Despite the rise and fall of newsletter popularity, B2B marketers can still leverage this traditional marketing tool to reach their target audience and achieve their objectives. Tequia Burt, Editor in Chief, LinkedIn Collective & LinkedIn Ads Blog, wrote this week how.
Key Elements of a Successful B2B Marketing Newsletter
- Define a Clear Purpose: Determine the specific goals and objectives of your newsletter, such as providing industry insights, showcasing product updates, or sharing expert tips. This clarity will guide your content selection and ensure it resonates with your audience.
- Craft Compelling Content: Captivate your readers with engaging and informative content that addresses their pain points and offers solutions. Use strong subject lines to entice open rates, and maintain a consistent brand voice and tone throughout the newsletter.
- Design for Delight: Ensure your newsletter's design aligns with your brand identity and enhances the reading experience. Use visually appealing elements, clear layouts, and easy-to-scan content to make the newsletter visually appealing and user-friendly.
- Establish a Consistent Schedule: Determine a regular publishing frequency that matches your industry's pace and your audience's expectations. Stick to the schedule to build anticipation and maintain subscriber loyalty.
- Target Your Distribution: Segment your email list based on relevant criteria to deliver targeted content to specific audience segments. This personalized approach increases engagement and improves conversion rates.
- Consider Alternative Distribution Platforms: Beyond email, consider publishing your newsletter on dedicated newsletter platforms or social media channels like LinkedIn to expand your reach and visibility.
Top B2b Marketing Newsletters
- This Week in Marketing: This newsletter by the LinkedIn Ads Blog team delivers concise and timely updates on B2B marketing trends and events.
- Total Anarchy: Ann Handley's newsletter brings engaging storytelling and practical tips to marketing professionals.
- Morning Brew: This newsletter simplifies complex business and financial news into a digestible format.
Newsletters have been around for centuries, but they're still a valuable tool for businesses today, especially in the B2B (business-to-business) sector. In fact, a recent study found that B2B marketers are more likely to use newsletters than any other type of marketing content.
Key Reasons for B2B Newsletter Use
There are several reasons why B2B marketers use newsletters:
- Targeted Reach: Newsletters allow you to reach a specific audience of potential customers who are interested in your products or services. You can segment your email list based on industry, job title, or other relevant criteria to ensure that your content is relevant to the people who receive it.
- Consistent Branding: Newsletters are a great way to maintain consistent branding across all of your marketing materials. This helps to build brand recognition and trust among your customers.
- Cost-Effectiveness: Newsletters are a relatively inexpensive way to reach a large audience. In addition, you can track your results and make adjustments to your newsletter strategy as needed.
- Measurable Results: Newsletters can be tracked and measured to see how effective they are at reaching your goals. You can measure things like open rates, click-through rates, and conversions.