Your customers and prospects can be influenced to purchase your products and services through a variety of marketing channels. There’s email, Facebook, Twitter, direct mail, LinkedIn or any flavor of the week channel.
You can drive your readers to your website and place a cool call-to-action on a landing page. Some of your competitors may have used text messaging, content marketing or even a video on YouTube.
It’s always recommended to use the channel of choice favored by the people you want to read your message. Okay, what did I miss?
Let’s discuss email.
Email marketing, as a communication channel in use today, comes highly recommended, for B2B marketing and sales organizations. Most, if not all businesses, have a website. Along with the website, corporate email is a given. So, where does email come into play? Let’s look at the con’s and pro’s.
There is a lot of abuse regarding email addresses. Besides spam, many people who promise they won’t share an email address, do.
If there is a lot of lead time required to get a new customer, an un-welcome email is usually not a smart move. Aggravate the wrong person with an unwanted email, such as the same one, he or she received 3 months or 3 days prior, you’ll likely lose your place in line. And in sales, that maybe a rather long line.
Play by the rules.
When starting a quest looking for new customers, play by the rules. Having prospects opt-in to your email database is a good rule to abide by. Adding another communication channel into the mix is a great idea.
For example, direct mail is one of the safest communication channels to get the information needed for an introduction of your company’s products and services. Aligned with email, you’ll find another preferred communication channel, if there is one.
Don’t forget your website. Website visitors need to be enticed to leave their email address in exchange for something of value. Like that case study, webinar or a free demonstration at their location. Did I mention the all-important call-to-action?
Using the techniques and fundamentals of direct marketing are very valuable in B2B marketing, especially the companies, with a long buying cycle.
One last note, be patient. Your time is well spent on learning more about the company, your contact, and his or hers need.
Reading our website article, “B2B and Direct Mail Work Well Together” will surely give you an idea or two.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
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