Outbound email marketing is back in the spotlight. But, did it ever really leave? The pandemic forced a lot of companies to try new ways to reach their audience. However, our research has found that around 75% of marketers say that email marketing remains an extremely important element of their marketing strategy going forward. But have you ever thought of outbound part of your content marketing and SEO strategy?
Outbound email and content marketing should go hand in hand. Not only does outbound drive views of your website (priming the SEO pump) but the content helps drive conversions and meetings. It’s pure psychology. If you give someone some free advice (like a well written article) they’re more likely to agree to give you something like their time for a meeting. Outbound and content marketing should have a symbiotic relationship.
Outbound Let's you Test Messages
It is important to understand the value of Inbound Marketing, well-designed websites and sales decks. While creating and maintaining a brand is essential to succeeding, these marketing skills pay dividends in months. American fighter, Mike Tyson used to say: “Everybody has a plan until they get punched in the mouth”.
When you write a great piece of content, rework your messaging and change your pricing model, email sequences allow you to test if you’re moving in the right direction in a matter of hours. A good idea on paper is only good if it works in real life.
Utilize your email analytics to assess the success of your marketing sequence. Your analytics should show your open rates, conversion rates, and whether your email was delivered as intended. Use this information to make changes to your messaging, or further your other marketing efforts.
Access Anyone Thanks to Emails
Due to COVID, we have yet to return fully to face-to-face meetings and networking events. Typically, this has been the place that business owners meet and discuss the future of their industry.
However, many companies previously relied on this networking and hero sales model to make important sales. This is no longer an option. These companies have had to find new ways to make connections and sales.
Email marketing might just be the answer. Everyone has an email address, from a manager to the CEO of the most important company in the world. Emails are also guaranteed to be received by the intended contact. You do not need to grab their attention using ads, or keyword search terms. Hubspot published amazing statistics on the power of Outbound Email Marketing.
However, competition is high in email marketing. You aren’t the only company that is fighting for attention in the inbox. It is critical that you have an attention-grabbing email subject, that encourages your contact to open. At this point, you need to encourage your conversion, to avoid being deleted.
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Many tech companies are too passive about sales. The owners of tech startups often focus on the product, and not marketing.
When they look to begin marketing, they typically follow the same approach. First, they write some content, then attend networking events. They might speak to friends or connections about their technology. Eventually, someone approaches them to make a sale. Unfortunately, this method cannot scale your business.
Personalized Marketing is King
Your marketing needs to be more personal and engaging than that. Targeting a wide audience with your marketing results in poor conversions, and poor ROI. Hoping your marketing eventually reaches the right person is likely to result in very little sales, if any.
The most important thing to remember about email marketing is that there is a person at the end of the line. It is easy to focus on the company, and target your email towards the organization. Avoid focusing too much on the company, and not enough on the individual.
Email is individualised, so take advantage of that. Consider what their needs are and where their problems lie. This could be the difference between making a $10k contract and a $100k contract. Resonate with the individual recipient, and your value will guide the size of your sale.
Emails can be Reactionary and Timely
The benefit of emails is that they are sent instantly. Unlike inbound, there’s no wait for your content to take effect.
For example, you may write a piece of timely content and post it on your website. However, SEO and inbound strategies take time to produce the desired effect. Having the right keywords and valuable content will decide your success.
However, this doesn’t mean that your content is not valuable as a timely discussion. Consider crafting emails and content around a popular or recent topic in your field.
You can address your prospects instantly, and be a thought leader on pressing issues. Being the first to discuss a major problem generates trust with your business. Your prospects know that your business is up to date, and has a valuable opinion.
Prospects Respond to Emails
Conversion rates for outbound strategies can be on the lower side. This is particularly true of social media marketing.
The average click-through rate for a tweet is around 0.5%. However, email has much more impressive conversion rates.
Emails receive an average of a 3% click-through rate. It’s fair to assume that email has a much more personable impact than social media. Your emails should be addressed to the individual, and offer them something useful.
Emails that offer content, rather than meetings, are much more effective in B2B. Content is an easier conversion to sell than direct contact. Your prospects are unlikely to be comfortable enough with your brand to meet a stranger, yet.
Make your content offering clear in your email title or top paragraph. Ensure that you get that conversion, even if it doesn’t translate into a meeting just yet. A lead is important to your email marketing campaigns.
At Nituno, we craft effective email marketing campaigns to drive conversions and generate qualified leads. Get in touch with us today to discuss optimizing your email strategies.
