Social media might be the unrivaled victor when it comes to B2C marketing, but what about B2B? Can social media marketing have the same outcome with this different, more mature audience? The answer is not in black and white. While it’s good to incorporate new marketing tactics and grow along with the changing digital landscape, some things are better left as is. If it isn’t broken, why fix it?
Email marketing for B2B has been around for ages, and with good reason! With the right approach, this method has a lot to bring to your business. Email is 40 times more effective at acquiring new customers than Facebook and Twitter combined. What’s more, with a remarkable rate of 66%, email drives more conversion than any other channel including social and search. And the return on investment is a staggering 3800%.
Still not convinced? Keep reading.
There are almost thrice as many email user accounts as there are Facebook and Twitter accounts combined. The number of daily posts and tweets from these platforms only add up to 0.2% of the total number of emails sent every day, while web searches across all platforms equal just 1% of daily email traffic. These numbers go to show that email should form an integral part of your B2B marketing campaign.
Business-minded people don’t generally turn to Facebook for one-on-one conversations. When appealing to an older audience, email works best with its formal and yet personal feel – it’s the closest thing to actually writing a letter.
It’s true that many businesses use social media to successfully connect with varied audiences. However, when it comes to building professional connections with partners and clients, the only email offers that formal setting you need.
At any given time, most people have hundreds of unseen posts and tweets on their timelines. It’s easy for your message to get lost in the crowd. However, when it comes to email marketing, you can be sure your message will get noticed eventually even in the messiest of inboxes. An email also allows you to make repeated contact, and that makes it even more likely for you to be seen.
When people log in to their emails, it is more likely that they will be in a buying state of mind. This is because they expect to see offers and buy things through email. With regards to social media, however, people log on mostly looking for some entertainment or to catch up with friends – and this doesn’t make the best B2B marketing environment. Use your emails not only to provide offers but also to showcase your brand value. Before you know it, your audience will begin to look forward to your offers, rather than simply expect them- and that spells sales.If you’re unsure about how to do email marketing for a B2B company, you should know, as with any marketing campaign, content comes first. Work on establishing your credibility through intriguing, entertaining or beneficial content, and your click-through rates will keep on growing. Happy marketing!