Cultivating lists, creating content is key to B2B newsletters
By: Mark HaslanAugust 25th, 2010
When it comes to establishing businesses as industry thought leaders, newsletters are among the most effective marketing strategies. Companies can use newsletters to tackle common challenges faced by recipients while also marketing the sponsoring firm’s products.
Newsletters are especially efficient for attracting business-to-business clients, as they are often industry specific. A recent article from DMNews offers companies some advice on how to efficiently reach consumers with marketing newsletters.
As with any direct mail marketing campaign, cultivating an relevant list of current and prospective customers is vital to the success of the newsletter. In typical direct mail initiatives, companies will often purchase or rent a mailing list from a postal service provider and send products to everyone on the list. However, the source notes this may burn bridges rather than create new customers.
Instead, businesses should send postcards to target clients first, enabling them to sign up for the newsletter. If they decide to subscribe to the publication, then they should be included on the mailing list. This approach has two advantages: it allows firms to separate prospects from uninterested businesses, and it also allows them to save on production and postage costs overall.
Once a list has been established, companies need to start planning the content of their newsletters. DMNews again suggests splitting a reader base into two segments: non-costumer and existing client lists. This allows business owners to more accurately target the needs of their readers, whether it’s helping them decide which products to purchase or how to leverage the tools they’ve already bought.
Additionally, B2B firms need to be careful how they present themselves. Content and information should always come first, otherwise a newsletter will become more of direct marketing piece than anything else. That being said, businesses still need to be sure to lead with their products while specifically addressing the challenges faced by their clients. Companies should lead existing clients back to make additional purchases while encouraging prospects to take the next step and buy a product.
In addition to newsletters, business owners find brochures are especially effective marketing tools. A recent survey conducted by Target Marketing Magazine suggests that nine out of 10 B2B marketing officers consider brochures necessary marketing materials, while 73 percent use brochures to promote their products and services.
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