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As the Founder of a Content Marketing Agency for B2B businesses, I am often immersed in our core activities which are, creating new blog content for our clients and distributing that content via Social Media. Many people think of Content Marketing as just a top of the sales funnel activity, but it is much more than that. Let me explain, below is a visual representation of a sales funnel*.
Image credit: https://blogs.harvard.edu
The Benefits of Using Email
Email Allows You to Nurture Leads
Content Marketing has proven itself to be very effective at attracting new leads into B2B businesses at the top of the funnel but also nurturing those leads lower down the funnel.
Usually, prospects will sign up to your mailing list in return for an incentive such as an eBook, downloadable PDF or a White Paper. It is essential that you build up your mailing list because email marketing will allow you to nurture your prospects in a structured way.
When you distribute content via Social Media you hope that your audience is online and active on LinkedIn, Twitter or Facebook at the time that your tweet or update appears. If they are not, you will miss them.
This is not a problem that you have with email; your emails will go into your prospect’s inbox and be seen by them, providing they pass through spam filters of course.
Email is therefore a vitally important communications channel for your business. In addition to the key Social Media platforms, it one that we use at Marketing Fundamentals Ltd. We are not alone.
Email is Great For Delivering Content
When the Content Marketing Institute surveyed* UK B2B Marketers they found that email was the top format used to distribute Content, as demonstrated below.
Email is Very Effective
When compared with other communications channels, email was found to be the most effective format for achieving specific objectives.
Email is Versatile
Email is very versatile, you can send a wide range of communications pieces safe in the knowledge that they will reach their intended recipient. The different content types are listed below; event emails, automated confirmation emails and newsletters have proven to be the most popular.
The case for B2B business people to use email is compelling, the next consideration is who should you choose as your email service provider?
There’s nothing wrong with starting off with free templates and services as a small company. However, you will have an important decision to make when you want to upgrade your email communications.
There are literally hundreds of email service providers in the marketplace, our recommendation is for Constant Contact.
Why Constant Contact?
1. Easy to use templates
2. Great tracking and data available
3. Free trial period of one month
If you are now ready to take your email marketing up a notch, click on the link below to get a free month with Constant Contact.
We believe that Constant Contact has the flexibility to meet your email needs.
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B2B Content Marketing Agency London
Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.
If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via firstname.lastname@example.org
On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.
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This is blog post number 485.
Additional Image credits:
contentmarketinginstitute.com – Charts
* – The sales funnel is merely a graphic representation, in reality the sales process is less linear now due to information readily available via the internet. Prospects may already have made up their mind before they contact you.
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