Tips for B2B Marketing in Niche Industries

Companies in the industrial and manufacturing sector that sell a niche product or service may view email marketing as unnecessary, especially when they have few local competitors. But for customers, physical proximity to a business is just one factor in how they make purchasing decisions.

Your chief competitors may be hundreds or thousands of miles away, but if they have a better marketing strategy and offer comparable prices, why wouldn’t your customers choose them over you?

B2B email marketing is an effective method for reaching consumers who purchase products or services for an organization. In fact, 93% of B2B marketers are currently using email to build relationships with subscribers that convert into loyal customers. 40% of those marketers agree that email is a critical component of their content development strategy to boost their ROI.

If you’re still on the fence thinking that your industry is too niche for marketing, consider this:

  • 72% of B2B buyers actually share email content, meaning that your emails will be seen by an extended audience and not end up in the trash bin.
  • Email marketing produces $38 per $1 spent on the campaign, which is 7 times more than influencer marketing.

Stihl sends great emails to their niche audience.

Source: Really Good Emails

Regardless of the niche product or service, your B2B company can benefit from developing an email marketing strategy. As more emails begin to flood inboxes, it’s more important than ever to develop effective email marketing campaigns to touch on pain points and provide solutions to your customer’s problems.

After all, this is B2B we’re talking about and to be effective, you need to find what makes them tick and target their needs, interests, and challenges. The B2B audience cares about logical solutions to their issues and boosting their own ROI, so your emails need to focus on what matters to them—money, time, and resources.

Ready to get rolling with an industry-specific email marketing campaign? Check out the following tips.

Build a following

You’re going to need an audience for your newsletter, so if you haven’t already, start collecting email addresses to add to your subscriber list. Reserve exhibitor space at trade shows so you can talk to people about what you do and collect email addresses via a sign-up sheet. Explain to people what kind of news they can expect when they sign up.

Consider hosting an educational webinar about a newsworthy topic in your industry. Set-up the online registration form so that registrants are automatically subscribed to your newsletter unless they check a box indicating they don’t want to receive it.

Lead magnets are also great tools to build an email list full of individuals who are interested in your content. Develop whitepapers, case studies, videos, and more, which prompt someone to enter their contact information in order to receive the curated content. Lead magnets not only provide value to the user but also signals to your business that they are interested in your services as well.

When you begin to build a following, segment your lists based on the subscriber’s job title, industry, location, purchase history, and more. Why? Not every email you send out pertains to your entire list. Segmentation ensures you’re only sending relevant content to subscribers to give your communications a more personal feel.

Make connections

One of the easiest ways to populate a newsletter with great content is to ask other industry leaders to write a piece for you. That’s also a good way to build relationships with current and potential customers and develop thought-leadership in your own industry.

Attend networking events and check LinkedIn to find out who is blogging about industry-related topics. If you can find a few company leaders to write guest pieces for your newsletter, and those people also happen to have a good following on LinkedIn or Twitter, they may be inclined to share your newsletter with their followers to help grow your own audience. You also need to share these posts in email communications, social media, and even your website to cross-promote your material to build a high-quality email list.

Don’t abandon creativity

Some niche industries aren’t the most glamorous – if all your company does is manufacture steel fasteners, you may be hard-pressed to come up with creative ideas for content. But contests that solicit user-generated content can add a fun twist to almost any marketing campaign. For example, you could ask users to submit photos of unconventional uses for steel fasteners and award a prize to the reader whose photo gets the most views, likes or shares.

Additionally, develop creative subject lines that subscribers can’t help but click. Regardless of the product, a subject line acts as the first impression people will see to determine whether or not it’s worth opening to learn more. Think about this—124.5 billion business emails are sent every day. Why should someone click yours? Be catchy, direct, and create a sense of urgency.

The Radicati Group says that 117.7 billion consumer emails were sent in 2019.

Source: The Radicati Group

What’s the big takeaway for B2B businesses? Taking the plunge in marketing results in more engagement, leads, and conversions to grow your bottom line.

You don’t need a lot of technical expertise to start a B2B email marketing campaign. With the right software and support, email marketing is easy to implement. Call Delivra today to ask how we can help you.

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