By investing in a professionally designed website is not a guarantee of bringing traffic to your site. You might get frustrated with the traffic the site is getting even after posting informational content and keeping it up to date all the time. Traffic is the first step of generating leads and in this era, a website is an integral part of a company that wants to grow and reach as many potential clients as possible.
There are different ways in which you can increase traffic to your B2B site, and one of them is by email. Email is one of the oldest forms of online communication and it is still at play today. It is still the most utilized base for driving leads to your website and communicating.
According to HubSpot’s B2B data, 64% of people prefer emails this meaning that a company can come up with long-form content to send to their email subscribers which in turn brings them to the website. Email data is one of the best ways you can get conversions, repeat website views and bring in sales to your site. With a solid marketing strategy and good email data feed, you can market your online business to hundreds of people daily. The email data feed should be a stream of structured data that gives the user up to date information from a number of sources. This way, the user will not need to browse a lot of web pages before getting the content they are looking for.
This may make yourself rethink your email marketing strategy according to the B2B data that you have. Email is one of the oldest, most cost-effective and accessible ways to drive traffic to your site. There a few things however that you need to do to ensure you are running a successful email marketing strategy:-
- Review before you send
By putting it in better terms you don’t just send for the sake of sending an email. The number of times you send email campaigns depend on the amount of informational and valuable content you can produce for your possible clients. A site should have multiple posts every day to ensure the reader has enough fresh content to allow for frequent email updates to keep their research-engaged. According to the email data you have, as a marketer, you should be able to know what your email strategy can handle. If you note any lowered open and click rates or unsubscribes, slow down and reevaluate.
It is important to know what kind of information that is valuable to your reader. Start with an opt-in email form to help you gather as much data as possible. The research you do is all about understanding your readers. Get to know where they live, their age and gender too to help you strategize. The more your email list builds, the more the answers you have and this will help you see what will work best for your readers and web content and email strategies will come together easily.
- Insert links everywhere in the email and encourage sharing
When sending the emails, make sure you insert links where they make most sense like product descriptions, buttons, product images, buttons etc. All of this need to link to a specific page on your site. It should be easy for the subscriber to get more information or act on the action you request them to by inserting links. Include social media buttons at the bottom and top of an email. This gives the subscriber a chance to follow you on a platform they didn’t think you are on and at the same time driving traffic to social pages and increasing engagement.
B2B data today has helped marketers know not to forget about mobile when it comes to email marketing strategies. In the United States, about 72% of adults send or receive personal emails via smartphones weekly. The simplicity of checking emails on mobile devices is what has driven the percentage to such a high level. The use email data is to identify new interesting topics for your readers, customers and subscribers. The same data can be used to help build new segments based on content category or to come up with features that drive more traffic to your website.
B2B data is important in email content marketing because it provides the marketer with an opportunity to send more relevant and targeted emails. With this data, the emails you send are the emails your clients want and these types of emails will be welcome in any inbox and won’t compromise your reputation. Using email for driving traffic to your website allows you to get a deeper understanding of your customers and also helps you build a database you can send targeted and relevant content and you can also communicate with them.