emailmarketing 0618Even in small business marketing we can learn a lot from those large company surveys.

 

According to a MarketingSherpa study, 39% of marketers said that “automatically sending emails based on triggers” is the most effective tactic for improving email engagement."

 

And yet, an Econsultancy survey which asked marketers “Which of the following practices are a part of your email marketing efforts?” found that only 20% of email marketers use behavioural targeting.

 

Why?

Behavioural email 

Sending targeted emails to your contacts based on their actions and behaviours, is one of the most valuable email strategies an inbound business can adopt.

 

But, a lack of technical know-how can make doing behavioural email a difficult task. To make things complicated, there’s little education on behavioural email for small business marketing.

 

This article will explain the basics of behavioural email marketing: what it is and how you can implement it effectively for your business.

The Basics

Behavioural email is the practice of sending automated, targeted emails to the contacts in your database based on their interactions with your company across multiple channels: social media, email, your website etc.

 

Basically, every interaction that a user has with your company should have an expected and appropriate reaction.

 

In a traditional email campaign, we develop an offer like an eBook, infographic, or whitepaper. Then we create a segment of people that might find that offer valuable and email them.

 

Behavioural email is about adopting a user-focused approach to sending email. I.e., it’s the actions of your site visitors that dictate what emails they receive, after opting in, not a decision made by you.

The Framework

Now that we've defined what behavioural email is and why it matters, here is a three-step framework for implementing behavioural email marketing as part of your small business marketing strategy.

  1. Track how people interact with your business online

The first step in running an effective behavioural email strategy is to study exactly what activities you can see, interpret and act upon. After all, you can’t send behavioural emails if you don’t know the which behaviours to use as a trigger.

 

You have many channels at your disposal to attract, engage, and close people into customers: website, social media, email, webinars, conducting surveys, etc.  

 

Each channel is a chance to listen to users, learn more about them, and start a conversation based on what you gather. This means that you need to track, store and surface information about your visitors.

 

Your contact database is the nerve centre for all your inbound efforts. It works like your brain: listening to inputs, interpreting them, and deciding how to react.

 

Following that analogy, the contact properties would be the collective knowledge and memory stored in your brain. Contact properties store information about people like:

  • website activity
  • email engagement
  • social media activity
  • form submissions
  • conversion information
  • data from other integrated software.

You can then use that information to send emails to people based on this activity.

  1. Determine the actions a user might take

Behavioural emails are effective because they are triggered based on a prospect’s behaviour. As a result, these emails are almost never a surprise. They are an expected reaction to an action taken by a user.

 

That’s the true power of behavioural emails - they are activated by the user, not the marketer.

The decision we must make is which user actions to react to. Here are three worth considering:

  • Form submission for eBook/content: send a transactional email confirming a download
  • View specific content on website: send targeted follow-up content. E.g., if someone views your case study page, send them one of your more popular case studies.
  • Engagement/lack of engagement emails: Send them an email with another CTA or run a contact-re-engagement campaign.

Other actions you might consider as starting triggers might be active engagement on social media, subscribing to your blog or reading a specific blog post. This is where knowing your contact database becomes important. Once you know what you can track, creativity is your only limitation!

  1. Start a conversation with the user based on that behaviour

So you understand what information your database tracks and stores, and you’ve identified some of the most important activities a user might take. The final step is to write a compelling email so you can start a conversation with the user based on that behaviour.

 

How can you make the most of the behavioural emails? By taking advantage that behavioural email exists at the centre of three important email best practices:

 

behavourial email marketing 0618

 

When you set up a behavioural email, you create a personal experience. You’ve essentially created a segment of one - the holy grail for email marketers.

 

Consider the social media messages you send, or the blog posts you write. They are the same for every reader. Using email taps into your contact database, which means you can make it highly personal.

 

Behavioural emails take that concept to the next level by creating a response to something a user just did.

 

Are you ready though for behavioural emails or are you still in the “batch and blast” stage? If so then look at the following first:

 

Lead Generation using  your Website and SEO

 

Tags: small business marketing, behavioural marketing, behavioural email marketing, segmentation, email segmentation, small business marketing strategy

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