Guide to Email Marketing

Now naturally a lot of b2b businesses want nothing to do with Facebook and are surprised that I recommend this sometimes. It’s primarily because they think Facebook is not a business platform and that they will have a better chance at using something else like LinkedIn. And here's why it's somewhat disagreeable with this sentiment. Email drips are pre-made email sequences that are triggered based on events so you can have emails sent to people automatically at any interval you desire without lifting a finger.

As a b2b company, this can be very powerful for you. To be honest, we've seen very little success at running lead gen ad campaigns for b2b clients. On LinkedIn’s newsfeed, though we have seen a whole lot of success at generating leads for b2b companies. Here, we'll give you the exact b2b marketing strategy that we use to increase our leads from nothing to thousands, so many thousands. Now, this is the same b2b marketing playbook that we deploy for our clients that has resulted in six-figure returns within just 12 months. And these same b2b marketing strategies are backed by research and data. We've studied research from all over the web including LinkedIn’s very own b2b marketing report. So if you want the best b2b marketing strategy from a company that uses it but does it for other businesses and uses data to back everything up then buckle up.

So here's exactly what you need to prioritize in your b2b marketing plan in order of priority.

1. BUILD YOUR BRAND

Building your brand is the most powerful way to market your business and achieve long-term growth. This is coming directly from LinkedIn’s b2b institute themselves. Building a strong brand is proven to be more effective than short-term marketing over time and here's an eye-catching statistic for you. According to LinkedIn research, only four percent of b2b marketers measured the impact of their marketing efforts beyond six months. And do you want to know how long it takes to build a brand? You've guessed it over six months but what this means is that by taking a long-term approach and investing in your brand, you will be better than 95 of your competitors because they are all relying on short-term tactics like quick hit facebook ads used as a shotgun approach. Alright! so how do you get started? You can do this by publishing youtube videos. Just like this one recording podcasts writing blogs and creating value-driven social media posts and so much more. Eventually, if you build your brand with the right audience, then they will eventually determine that they need the exact services that you offered. And how great would it be for them to think of your brand first when this comes up all right!

2. SEO (search engine optimization)

Let me ask you a question. Where would you find services like what you offer? How would you discover businesses that provide the same things that you provide nine times out of ten? You will start your search on a search engine whether that's google yahoo or the app store simply being there. When people are looking for your services can propel your business to heights is never seen before. Now here's what I want you to do. I want you to tell me another traffic source that can deliver in-market traffic meaning that people are actively looking for your solutions for completely free. SEO is the single most effective marketing channel for b2b marketing companies. It's nothing like being the first search result on a phrase that gets searched hundreds and thousands of times per month. And this traffic doesn't stop. It keeps coming to you day after day, week after week, and month after month at no expense to you at all. So if I'm designing your b2b marketing strategy, the very next thing I'm writing down is SEO. You need to find high-traffic keywords, place them on your website, and optimize your website correctly to meet search engine best practices. If you do this and generate more exposure to your website over time, then you'll find your business shooting up the search engines and getting free traffic and leads.

3. GOOGLE ADS

The third thing I prioritize here in my b2b marketing strategy is google ads. It's for the same reason as SEO google ads will help you capture people who are looking for you. Google ads can be very expensive over time. You're charged every time someone clicks on your ads and these clicks are not cheap. There are clicks as low as a few dollars to as high as hundreds of dollars. For a single click, it varies based on your industry and how competitive you are. But regardless, if you are savvy with google ads, you can often find low-hanging fruit by targeting very specific words that your competitors aren't even thinking about. This differs from SEO. Whereas if you demonstrate to search engines that your website is the most relevant for a search result, then you will earn free traffic. Therefore you will always get a far higher return on your investment with SEO on the flip side, google ads start working immediately. You can turn on a google ad in no time and start generating traffic, whereas, with SEO, it could take up to one year to start gaining that momentum. Either way, both strategies are in our b2b marketing playbook to help you increase your leads.

4. FACEBOOK ADS

Facebook ads when done correctly can be an excellent source of brand awareness traffic and even leads. Now naturally a lot of b2b businesses want nothing to do with Facebook. It's primarily because they think Facebook is not a business platform and that they will have a better chance at using something else like LinkedIn. And here's why it's disagreeable with this sentiment

Everyone is on Facebook. It has 2 billion users. So if you think c-suite executives and business owners don't use Facebook then I've got news for you. You're wrong! They use Facebook and arguably more than they use LinkedIn.

Facebook ads are 10 times cheaper than LinkedIn ads. A single click on a LinkedIn ad might cost you 5.61 while that same click might cost you 50 cents on Facebook.

Facebook ad targeting is unmatched by any social media platform. Today, not only can you target by things like job title and industry, but you can also target based on behaviors look at like audiences and remarketing audiences. So this is why prioritize Facebook ads as a b2b company. But how do you use Facebook ads effectively for b2b marketing? You need to put the right message, in front of the right people, in the right places. No one is going to buy your 10000 services after reading three short sentences in your Facebook ad. What you have to do is you have to build value. So instead of going straight for the kill create that value consistently over time with a good offer to pique their interest and further it with email follow-ups and retargeting.

5. LINKEDIN MESSENGER ADS

Despite LinkedIn ads being terribly expensive, there are still several ways to use LinkedIn effectively for b2b marketing. There are email ads sales navigators and organic LinkedIn marketing strategies that work very well for businesses. Now email ads are sponsored messages that are sent directly to your target audience because it appears directly in your audience's mailbox. Then they're normally more likely to pay attention to your content. In fact, honestly, we've seen very little success at running lead gen ad campaigns for b2b clients on Linkedin's newsfeed though we have seen a whole lot of success at generating leads for b2b companies through in-email ads.

6. LINKEDIN SALES NAVIGATOR

Linkedin sales navigator is like LinkedIn email ads. But the targeting is on steroids. It's far more targeted and personalized than in mail ads giving you a heightened chance of success. For example, once you insert your targeting criteria, you can filter it by more advanced targeting options like when the last time someone posted on LinkedIn. Now the con here is that LinkedIn does cap the number of messages that you can send from sales navigator. But here's a little secret that I'll let you in on since you made it this far. There are third-party tools that you can pair with sales navigators to send more messages and automate your lead generation process look into a tool called linked helper, which is known for being one of the most powerful LinkedIn automation tools on the third party marketplace.

7. LINKEDIN ORGANIC MARKETING

The good thing about LinkedIn is that his news feed is still in that gold rush error where you can still get a lot of organic views and engagement for free. We saw this with Facebook early on where Facebook did not restrict business content as much and many businesses saw astonishing levels of engagement. Now today, even if you have one million followers on Facebook the chances are that you're only going to reach one percent of them when you post, and that's if you're lucky. linkedin's news feed is not as competitive yet. Therefore you have more room to use it for free to grow your b2b marketing. When it comes to using LinkedIn, you should share frequently on the news feed using both your personal and business account. And remember to post content that your ideal customers will find valuable. You can also publish articles on LinkedIn. A lot of people use LinkedIn for news and research, so posting meaningful content can help establish yourself as a thought leader and contribute to building your b2b marketing brand.

8. REFERRAL WEBSITES

Who's doing all the research in your industry? For example, in the b2b space, there are websites like g2 captera and Trustpilot. And the list goes on and on and on because b2b sales cycles are so long, people are going to do a whole lot of research before making a purchase. So what if you showed up where they were doing their research? So what you should do is think of all the major websites and blogs in your industry, and find out how your business can make an appearance on their website. There may even be advertising opportunities that you can use to help you gain visibility.

Who's doing all the research in your industry? For example, in the b2b space, there are websites like g2 captera and Trustpilot. And the list goes on and on and on because b2b sales cycles are so long, people are going to do a whole lot of research before making a purchase. So what if you showed up where they were doing their research? So what you should do is think of all the major websites and blogs in your industry, and find out how your business can make an appearance on their website. There may even be advertising opportunities that you can use to help you gain visibility.

9. EMAIL NEWSLETTERS

Email marketing is not happening, but the truth is that it is still one of the most powerful ways to nurture your audience. The single greatest difference between b2b marketing and b2c marketing is your sales cycle. B2b companies have a very long sales cycle. This means that even if you generate a whole lot of buzz and awareness, you're still going to need to establish a relationship over time to nurture your leads with the value until they convert. And that's exactly why you should be using email marketing. Ninety percent of people still check their email every single day and that is every reason why you need to take email marketing seriously in your b2b marketing strategy. With email, you can continue to build your brand while baiting people at the same time to take action on buying your services. So if you're sold on this then this is exactly what I recommend you to do. Start sending email newsletters weekly if you can. Send at least eight email newsletters per month to your prospect so that's about twice per week. So the more you can do it, the better you can use a platform like an active campaign which is my personal favorite, or something else like Mailchimp or constant contact. But whatever you do as a b2b company, you can't afford to send emails to your leads.

10. EMAIL DRIPS

What happens when someone contacts your business? Do you contact them and how soon? and is this automatically done or manually done? Regardless of your answers here, email drips can make this much easier for you. Email drips are pre-made email sequences that are triggered based on events. So you can have emails sent to people automatically at any interval you desire without lifting a finger. As a b2b company, this can be very powerful for you. Especially if you carefully craft these email drips to fit the psychology of how people actually buy your products and services.

11. RETARGETING

Just like email retargeting ads help you stay in touch with your hottest leads, for example, if someone is looking at the pricing page on your website, then they're probably a hot lead. So what if the next time they got on Facebook, they saw an ad from you? Or what if the next time they watched a youtube video, they saw a youtube ad pop up right before that video began? Or if they're reading an article online, what if they saw a banner ad from your business? Retargeting ads have very high conversion rates in comparison to ads targeting people who are completely unaware of your business. And that's because the people you're retargeting to are aware of your business and therefore more likely to convert.

12. PUSH NOTIFICATIONS

Here's a bonus tip. Have you ever seen those push notifications that pop up on your desktop or mobile device? Well, this is another form of staying in front of your hottest leads. When you're a b2b marketer you need to make as many touchpoints as you possibly can. This will give you the highest chance of converting your leads into buying customers when you have a very long sales cycle. So the way push notifications work is that you'll need to use an app like intel and install it on your website, then it'll capture the IP addresses of people who visit your website and you can create custom push alerts to go out to them.

We've now covered a lot for you to consider for your b2b marketing strategy so let's go ahead and recap this so you can get right to work. Here's everything that you need to put into your b2b marketing playbook.
Build your brand by adding value via youtube blogging podcasting or social media .

  • • Use SEO to help people find your business for free.
    • Use Google ads to help people find your business for a fee.
    • Use Facebook ads to build your brand awareness and warm leads.
    • Use LinkedIn messenger ads to reach a broad audience directly.
    • Use LinkedIn sales navigator to do personalized outreach
    • Use LinkedIn organic marketing to build your brand.
    • Use major industry websites to reach people looking for your business.
    • Use email newsletters to build your brand and nurture your leads.
    • Use email drips to nurture your leads without lifting a finger.
    • Use retargeting to stay in front of your audience everywhere online and the bonus.
    • Use push notifications to reach your audience on their desktop or mobile device