Promoted social posts and search ads are effective ways to get the attention of new customers, but getting into their inboxes is more effective. B2C products are usually bought without too much thought, whereas B2B has a much longer sales cycle, which is where effective email marketing comes in. When you’re able to reach your audience though email, you can cultivate relationships and personalise the content.
But email marketing is permission based and people aren’t so keen to give out their email addresses to just anyone. While PPC ads are easy to reach people you don’t know, it lacks the personal aspect that you can achieve with email.
Over 200 billion emails are sent and received each day, with this figure expected to grow by 4% annually. With about 40% of US adults saying half their email is from marketers, it’s only going to get harder to get people to subscribe. One of the ways to reassure your prospects is to include a statement about email privacy and to be upfront about how you intend to use their details. It takes time to build trust and nurture relationships by email, unlike PPC advertising that seeks to drive traffic to your site only. There are, however, some ways to use PPC to get into those inboxes.
- Pay your way in way in
Using Gmail Sponsored Promotions (GSP), you can get an ad at the top of your prospects’ inboxes, and/or the right-hand sidebar. Technically part of Google’s Display Network, it uses all of GDN’s targeting capabilities, so you can use keyword targeting and segment by age, gender etc. The downside is Gmail ads only get you into the inboxes of Gmail users, which means you miss out on users from other platforms.
- Sales Intelligence tools
These types of tools show you which companies your anonymous website visitors work for – then you can use a tool like LinkedIn Sales Navigator to send targeted sales Inmails. This approach can come off as spammy, which could end up annoying your prospects instead of engaging them. The best approach would be to send a polite message highlighting some of your great products, or asking if there is any problem they may have that you can assist with. Using a sales intelligence tool with PPC is very powerful – every visit to your website can be considered a lead, however small the chance of converting it.
- Run Lead Capture Ads
Both Facebook and Twitter have the ability to run highly targeted ads, as relatively low cost per click. The formats on both of these social media platforms are getting more sophisticated – if a person encounters a post with lead capture functionality, they can opt in without ever leaving their newsfeed. It removes the need for optimised landing pages and you are paying for actual email subscribers, rather than for clicks. You can make the opt-in more attractive by offering premium content to ad respondents, like a video series or interactive calculator tool.
Whichever method you go for, you’re bound to get into plenty of inboxes, which in turn can lead to obtaining the type of loyal and lucrative customers you need for your business. For more on PPC and email marketing, contact us.