There is one marketing model that has been popular for many years, and not without good reason, as it delivers results, especially in the world of B2B. AIDA stands for Awareness, Information, Decision, Action and while conceived over a century ago, this hierarchy of effects approach is still remarkably relevant today, especially as so many companies want to work with an inbound B2B marketing funnel (see diagram).
When it comes to lead generation, the days of mass mailings however are over, and so if you are still using your old mailing list, it’s time to think again. With GDPR, not only do you legally need people to “opt in” to your mailings, you’ll want them to too, for “a volunteer is worth 2 conscripts!” Yes – someone who actually wants to receive your marketing communication is far more likely to respond favourably to your messages and communication.
Reap what you sow
It’s more than likely that your business doesn’t have the money to be ‘out there’ as much as you’d like to be. And so you have to find alternative ways of generating new contacts and leads. Every media appearance – either of your own or earned – is an opportunity to engage with your audiences and invite them to get in touch. It’s also a way you can show your prospects what you’re worth, and whether yours is the type of company they would want to do business with.
The delicate process of harvesting new B2B contacts by sowing the seeds of interest through blogs, speaking engagements, opinion pieces and interesting articles, and by offering useful downloadable content, has to be handled with care. Ask your audiences to reach out to you either through the website, email or SMS. And then go back to them with relevant, appropriate information.
Your aim is to get your audiences coming back for more. So if and when you do get their details, don’t forget to quickly explain how you will use their information, and what they can expect to receive from you, and when. It’s best not to dive in for the sale immediately, unless they are requesting it. Keep your prospects warm and live up to their expectations.
What’s the best way of messaging your prospects? Email or SMS?
It’s true email is very convenient, but do you realise that SMS in B2B can be as easy to manage? Be honest now, how many unread emails do you have in the inbox of your computer? And on your phone, how many SMSs have you received that are unopened? If you’re like most people, the first number is far larger than the second. According to Mobile Marketing Watch, 98% of all text messages are opened compared to just 22% of emails! Perhaps you’ll be thinking, but I receive many more emails than SMS. That’s true, but it’s just another good reason why SMS stands out as a great way of messaging your prospects and customers!
SMS in B2B … a few examples
- SMS is commonly used to send one-time passwords
- Sending an SMS reminder to your audiences to attend events, log in to watch webinars or come to a specific meeting can increase participation rates
- Use SMS in B2B for VIP communication related to events, conferences, product launches… to increase loyalty
- SMS can be used in case of an emergency to alert people. To react quickly, the best is to use a dedicated crisis communication tool
- On large premises, it’s often difficult to find people when they have a visitor, and time consuming as well. Use SMS to inform internal staff that a visitor has arrived, or that a meeting has started.
Treat them politely and well
Generating interest is a costly first step, and so you’ll want to be doubly sure that when you do have people signalling their interest that you treat them in the right way. Emailing is, of course, one way of maintaining contact with your prospects, but it’s often not the most efficient way … particularly if the relationship is tentative and just starting out. Far better to react quickly, and reel people into your world gently using SMS marketing, rather than letting them get lost in the world of email.
SMS in B2B can deliver relevant, helpful, valuable and informative content in a succinct manner that’s tailored to the individual person’s wants and needs in a far more efficient way than email. Furthermore, SMS lets you send links to blogs, videos and landing pages, and monitor who clicks through and who doesn’t. And SMS delivers results rapidly, very rapidly. Did you know that most people open an SMS within 3 minutes of reception, and often take action immediately?
SMS is effective and efficient
In short, if managed correctly, SMS in B2B can become a very effective and efficient way of converting interest into consideration, and generating qualified leads for the sales teams.
Give us a RingRing to find out more, or send us an email. We’ll come back to you quickly and efficiently, as you would expect.