I recently read an article in B2B addressing email marketing and its important for companies in the business to business industry. The article stated that of 332 companies, 32% use email marketing for customer acquisition and 27% use email marketing for lead nurturing. The idea of using email to reach more than 50% of the company goals seemed outrageous. I couldn't believe that people actually use email to generate business.
What I realized is that in the B2B industry, they key factor is relationships. In order to connect with other businesses successfully you need to have a strong product, have credibility, be trustworthy and the ability to build true relationships. A person can send out marketing emails until the end of time, but if no one knows you, you aren't trusted and people will not pay attention to the content you are pushing.
Rule #1: Build Relationships
I also read in the article that once you have built these relationships it is important to choose your content wisely and position and release them strategically. You want to connect with your contacts but you don't want to harass them and bombard them with emails, but you don't want them to forget about you either. Ideally, you should email your contact three times in a month, approximately every 10 days, but not like clockwork, have a purpose.
Rule #2: Contact Strategically
Finally, I realized the importance of reaching your target market. If you are sending out emails to random people who may or may not have a similar interest to your content, you are just creating noise. Do your research, build media lists that will benefit you and the people you're contacting.
Rule #3: Symbiosis
Stay Tuned!
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