Every company wants to send emails with great response rates. And have their sales reps’ calls answered when they leave a message? Right? They also want ink, online, analyst and social media coverage. And why not even win National awards!
If you want new leads, qualified third party lists may be a great option. Beware: these lists come in many flavors. Don’t buy a giant tub list of vanilla that borders on spam. Go for the pure stuff. But first establish your company so that whoever you’d send emails to will WANT to open them and click on your links.
As a senior marketing consultant to technology solution firms, I’ve had great success by launching integrated marketing plans. I recommend partnering with the pros who run trade magazines to improve your company’s business profile and awareness.
Most trade magazines have highly targeted, double-opt in email lists that can be sliced and diced for the size and type of company lead you want — by specific title, budget and region. The best news: these lists are the ice cream equivalent of double Belgian chocolate with macadamia nuts and have generated real leads that have dropped tens of millions in sales onto my clients’ bottom lines.
You need to know: the cost of a warm vs. cold leads is more expensive. It’s the equivalent taste difference between big box tub vs. good homemade ice cream. A cohesive marketing and branding campaign will soon melt open rate resistance and generate ROI while you get the attention of key prospects in your precise target niche when you:
o Set a reasonable yearly media ad budget for print and online portals.
o Establish great working relationships with trade media professionals.
o Develop and pitch targeted queries and work with the magazine‘s editors to become a resource for their content creation pipeline. Give editors reliable access to your clients’ stories and product results for their readers.
o Ask magazine reps to develop targeted lists for your budget.
o Launch brand awareness advertising print and online campaigns, with press releases and editorial print and online mentions. Let readers get to know your company and products via the pens of these editors.
o Use social media to reinforce editorial and executive thought leadership, including links to supporting articles, videos and partner products.
THEN when you create an email campaign with a compelling headline, you’ll grab the attention of your readers aka prospects — whether you inform, entertain and/or make YOUR reader so darn curious that they can’t help but open your email!
By now, your brand and company name will be familiar to them. Even if they don’t have top-of mind recall for your brand right away, they’ll feel comfortable opening your email. Plus, they opted in to receive emails from a magazine that is a proven professional resource to them.
Now, your ‘warm’ email offer will be viewed as a way to help them solve their existing business problems with your solution.
Your emails will be the whipped cream-equivalent that goes with your delish ice cream of ads and editorial content so that prospects will want to access your offers, reports, videos or white papers faster than you can say: hot lead.
Julia Hidy’s marketing consulting and multi-media agency (http://juliahidy.com) has won U.S. national awards and increased the marketing RIO of her technology and environmental clients. She has reported directly to three billionaires and managed $3.5 B in projects. Julia is the author of Instant Energy for Your Life at http://energyforyourlife.com/energy.index.html (2011 release) and blogs at http://foodsforyourlife.com.
Copyright 2010 by Julia Hidy. All rights reserved.
Tags: Advertising, b2b email and 3rd party lists; recession-proof email lists, b2b email marketing, b2b third party email lists, Company, email marketing, integrated email marketing, Marketing, Opt in e-mail, partnering with media pros, Rate of return, Social Media, trade magazines, Twitter