Author: Sebastian Schulten

When potential customers start looking for the services your company offers, the first place they look is online. That’s why all your sales and marketing efforts must work in parallel, on every single digital channel. After all, the online customer journey is made up of the sum of many parts: SEO, content, targeting, accessibility, coding and everything in between. An objective assessment of these components not only helps measure your company’s performance against industry benchmarks, it also offers food for thought to make improvements. In this article, you will learn some of the key points for B2B marketing, which fall into six main themes: Proposition, Targeting, Website, Content, Search and Lead Generation. Visibility of the value proposition The visibility of your proposition has an impact on the success of your entire online presence. Great design, layout and structure are important … but if your site visitors don’t understand what you do and why you do it better than the competition, they don’t have the incentive to buy from you! It is therefore good to remember that the proposition is the explicit and / or implicit value that a company puts in its products and that helps its customers choose it because it can give them an advantage. It is therefore a concrete statement of intent, in which it is clearly explained what is being sold and how it will be made and, finally, what its key benefit is. Targeting Your online presence should immediately attract the kind of customers you want to win. So, the more you know your customers, the easier it is to tailor your offers to them. The more you understand them, the more comfortable they feel and the longer they will feel comfortable. So to identify the right customer target, you need to take into account demographics, location and, above all, interests and opinions. Site loading speed Visitors will linger on your site for some time. And the more time they spend, the more money they will spend on your products and services! So what should your website look like? In a word, fast. It needs to load images and text quickly, be responsive, work on both mobile and desktop, and keep visitors as engaged as possible before they lose interest. Google Lighthouse can be useful as an open source automated tool for measuring the quality of web pages. Accessibility Businesses that prioritize accessibility are more likely to be seen as innovative and inclusive businesses, thus reaching more people. But how does this impact your website? On two fronts. First, it means having a responsive site that works on different types of devices. Secondly, accessibility includes the implementation of several features to help users with some disability navigate your website better. Although the level of accessibility of a website may vary, there is no doubt that this translates into a better information consultation and a better user experience, which has a positive effect on your brand and its reputation. About us A company is more than just a business, it’s a group of people: talented experts who work tirelessly to help customers. People buy from other people, which is why it is so important to outline who you are on a dedicated page under the heading “About Us”. It is also an opportunity to tell the story of your company, why it was born and how potential customers can get in touch with you.

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One of the most efficient tools to make room in the B2B market, data in hand, is the evergreen email marketing. Even today, emails are the favorite channel of 9 out of 10 professionals (Content Marketing Institute, 2020), thanks also to the average levels of CTR (Click-through rate, a measure for the effectiveness of online advertising campaigns) that are truly impressive. But for effective communications, it’s important to know how to write B2B marketing emails. To do this, there are important factors to consider: below we list some of them to make your business fruitful. Target audience. First, you need to think about the target audience. Knowing your audience is the first step to be successful and establishing a good relationship with them is the second step. Knowing your audience means knowing who they are, the problems they have to solve and the values ​​they follow. This is essential to understand which topics to cover and how. Referring back to the buyer persona and related information is a great way to create targeted emails. Title. Then, it should be remembered that the title of a newsletter can be the reason for the success or failure of a communication. This is essential to ensure that the email is noticed and opened in the midst of the many that arrive in the inbox of their leads. It is therefore important that the object is close to the needs of users, proposing solutions to their needs. It happened, for example, that a first experiment of massive use of keywords in the subject made a lot of difference in terms of performance, with an open rate increased by almost 20% and higher conversions than other emails with a more reasoned subject. Mail Body. Once this first barrier has been overcome, the recipients of the email must find a text that is easy to read, with short and relevant sentences. Ideal is therefore a simple and direct text, which creates curiosity, which refers to the target and which includes the most important keywords. Better if accompanied by a captivating graphic style, with reasoned colors and elements that are quick to load and interpret. Time. Among the elements that make the difference, frequency and time should not be forgotten. The frequency refers to the interval that is allowed to pass between one communication and another: it can be a week, less, or more. Instead, in time, we refer to identifying the best time to send your newsletter: which day of the week? at what time? These are two factors that strongly affect performance and finding the best time becomes one of the keys to success. An example is letting a few days pass between one email and another, leaving time to think about the recipient. But to avoid the opposite effect, ie that the recipient forgets and considers our emails as spam, it is better not to wait too long, thus making sure that the sequence of the emails takes place preferably within a period of 7 days. Testing. There are studies that have tried to answer these questions, trying to identify the perfect email algorithm. But as always, the best way to know which option is best is to test! A / B testing is essential in email marketing and is used to test alternative versions of titles, graphics, texts, delivery times, but also for the combination of these elements. Knowing how to write emails in B2B marketing is important. There are many aspects to take into consideration, including public knowledge, the right subject, the text of the email, the sending times.To get the desired results, if this is your first time doing email marketing, it will take time and practice. But it is an effort that is worth making and that pays off, because email marketing is a classic that works and by now many companies have built and today are building their success in the B2B market with the help of good old email.

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