Email marketing remains one of the effective strategies to reach, engage and nurture your targeted Business-to-Business (aka B2B) prospects. That's why your email list is so important. Without a strong, engaged list, you're missing a vital aspect of any effective inbound marketing plan.
But how can you build a high-quality list of well-targeted, engaged recipients? It can help you distribute relevant material, promote your brand, and develop preference and trust. You can get your message to your prospects' inbox without interrupting their busy schedule.
However, many businesses find building an email list from scratch daunting. Here's how we do it.
Gating your best content is an excellent way to grow your B2B email list. Gated content is any type of content that viewers can only access after filling in a lead capture form. The form might ask you to add your name, phone number, company, and email address.
Some of the content you can consider gating includes:
There are advantages and disadvantages to locking content. On the one hand, gated content can help you categorize your email list and learn more about your customers. On the other hand, some users don't like filling out forms, so some businesses minimize locked content.
Including gated content alongside ungated content is a solid strategy. Another approach is to keep only the most valuable and shareable content locked.
Forms provide an easy way to generate and repurpose emails. Don't forget to add the people that have already reached out to you via the contact form on your website to your B2B email marketing list! To grow your B2B email list, you can strategically place different B2B lead capture forms across your website.
Here are some of the types of popups and opt-in forms you could use:
Depending on how you place them, each of these forms is capable of exploding your B2B email list.
Email marketing services like MailChimp allow you to embed your newsletter subscription form directly on your social media pages. This helps attract your target audience to your page and soft-close them with a newsletter signup.
Including a CTA in your social media bios can help you collect email addresses. Using a compelling CTA, you can leverage bio to drive followers to sign up for your email list. You can do this on Instagram, Twitter, Pinterest, or whatever platform where you can include a bio.
You can also build a B2B email list from LinkedIn. Create a compelling call to action and include a link to your landing page directly in your LinkedIn profile. This can convert visitors who are visiting your LinkedIn profile.
Once you connect with your prospect, you can see their email address. LinkedIn doesn't allow you to export the email address of your connections in one go. Still, you can manually visit each profile and get their personal email addresses.
Webinars can be a great way to grow your email list and can convert a ton of your traffic. H can help you grow your list quickly, as attendees typically have to register with their email addresses for the webinar.
Ensure you add your attendee list to your B2B email marketing campaigns to maximize its value. This way, you can stay in contact with them or even connect with them over other platforms to discuss future webinars. The more events they attend, the more familiar they will be with your business.
You should also consider attending offline events and utilize that time to grow your email list. You can have a station where people can sign up for your email list, gather emails, and take as many business cards as possible during the event. Even better, it's common for the organizer to send out a list of all attendees and their emails after the event.
While it's easy to fixate on collecting more email signups solely from your website, you definitely don't want to overlook the opportunities that sponsoring events offer.
You should consider sponsoring an event that provides value to the community. Events will give you access to attendees' email addresses. You can initially use those emails to communicate about the event and transition those emails (with permission) into marketing other products and circumstances of your choice.
Plus, you get the bonus of strengthening the relationships at the event. If you host a killer event, those attendees will be more likely to interact with you in the future.
A B2B email list is vital in any business' email marketing efforts. These strategies can help you build a list of valuable email contacts to help bolster engagement and strengthen your future marketing campaigns.
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