Tips to Achieve the Best Results from your B2B Marketing Campaign

by ​Charles Daniel, Guest Contributor

When it comes to B2B marketing, having a good strategy is the key to increasing its effectiveness. An effective marketing campaign needs to be planned and executed in order to have successful results. Marketing should be aimed at retaining new customers and old customers for generating new business in all segments. Success in B2B marketing campaign lies in the appropriate combination of offline processes with the ability to use online tools. Now a day’s email marketing is a relatively cheap but effective online tool.
​​

There are various elements that you should consider into your B2B campaign in order to make it successful.

1.    Define your target market:    

No one can afford to target everyone (total market). Small or medium businesses can effectively compete with large companies by targeting an exact niche market. Targeting a specific niche does not mean that you are excluding people who do not fit your business or criteria. This is a much more efficient and effective way to reach potential prospects and generate business with new and existing customers. With a clearly defined target audience, it is much easier to determine how to market your product or services. Rather, target marketing allows you to focus your marketing efforts get to deliver on a specific market.


2.    Understand your customers:      

Understanding your customers is the most important thing. Each person in your customer base has a specific want or need and is actual information what marketers exactly looking to meet their challenges. For instance, when building your business, ask yourself as many relevant questions about your customer as possible. Like are they male or female? Do they have own business? Do they have sufficient income to run a successful campaign or business? Depending on your business, you may find that your customers respond better to one type of database or service over another. Once you have this type of specific information, you can begin creating more business that attracts the specific type of customer.​

3.    Create Customer-Focused Content:

Your email newsletter is not for you – it’s for your customers. Creating high-quality content is the cornerstone of your marketing campaign success. You need to focus less on your company and more on the issues and ideas your customers are interested in. Focusing on customer’s issues and ideas will help to solve current business problems; you show your customers that you understand them and their needs.

4.    Make a Relevant Call to Action:

Call to Actions may have changed over the years, but the goal hasn’t changed: Put the right message in front of the right people at the right time. If you focus on your email newsletter to educate customers, including the call to action is a great opportunity to present them with relevant offers to generate leads and Website visits. The call to action is a core component of marketing, sales and any persuasion-based effort today.
​

• Make sure your offer is relevant. Your offer must be relevant on a number of levels to be effective. It should be relevant to the reader’s interests, as well as relevant to the focus of your article content.

• Call to actions that get clicked:  CTAs that encourage a purchase 

1. Shop now
2. Shop our fall collection
3. Shop our best sellers
4. Buy now
5. Buy now. Pay later.
6. Yes! I want one.
7. Claim your coupon
8. Get free shipping
9. Free gift with purchase

 

• CTAs for social media:  

1. Follow us
2. Stay connected on social
3. Like us on Facebook

5.    Measure Your Email Marketing Success:    

Do you know how well your marketing campaigns are performing? There are some important metrics that you should be measuring on a regular basis if you want to improve the ROI of your campaigns. Focusing on the right metrics will help you to analyze and improve any of your marketing campaigns.

• Email success indicators include:  

1. Open rate
2. Click through rate
3. Click to open rate
4. Conversions
5. Unsubscribe Rate
6. Complaint Rate

 

• Open rate: Open rate is a measure of how many people open (or view) a particular email. The open rate is normally expressed as a percentage, and at Campaign Monitor we calculate it as follows

Open Rate = email opened/ (email sent – bounce rate)

• Unsubscribe Rate: The unsubscribe rate is a metric that measures the percentage of people who unsubscribe from an email list. A high unsubscribe rate can indicate various problems – you might be targeting the wrong people, the quality of your email content might be poor, your emails might not work on mobile devices.

6.    Use Social Media to Test Campaigns:

Visibility goals are great for increasing reach and impressions, which is ideal for brand awareness campaigns. The best way to get top results from marketing campaigns is online advertising using Social Media. Another great way to test out your marketing campaigns early on, and have them be as effective as possible, is to make use of social media sites like Twitter, Facebook, LinkedIn.  Using social media you can amplify your marketing results and it is also beneficial to test the pricing of your goods or services.

The challenge with marketing campaign is to keep up with all the different aspects that can bring successful results. Technologies will help in this direction with more tools coming up to make our lives easier. B2B is about creating long-lasting relationships with both prospective and current clients. The above-explained tips are just some of the ways that B2B marketers can see improvement on campaigns and drive results. ​

Author bio:

Hello, I am Charles, a marketing specialist with over 6 years’ experience developing marketing strategies for small and medium scale businesses. At present I’m working with Mailing Data Solutions, a leading provider of business mailing lists and marketing data solutions.