7 Ways to Capture Your B2B Audience Before They Click Away
by MGB2B
In a world where attention spans are getting shorter, first impressions count more. We know that what you want to tell your B2B audience is important, but do they? Your content—be it on your website, digital ads, or social media—has mere seconds to register before those eyeballs move on. So what’s the best way to make a good impression? We’re laying out the 7 places to focus to get the job done fast. (more…)
B2B Myth of the Week: Customer-Centric Marketing Only Benefits B2Cs
by MGB2B
Myth: Customer-centric marketing is only for B2Cs
Fact: Customer-centric marketing is pivotal for B2Bs
Focusing on customer needs and wants—be they physical or emotional—has been the foundation of B2C marketing for years. This may not be the first strategy that comes to mind for B2B marketers, but turns out, they could learn a thing or two from their B2C counterparts. Why? B2B buyers are savvier than ever. B2B brands can no longer just claim the best product or service and expect sales. They need to make a stronger connection to their audience.
Enter customer-centric marketing. This technique prioritizes customers over any other factor using a blend of common sense and solid user data. That means focusing on customers pain points at every stage of the buyer journey. Remember, multiple factors impact your buyers’ decisions, and they’re not all directly product-related. Want to learn how to sharpen your customer-centric marketing arsenal and stand out for from your competitors? Read on. (more…)
Continue ReadingFive Don’ts of B2B Email Marketing
by MGB2B
As a B2B marketer, maintaining a positive relationship is vital to your sales funnel. One of the best ways to do that is through B2B email marketing. It’s one of the most productive lead generation tools, but there are many ways to overstep your boundaries. When it comes to content, accessibility, and frequency, here are five things to keep in mind as you construct your next email campaign.
1. Sending Too Frequently
Many things are better in moderation, and marketing emails are no exception. We know what you’re thinking: we just told you that staying in touch with your customers is important. But flooding their inbox can have the opposite effect. Your customers receive hundreds of emails like yours, and it’s your job to ensure your email doesn’t get lost in the clutter. By sending emails less frequently, your customers will be less likely to feel badgered and opt out of future communications.
2. Lack of or Excess Personalization
There’s lots of talk of personalization these days, and with good reason. Consumers want to feel attended to and known. In fact, 82 percent of marketers reported an increase in open rates through email personalization, while 75 percent believe that personalization yields higher click-through rates. But keep in mind, this is more than simply a “Dear So & So.” It’s about knowing what your customers want. Sending them emails with products that match their previous interactions with you is one way to do it. But if you send them emails for products that don’t match their interest, or worse, products they’ve already purchased, your emails will become more white noise in their inbox.
This has to be done with a deft hand, however. Too much personalization can be a turn off in a creepy, big brother sort of way. It’s all about balance, folks. Fine tune your efforts so personalization is gradual, purposeful, and accurate.
3. Mobile-Unfriendly Layout
Though people still use their desktops, more and more people stay on top of their email from their phones. It’s important to make sure your content is optimized for all devices. If your images don’t load or your text is wonky, you can expect a swift delete.
4. Poorly Written Content
Customers are savvy. An elementary voice, grammatical errors, or poorly written content suggest your company shouldn’t be taken seriously. Furthermore, body copy that’s too wordy will be a turn off because no one has the time to read a tome.
5. Bad Subject Line
The subject line is the first written content your customer sees, and will define whether they open or delete it. Short, to the point, with just enough hook to pique their curiosity is the way to go. Otherwise, your email content will never be seen.
Considering that today’s marketers need to do more with less, email marketing gives us a whole lot of bang for our buck. And while other marketing trends come and go, email marketing remains a workhorse. To use it to its fullest potential, make sure you keep yours in line with the tips above.
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