In a lot of ways, B2B email marketing is a lot like consumer email marketing. You need many of the same elements: great subject lines, engaging copy and attractive offers. One way B2B email marketing can be leveraged is through its indirect power regarding social media and search engine performance.
Email Marketing and Social Media
They may seem like two totally different worlds, but when it comes to integrated marketing, they are very much entwined. Your B2B marketing emails can drive directly to your blog, online video channel, or Facebook Fan Page, and all of them should be directly related to customer needs. If your email subscribers find the information you publish to be useful, they may share it via their own social media networks. Your posts or videos spreading through social media, one share at a time, is a great way grow traffic and build your credibility.
To further grow that connectivity between your email marketing and your own social profiles, make sure your messages are syndicated (pbSmart Connections lets you do this). Create interesting, engaging content, and make sure you have tools in place so that people may easily share your articles, videos, or resources to their own social networks.
And as more and more of your subscribers share your posts, your search engine performance will improve as a function of your popularity. Google actively crawls Twitter (and of course, G+1). So the more your posts are shared, the more relevant your site will be for the topics your cover, positioning you as an authority.
For more on the connection between B2B email marketing, social media, and search engine performance, check out this article: How Do Email, Social, and Search Strategies Work Together?
In order to grow your site traffic, credibility, and customer base with email marketing and social media, your efforts have to anchored by quality content. For more tips, read through 31 Content Tips and Ideas for Your B2B Email Newsletter.
If you need more information on how to consistently create valuable emails, read Matt Mansfield’s article Never Run Out of Content With This Email Marketing Approach.