Tactics to Create More ‘Must-Read’ B2B Newsletters

Are looking for a way to build a community
around your brand, but you're not sure where to begin.
A business to business newsletter could be the answer to that.
In this video, you'll discover that B2B newsletters aren't actually as dull as we
all make out. If sent to the right audience and read with intended purpose in mind. So, what are we waiting for let's get started.
Hey, guys, it's Jody here
from Neighbourhood, where we help brands find, sell and keep their people.
So what's the reason as to why you should have a newsletter?
The ultimate reason to have a B2B newsletter is to build community
by updating your customers or clients about what's going on with your company.
Keeping them informed and interested.
It's been found that 86 percent
of business professionals choose email communication over any other type
of channel where they discuss any business related topics.
Also, the click through rate of B2B email
campaigns is 47 percent higher than that of B2C email campaigns.
And most importantly,
59 percent of B2B marketers suggest that email marketing is their best
performing strategy in terms of revenue performance.
Talk about a lot of benefits for using
email marketing to other businesses, while B2C or business to consumer
newsletters generally involve persuasive copy and trying to get you to buy the B2B
is that its purpose is to help the brand develop and nurture a harmonious
relationship with the viewer and effective B2B news that can also attract
the attention of potential clients, help prospects move through the sales
funnel, build rapport with customers to encourage them to work with you again,
improve your brand's reputation and boost the number of opportunities you find both
personally and professionally. Unsure of things to put in your newsletter?
Here's seven ideas to get the ball rolling.
Firstly, a roundup of recent blog posts or videos.
Second, an invitation to upcoming events or webinars and new case studies.
Monthly business scoops, industry news,
behind the scenes of your company and frequently asked questions.
If you've chosen to go with one of these
ideas or even come up with one of your own, we love'd to hear from you.
So leave a comment down below and let us know.
Next up is the design phase.
Your company's newsletter needs to be a true reflection of your brand to ensure
you stay on brand with the design and tone of voice.
A great thing to do would be to A/B split
test the different design components to ensure you're on the right track
and resonating effectively with your audience.
Here are some tips.
When designing your own newsletter, create a branded masthead, use clean,
crisp images, use the same text throughout, company logos and icons.
Try filters, memes or videos, use relevant graphics to support blurbs.
Make the CTA clear and obvious. Ensure it is mobile responsive, test the length of your
newsletter to ensure it's not too long and not too short.
Use a premade template and lastly, create a branded footer with your social
media links and contact information, if you're enjoying this video.
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every single week to your inbox. Here at Neighbourhood,
our experience in sending newsletters has
allowed us to learn a thing or two on what makes great newsletters.
So here are some of our best practises
to ensure you're keeping attention spans and open rates up.
First is to get the right point.
Being concise and getting straight
to the point is the secret sauce of a successful B2B newsletter.
This is very different to the world of business, to consumer newsletters,
where major emphasis is placed on branding and connection, leading to lengthy content
that does little to address your audiences practical problems.
As a B2B marketer,
you have to remember that your subscribers are busy people, while lengthy content has
its time and place as part of your strategy,
newsletters need to be consumed efficiently by being as direct as possible
and showing you address the topic straight away and how it will help the reader.
Second is to tell a story.
As a marketer, you should be familiar with crafting a good story.
Your newsletter is no different than your social post and lead nurturing emails.
You need to engage the audience.
Don't forget that your newsletter is meant to communicate with the individuals
from organisations, not the organisations themselves.
So be personal and work a spark
an emotional reaction. Thirdly is to educate, not sell.
In the B2B world, you have to assume that most of your
audience will be industry pros who don't fall for the usual selling techniques.
So avoid pitching the typical marketing language in your newsletter and instead
focus on educating your audience and offering them useful information.
Calling on a friend. While most of the content in
your newsletter should come from your company or team, don't allow that to be
your only source of info. Adding valuable insight
third party content to your newsletter will help with the credibility by showing
your audience that you're interested in offering them the most pertinent
content, regardless of whether it comes from your company or not.
Also, don't forget that there's always a chance that sharing another company's
content could lead to them returning the favour.
Fifth, keep a close eye on how you're performing.
No matter what type of organisation you work for monitoring your email campaigns
performance is essential to address common email problems that may be plaguing your
campaign while also optimising what's working.
You specifically want to pay attention
to which emails your subscribers engage with the most.
Reviewing your performance will help you better understand what types of B2B email
marketing content your subscribers respond to is a compelling hook.
Include any appealing subject line that entices the reader is totally
representative of the newsletter's content.
That being said, you should never be misleading in your terms to be clickable.
Experiment with different subject lines that are more personalised or pose
a question, the main thing is to always keep your buyer
persona in mind. Seventh, have a good balance of content.
You need to have just the right amount
of content in your newsletter too little, and you won't capture enough of your
audience's attention too much and your audience will feel too overwhelmed.
We recommend close to five short blurbs
of information separated by links and CTA's to learn more.
Next is to focus on relevant content.
Your newsletter is no place for company propaganda or sideswiping a competitor.
Focus on blogs, case studies, ebooks, upcoming events, industry tips and events.
These are newsletter gold. At the end of the day,
it should always be helpful and never salesy. Ninth, spiced up with good design.
Bad design is a surefire way to crank out the unsubscribes.
Content is one thing you need to ensure your newsletter is responsive and works
on all types of devices and platforms. For design tips,
head back to the first minute of this video.
Tenth, set specific days for it to go live.
Just like a magazine or newspaper,
the newsletter should go out on a regular, schedule monthly or bi
monthly is a hot tip for most of our
clients to stick to the schedule and limit the amount of time spent on any one thing.
It's best to keep it simple and not reinvent the wheel every single time.
So there you go. The introduction to the world of B2B
newsletters and why doesn't have to be the oppressive bore we will make it out
to be. By keeping these tips in mind for your next B2B newsletter.
You'll build better relationships with your audience and encourage repeat purchases
boosted rapport, lifted reputation and you'll grow your brand
beyond belief if you found this video helpful and feel free to share it
with someone you know that need a hand with creating newsletters.
You can also subscribe to our blog,
where you'll find a bunch more tools, tips and templates to help you find, sell &
keep your people. Just like Neighbourhood does.
So that's it from me. Happy marketing.