Email marketing is a powerful and dangerous tool for eCommerce. In the best case scenario, email is used to persuade, acquire, and retain eCommerce customers. Email lets you communicate with your leads anytime, wherever they are. Especially because your emails probably arrive in their pocket (on a mobile device.)
On the other hand, the way you handle email marketing could tarnish your brand image. Too many emails, and you are seen as a spammy annoyance. Irrelevant emails make your customers feel as if you don’t know or (worse) don’t care about what they actually want.
Humans are visual creatures. That’s why we have two eyes and only one… um… nose. (Okay, we have two nostrils.) Anyway, what we see has a huge impact on what we buy, which makes video an effective tool to add to your kit of B2B online marketing.
According to the “B2B Demand Generation Benchmark Report” from Software Advice, videos are the most-used type of content among the 200 B2B marketing professionals surveyed. 92% of respondents use videos in their B2B online marketing. But everyone with two eyes and two nostrils knows that usage percentages aren’t everything. Video was also most-commonly cited as producing a very high amount of leads.
Right off the bat, we will tell you that website traffic isn’t one of the three most important metrics for successful content marketing. According to research by the Content Marketing Institute, traffic has been consistently named by B2B marketers as their most used metric over the past 6 years. But it’s not the most effective.
This week, we are dedicated to digital transformation, which is the optimization of the entire customer experience across every touchpoint. Our previous blog post discusses the myriad benefits, including more leads, more conversions, more traffic, more customer satisfaction, and more.
To optimize the entire customer experience, end-to-end, you need to first answer the question: What do your eCommerce customers want?
Accurate and up-to-date information
The ability to search your site with whatever device they choose (smartphone, tablet, or desktop)
Your e-business is a racecar. Just as a car requires gasoline to stay on the road, you need leads to keep your B2B business running. But unlike a racecar, you don’t get to pull over to a pit stop to refuel. You have to drive your company as you continue to generate leads to keep your business moving forward.
Leads are the fuel to your business. If you want to stay on the road, you have to keep the leads coming. That’s why it came as no surprise to us when a new study by Regalix revealed the top priorities of online marketers.
For B2B marketing automation, the top three objectives are: