1: Emailing, also called Marketing Automation
Marketing automation is a process that allows the Marketing Manager to create attractive emails both in form and substance.
In collaboration with sales representatives and depending on the events that take place during the year, the Marketing Manager is in charge of the roadmap which is supposed to highlight valuable content for the company's prospects. Thus, the Marketing Manager can create different newsletters to inform customers and prospects about the company’s development and activities. Once the emailing is sent and opened by readers, they are more inclined to receive a personal email or a prospecting call. This content will have generated leads. At this point, sales representatives are able to take over, having in front of them prospects who already have an idea of the company’s business line and potentially an interest in its products or services.
We will see, in an upcoming article, the essential steps to a conclusive emailing.
2: The perfect custom message
The use of emailing is a very successful technique. However, some people are followers of ancestral methods and will prefer to receive a good old personalized email, on a white background, which goes straight to the point. One does not preclude the other. Nonetheless, after sending an email automation, do not forget to send a custom email to each of your prospects. Sometimes, it is this action that convert your prospect into a client.
If you are willing to contact someone but you do not have his e-mail address, do not panic! You can look for his profile on LinkedIn and contact him through an InMail. This approach is often appreciated, since LinkedIn is a social network dedicated to business. In this case, either you have LinkedIn Premium and you have the opportunity to contact him if he is not part of your network already, or you can send him a request to add him to your network which must be accompanied by a clear and concise message justifying your request. Once the person has agreed to join your LinkedIn network, you can send him a valuable message without hesitation, given the professional context of LinkedIn. A message sent on LinkedIn has a 50% chance of being read.
3 : Content Marketing
Whether it's an image, a video, an article or a website, adapt to your target and what they want to read, what interest them. It is important to write interesting and informative content. To do this, follow your actions’ statistics in order to refine your content based on what attracts users. We cannot succeed every time; we must also do what we call "test and learn". It is very rewarding if you go through the entire process and take the time to adapt your content to what has worked and not worked out during your test and learn.
Social networks are an integral part of a global marketing strategy. Using only SEO or writing only blog articles is not enough for an efficient Marketing strategy. It is undeniable that, nowadays, LinkedIn is a fundamental B2B tool. This social network allows you to generate leads quickly and efficiently, if you built a strategy upstream. Other social networks than LinkedIn can be used to generate B2B leads but, be careful. An inappropriate publication on a social network considered unprofessional, can discredit your company to your target.
4: Events will bring you new prospects.
Organizing or going to an afterwork is a good way to meet new prospects if the theme lends itself. Going to a B2B conference is even more effective, being in the heart of the business. However, this method is more expensive. It is often easier to establish contact when you have the person in front of you. Also, the chances of getting a business appointment after a conference are higher. By meeting you at this conference or afterwork which has a specific business theme, you create links and common interests.
5: Search Engine Optimization
To be referenced, Google asks you to meet certain conditions. Indeed, to appear on the first or second page of Google on specific keywords, you must have a well thought-out and responsive website. Given the percentage of internet searches made from a mobile, Google takes into account the adaptability to different devices in its SEO. But there are also criteria to follow when writing a blog post or posting on social networks, for example. You will find all the criteria in this blog post which is very well informed.
SEO is very important, especially for startups but it is not self-sufficient.
To summarize:
There is no magic formula. Some actions work very well for some B2B companies and do not work at all for others. The most important is to try and persevere until you find the ideal recipe for YOUR business.