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Your Narrative | Brand Design & Marketing Studio Inc

Behind the Scenes: Creating an Email Marketing Strategy for a Local B2B Service Provider

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Behind the Scenes

A look at creating a system to better utilize business email contacts to market business-to-business professional services.

We encourage business owners to build a marketing strategy that encompasses multiple platforms and avenues. A common recommendation that is applicable in nearly every business is to incorporate email marketing into your overall plan.

This can come in many forms, from drip campaigns and one-time promotional emails for existing customers to carefully timed email updates for potential buyers/clients.

Client Goals
Marketing Solutions

As with all our projects, we tailor our services based on our clients needs. As we begin our work, our goal is to ensure your investment is being used to its highest potential. Sometimes this means adjusting services to better serve short term and long term goals. Perhaps more website help is needed than posts, or more strategy is needed than content itself.

And, like you probably already know, a digital environment changes so quickly and we always need to be ready to adapt.

Building an Email List with Low-Ticket Offers

Low-ticket offers are a simple yet valuable way to connect with your audience. They give businesses a chance to showcase their work to a broad audience—but following up to organize subscribers and leads is up to the business!

In this case, there were a few things we needed to ensure the offers contributed to the overall marketing strategy.

To build the email list, the low-ticket offers needed to:

  • have little-to-no maintenance from the business (as a free offer, we could not stress business resources or people-power)
  • be sustainable for a long period of time; the goal was to regularly grow the email list so we wanted to create multiple, minimal maintenance offers that would be relevant over a longer period of time

Additionally, we analyzed website visitors and existing subscribers alongside the business’ goals to see where we could best apply a low-ticket offer strategy. We wanted the plan to benefit multiple goals: bringing in new leads, nurturing existing leads, and maintaining a relationship with existing/past clients.

Creating the Offer Content

After reviewing possible solutions to work towards completing overall business goals, we created 4 offers that would appeal to/connect with:

  1. **Potential customers (creating new leads): this offer was an informational download that gave the business the opportunity to share the expertise for free.
  2. *Existing leads: this offer was a combination of information and actionable items that both showcased the business’ expertise and gave an example of what it would be like for a potential client to work with them.
  3. *Existing clients: this offer was an actionable item that existing clients would benefit from on top of the services they already received. This offer also included a shareable piece to encourage existing clients to share with other businesses.
  4. **Past clients: this offer is a rotating informational download/sharing piece that was only offered in emails.

 

* For existing leads and exisiting clients, these offers would be updated quarterly to provide fresh content.
** For potential customers and past clients, these offers would accompany brand content, such as service availability, bookings, and general industry updates.

By creating different styles and types of offers, we could ensure a flow between email segments so businesses would receive relevant and interesting content. We needed to avoid repetitive and irrelevant offers.

 

Organizing Automations & Flow

After creating the first 4 offers for each audience (a total of 16 offers for a 12 month period), we organized the workflow going forward using a few different tools and automations.

  • offers were setup as products on the website using WooCommerce for WordPress with discounted prices to share what the dollar value would have been for that type of service from the business
  • goals were created in Google Analytics so we could monitor the flow from page to page on the website
  • automations were set up to deliver the offer via Mailchimp email
  • from there, an additional automation was set up for follow up emails based on activity
  • the final workflow was to move new leads to the existing leads segment in order to maintain a connection with them without stale content

 

Monitoring results

The results grew the email list from 0 to 4,408 over the course 4 years.

  • this brought in 50-100 new leads per month through that time period (48 months)
  • these leads were brought in 100% organically; their only investment was in content creation for offers, marketing strategy, and email marketing campaign management
  • the average open rate was 25% and the average click rate was 2.1%
  • overtime, email frequency was adjusted to only send out emails when there was big news or client openings; the final active subscriber list was 3,516

 

Depending on your industry and services offered, especially as a B2B brand, email marketing campaigns can do great things for your marketing success.

It’s easy to immediately jump to creating monthly or weekly email blasts, but creating a targeted content and offer plan can often lead to better results over time.

Have questions about what type of email marketing or drip campaigns might be best suited for your business model? Contact us directly or shoot us a message on Instgram or Facebook.

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