So far, we have touched on the benefits and ways to utilize
e-mail newsletters (hereinafter referred to as e-mail
magazines) and SNS in marketing.
The e-mail newsletter mainly talks about
lead nurturing,
which is used to develop potential customers, and SNS, which mainly talks about how to use each to increase access to your company’s website.
This time, we will be thinking about how to effectively and efficiently use email newsletters and SNS for lead generation (lead acquisition) in BtoB marketing.
Lead nurturing email newsletter, lead acquisition email newsletter
First of all, you need to understand that lead nurturing email newsletters and lead acquisition email newsletters are completely different.
So far, we have touched on the benefits and effective measures of e-mail newsletters for lead nurturing, but this is different from using e-mail newsletters for lead acquisition (of course, there are measures that can be applied).
Utilizing e-mail newsletters to acquire leads refers to e-mail newsletters that are distributed to external media’s DB (database) rather than to the leads acquired by the company.
In most cases, advertising menus are prepared by various names such as email DM, targeting email, and targeted email.
For easy understanding, we will refer to this as email advertising.
Efficient lead acquisition with email advertising
Below we will show you how to effectively acquire leads through email advertising.
◆Media selection <See if the media matches your company’s target>
There are many BtoB email advertisements, from major business media such as Nikkei BP and Toyo Post Online, to media segmented to specific demographics such as HR professionals and management professionals.
We will select media that match your company’s target while looking at the membership data listed in each media’s proposal.
Be sure to check the member data for each media to see if it matches your company’s targets: [Position], [Job type], [Size of employees], [Industry], and [Location prefecture].
Among the HR vendors we have worked with so far, when selecting email advertisements, there was one vendor who ran more than 10 email advertisements, including HR professionals, and selected them as the top 3 media in terms of lead acquisition.
If you have a certain amount of budget, these measures can be very effective.
◆Content selection <White papers such as surveys and seminar reports are effective>
Examples of content to be posted in email advertisements include “service materials” and white papers (documents that emphasize the benefits of a product in relation to the research content of the product, such as analysis of the market environment and technology trends, case study explanations, and comparisons with other companies’ products). There are three main types: “material downloads” and “seminars,” but in terms of email advertising for HR professionals, “material downloads” have been the one that has generated the most leads in the past two years since 2016.
In particular, there are more than 100 reports on the results of surveys conducted for human resources and management, as well as after-reports (records of lectures) of seminars in which university professors and other experts and prominent corporate personnel personnel were invited as guest lecturers. Many of them are able to obtain leads, and some are able to obtain 200 to 400 leads with a single email advertisement.
◆Title/Body <Easy to understand, within 30 characters per line>
My personal feeling is that the number of leads acquired through email advertising is 70% content, 20% title, and 10% body text. The response to an email ad is largely determined by the content, but the title and body of the email also have an impact to some extent.
The first step is to get the user to open the email with an appealing title so that it doesn’t get buried among other emails sent to the user, then read the email body and take the final action such as downloading the document. There is a need.
To this end, we recommend that both the title and the main text be written within 30 characters per line, and that the main text is easy to understand and read, using line breaks and symbols.
◆Other <delivery frequency/benefits>
Additionally, you need to pay attention to the frequency of distribution.
If you use the same email ad with the same title and text for the same content, you will definitely get fewer than the initial number of ads, so this is not recommended.
Also, even if the content is different, it is better to distribute it after a certain period of time, such as one month, rather than a short period of time, so that the number of lead acquisitions does not drop.
At our company, we have set regulations that require a minimum of two weeks between meetings for the same company.
In addition, we have a track record of greatly increasing the number of leads obtained by offering benefits such as free books and seminar discounts when purchasing service materials or applying for seminars rather than downloading materials.
Utilizing SNS to acquire leads
When I look at SNS, I often see SNS advertisements with LPs (landing pages) with the goal of applying for seminars or downloading materials.
In addition, Facebook has released a lead acquisition ad that links user data and application forms, saving users the trouble of inputting information.
In this regard, installing benefits like the one I mentioned earlier seems to be effective in acquiring leads.
At our company, we use Facebook to update our columns, etc., and although it has had a certain effect on increasing awareness and access, we have not yet reached the point where we have been able to clearly acquire leads. I would like to introduce it again when I am able to effectively use SNS to acquire leads.
summary
◆
White papers such as surveys and seminar reports are effective in acquiring leads through email advertising.
◆The content largely determines the response to email advertisements, but the title and body of the email also have a certain influence (in my personal opinion, 70% content: 20% title: 10% body)
◆In addition to downloadable materials, there is also a track record of a significant increase in the number of lead acquisitions with benefits such as book gifts for requesting materials and applying for seminars.