Clickz – 3 B2C Marketing Tactics to Improve Your B2B Newsletter
A recent study by IBM’s Institute for Business Value finds marketers and consumers are polar opposites when it comes to connecting via social media. It’s fair to assume that this behavior applies to email as well, as email is the original social channel.
The report, “From Social Media to Social CRM: What Customers Want“, found marketers thought customers gave much higher weight to the notion that followers mainly used social media to get more information on new products or share their opinions than.
Why did consumers say they followed a company in a social channel? Discounts and purchases.
Do you have a similar thought about the motivation of your B2B email subscribers? Your email newsletter may be much more attractive and valued if you take a few tips from your B2C colleagues and look at your email from your reader’s perspective.
How B2C and B2B Marketers Differ
The most effective B2C email messages focus directly on the conversion, using copy and design to make it stand out.
B2B newsletters take an indirect approach, using market news and thought leadership to position the company, warm up new leads, and nudge leads already in the pipeline closer to the sale.
That’s not to say you should immediately inject a hard-sell approach into your next newsletter. For most B2B communications, you would turn off prospects you want to nurture.
Instead, try the strategies below to freshen up your email program.
Adding Some B2C Flavor to Your Next Newsletter
1. Make your copy more personal.
One of the biggest differences between B2B and B2C marketing is the “voice” expressed in the newsletter. B2C email messages usually speak directly to the recipient and express a personality that matches the brand, product, or market niche.
If your newsletter had a voice, would it sound like a smart friend offering you business advice over a cup of coffee? Or would it be your CEO addressing a shareholder meeting from a podium?
No matter how big your company is or where it’s located in the world, your company has a personality. Your newsletter copy should reflect that voice, filtered through the role your email communications play in your marketing plan.
Tactic: Remember that you are marketing to individual decision makers and not a faceless company. Always picture your recipients reading your copy, and write it as if you were speaking to that person, no matter how arcane or complicated your topic might be.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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