In the business to business world, marketing through social media is all the rage these days. while there is certainly nothing wrong with utilizing those platforms—in fact, it should certainly be encouraged—your business can be just as effective by utilizing a tool that was around long before social media was even a thought: email. B2B email marketing for your San Diego business is still a viable way to promote your business to prospective buyers. To that end, here are some simple strategies for creating effective campaigns for this tool.
Choose a Great Email Service Provider
An ESP is simply a convenient platform for a business to create online mailing campaigns in the simplest way possible. It also has the ability to create and host an email list so that you can send mail to every contact on that list with the push of a button. Some of the most popular examples include MailChimp, Constant Contact, and Pardot. Depending on your business needs, you may want to look into different ESPs and compare pricing. For example, Constant Contact carries no cost if your subscriber list is under 2,000 addresses, and you can send 12,000 emails for free per month under that plan. Pricing varies based on the size of the list. The other ESPs have various pricing options as well.
Set Some Goals
What are you trying to accomplish with your emailing campaigns? Are you trying to up your sales? Establish your brand? Educate your subscribers on certain topics? Whatever your objectives are, map them out beforehand. Then, appoint a person or team to oversee these campaigns. They will be the go-to point for all matters related to the mailing.
Build, Automate, Nurture
Once you have established objectives, starting building your list (or lists). A good starting point is previous clients, but you can also integrate a sign-up form on your website to direct traffic towards your list. You can then automate your campaign to automatically communicate with new subscribers and get the conversation going. Your ESP will be able to help with this. Another good idea is to set up an RSS-to-email feed so your subscribers and potential buyers can opt-in to getting an email every time new content is posted on your website. You should also set up a lead nurturing campaign so that buyers who are undecided about doing business with you can be enticed by offers or content through their inboxes.
These are the barebones strategies for effective B2B email marketing in San Diego and elsewhere. Who knows? Maybe your business will discover an even more powerful route for this form of promotion.