Establishing an effective industrial marketing e-campaign
Often lead generation activities uncover prospects that express interest in your products or services but don’t have an immediate need. An industrial marketing e-campaign can be a powerful way to maintain a connection with potential customers and current customers. While these campaigns can be part of a salesperson’s responsibilities through a CRM system, this approach usually works best once a relationship is established. Before a conversation begins with a potential customer, the best method is an e-campaign through a platform such as Constant Contact or Mailchimp. These tools allow you to develop creative and engaging e-blasts with multiple topics.
Frequency of industrial marketing e-campaign
Generally, I recommend a monthly or bimonthly schedule. However, a higher frequency may be appropriate if your company has several product lines or service divisions. In this case, weekly e-blasts focusing on a different product or service could work. This tactic would be especially effective if you can divide your database into separate lists that you send target e-bulletins. You can implement this type on target industrial marketing e-campaigns easily through these platforms. Also, these platforms make managing lists and reviewing activity easy.
If you haven’t developed an e-mail list of prospects or want to be more aggressive in your business development, you could purchase an e-mail list. There are several companies that sell these lists. When buying these lists be sure you qualify it by using SIC or NAICS codes and factors, such as annual sales, number of employees, square footage, geography, or credit score. Finally, you must be certain it is an opt-in list. Opt-in means contacts have agreed to receive e-mails. Of course, you can grow your lists by adding prospects from call campaigns or trade shows.
Industrial marketing e-campaign topics
Determining frequency, signing up for an e-marketing platform, and preparing lists are all relatively simple compared to coming up with topics for the industrial marketing e-campaign. When we run this strategy as part of a client’s lead generation program, we use several approaches for topics. If you have a blog on your website, a portion can be used in an e-blast to drive website traffic. Other topics could be product or service spotlights, introducing new products or services, or announcing company events. Keep in mind, a mix of informational and selling e-blasts work best to keep recipients’ interest.
Integration with other campaign
An industrial marketing e-campaign can also integrate with other marketing components to enhance overall effectiveness. As stated, using blogs can improve web traffic. Tying it to your social media can increase followers. You can use e-blasts to drive visitors to your trade show booth and then use it to follow up with those visitors. Also, don’t forget to have a sign-up form on your website to promote your e-campaign and grow the list.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.