Need More Business Sales Leads? Why Not Use More Email Marketing?

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Published: 18th June 2015
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When it comes to online marketing and lead generation , there are a lot of options available to business owners. A popular choice the past few years has been social media marketing, partly because of the ease with which you can build your brand identity online and the sheer number of platforms that you can use completely for free. Moreover, because of the popularity of sites like Facebook, Twitter, LinkedIn, etc., there is a large chance of finding prospects and even quality business sales leads. Indeed, social media often comprises the largest part of most online marketing all by itself, especially for businesses looking to start their b2b lead generation online but don't have enough financial resources to spare.

But Is Social Media Enough?
It may have a lot of benefits, but it also has shortcomings that can't be easily overlooked. Here are a few important points to ponder about social media:

  • Numbers. Sheer numbers. According to an Ipsos survey, 85% of online communication is done through email while social media interactions are only at 62%.

  • There is no social media platform as personal as email. Even businesses who find sales leads through a business-friendly site like LinkedIn still carry out the bulk of their legal and private transactions through email.

  • A lot of older businessmen (who often tend to be the company decision-makers) still don't know how to use Facebook, and most don't have any intention to.

  • Social media platforms basically don't give you any marketing list compared to the traditional email marketing list that you can grow and nurture for years and years to come.

  • There Is Always, Always A Need For Email

    Good old email is still the best way to keep a proper online "paper trail". In fact, it is almost impossible for online transactions to be completed without anything being confirmed through an email. Even when social media conversations start getting serious and head towards a business transaction, it always ends with someone saying: "send me an email".

    That is not saying that social media is an ineffective lead generation tool, because it is. But including an email blast campaign to your marketing plans will definitely increase the number of b2b sales leads you get in terms of quality and quantity. Here are good reasons why you should be paying more attention to emails:

  • There is a higher possibility of your emails getting opened by your prospects compared to them reading an ad you post on Facebook or Twitter, what with the regular avalanche of information constantly pouring into their feeds and timeline.

  • Your prospects are more likely to become disconnected from your brand with unspecific social media advertisements that speak to everyone and no one in particular.

  • Calling out to someone by name (or even their email address) is far more attention grabbing than any bright color that you can put on a post, something that can be easier achieved through email, particularly with email newsletters.

  • There is no boundary to where you can send your email blast campaigns. Facebook marketing is limited to Facebook, as is the case with Twitter and LinkedIn. But an email can be sent and received to and from any service provider, whether it be Gmail, Yahoo, Hotmail, Outlook, or whatever address they are using without the need to set up any special permissions beforehand.

  • As you can see, there are plenty of advantages in using emails to find more prospects. So don't hesitate to incorporate email marketing into your lead generation campaigns now.

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