The difficulty in marketing services or products within the B2B industry is the constant search to find ways to keep your customer coming back for more. Email can be a great way to re-engage inactive clients, keep current customers in the loop, or even upsell committed patrons by doing the following:
Don’t just use your emails to try to sell something. To maintain proactive contact with clients, your email content should utilize roughly 70% of useful, pertinent information and 30% actual sales pitch. This will motivate them to want to open your messages, as opposed to shrug off your correspondence as another advertisement. Also, in order for your emails to provide value, you need to find the right balance in terms of how frequently you’re sending emails in proportion to your open rates. If your list isn’t opening your emails, there is a good chance it’s either because of what you include in regards to content or how often you’re reaching out to them.
Having a Recipe
When reaching out to current clients, tell them why they need a new service and how they can incorporate it within their industry. Many have the tendency to rely on the mentality “If it ain’t broke, don’t fix it” when it comes to updating or upgrading the products and services they receive from vendors. When looking for the upsell with current clients, prove to them how you had made their life easy in the past and will continue to make it easier in the future. Feature testimonials in your emails on how other clients have used the upgrade and how business has improved because of it. If you don’t give your client a reason why, they will simply rely on whatever you have provided in the past or find a better product somewhere else.
Focusing on Segmentation
Divide your email list by industry or client-type to get the most out of your email campaigns. This will allow you to tailor your message to what the recipient needs to know and wants to hear. If you provide one set of services that will greatly benefit one group of companies but are completely irrelevant to another, then don’t mass email the same message to both groups. Divide and conquer based on who will want what you provide the most.
Communicating with Your Client
What does your client need and how can you help? Email allows you to keep the lines of communication open with the people that matter most – Those who have shown interest or purchased your product. This will not only ensure your client continues to be a happy patron, but will strengthen your relationship and their loyalty to your brand.
While your original tried and true services may still be in high-demand, make sure your offerings are evolving with the marketplace. Take for instance the merchant services industry: Mobile is a very hot commodity. With companies like PayPal and Square making it easier for companies to reach out to their customer base and many retailers wanting the ability to email receipts, it is important to provide the services your client needs – Help your customer help their customer. Don’t be afraid to alter business models or marketing plans to cater to this need.
Knowing the Value of Your Client
This is the crucial difference between the B2B and B2C sphere: You’re not looking for the one-time sell from a giant mass of customers. Instead, you’re looking to develop quality relationships with patrons that will continue to use your products or services time and time again. With that being said, you need to constantly think long-term when creating your email campaigns. Ask yourself: What’s a client worth over 5 years? Don’t use your email campaign to push for a quick-sell in order to achieve your quarterly goals, as this will only push your client away and will encourage them to avoid future emails. Rather, you should focus on how to get the most from a client in terms of revenue over a longer, sustainable period of time. Use churn rate studies to determine the lifetime value of a customer and, in reverse, what you mean to them.
Within the B2B space, it is always important to continue to encourage a bond between your company and your clients to strengthen their loyalty to your brand. By using these helpful tips in future email campaigns, you can prove to them that you’re looking for a long-term relationship and not just a one-buy stand.
Inbound Marketing Coordinator, WhatCounts