Email marketing: what it is and how to implement it

Learn what business marketing is, how it works and how it can be aligned with your company's digital strategy.

Business marketing is the set of all marketing actions that are applied in the day-to-day business. Business marketing aims to attract new customers and also meet the demands of current customers, their employees, and society.

Business Marketing

Marketing is gaining more space in the world of business and entrepreneurship every day. This fact is a reflection of merit that did not happen overnight, as the marketing area has been assuming an increasingly important role in any company.

This is happening due to a strong movement that has made marketing increasingly allied to the digital world. This makes him increasingly committed to objective results for the company – bringing in potential customers, for example.

Another great merit is that today, the marketing area is understanding the consumer's mind more efficiently, through a strong performance in their purchase journey.

And, in this context, a lot is said about Digital Marketing. However, many times the more traditional business marketing has been left aside. A big mistake on the part of those who think that one excludes the other – they can and should walk together. In fact, this union can be the perfect combination for the success of any business.

In this post, we are going to talk about business marketing. Our goal is to leave no doubt about how it works and how it can be aligned with your company's digital strategy.

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What is a business marketing

Business marketing is the set of all marketing actions that are applied in the day-to-day of the business, to attract new customers and also meet the demands of current customers, their employees, and society.

These actions can be considered as a tool to find strategies and solutions for continuous improvement in the company's performance. For this reason, it must be combined with the search for innovation and commitment of all employees who are involved in these actions.

And speaking of employee commitment, business marketing depends a lot on the union between them so that it can achieve its main objective. This is because it can have a complex structure, and its execution will only work with the action of all those involved.

Business marketing has become increasingly necessary for many reasons. Among them, we have the fall of territorial limits of action and the change in the way of interacting between consumers and companies, regardless of their market.

Therefore, it is necessary to plan all business actions, always taking into account how marketing can act positively to achieve its objectives and goals, demonstrating its importance, in addition to assuming a key role within any company.

Developing business marketing strategies

For the company's strategies to be developed to meet the best practices of business marketing, one must take into account what is called the 4 Ps of Marketing: Product, Price, Place, and Promotion.

In the next few lines we will provide more details about each of them:

Product

The first P is related to what the business will sell, regardless of whether it will be a product or service.

Here is the time to show that the company is not selling only service or product, but a solution or a way to solve the problem that it proposes to solve.

It is extremely important to convey this clearly, in addition to highlighting your differentials.

Price

The price is nothing more than the monetary value that the company is assuming it is worth by exchanging its services.

That is why it must be considered fair for both parties, both the company and the consumer.

Businesses that expose the way of pricing the product transparently, associating it with its advantages, gain greater credibility from their target audience.

Square

Traditionally, the square is considered the commercial point of the company. Going deeper, it actually means the way the product or service will be distributed.

We know that most businesses don't just distribute their products through a physical point, so there are several ways to do this. We can cite as examples catalogs, resellers, partners, and the internet.

Promotion

The last P refers to the promotion, which is nothing more than the promotion of the product. In other words, what are the channels in which the company will invest to expose and demonstrate its solution to the world?

In this sense, it is important to consider which are the best advertising channels to find your target audience, how you will invest in them, and, after that, how the sales process will be through them.

Increasing sales with business marketing

Now that you have an idea of what is taken into account in business marketing, how about using it as a tool to increase your business sales?

The secret here is to use the 4 Ps as ammunition to treat the consumer's purchase journey in the best possible way. This is where Digital Marketing can come in and become a great ally.

Especially because online channels have been increasingly used by any consumer to seek any product or solutions for their needs.

Therefore, we have prepared some quick tips to increase sales using business and digital marketing as a tool, check out:

Use and abuse of social networks

Given the current scenario in which almost everyone is on social networks, the company must be present in them as well.

It is important to keep in mind that the presence in these networks should aim at professional practices, both to better explore the dissemination of the business and to meet customers who bring their demands there.

Invest in Content Marketing

More than selling anything, every company needs to show that it is a reference in its market and that its professionals are experts in this area. That's where Content Marketing comes in.

Creating content for the purpose of informing and educating your market is the best option in this regard. This strategy is an excellent option to strengthen the acquisition and trust of your customers.

Content can be offered in a variety of ways: company blog posts, videos, webinars, eBooks, how-to guides, free tools, etc.

Use email as a relationship tool

In a world where we are increasingly bombarded by unwanted emails and spam, the company that uses Email Marketing wisely has a huge advantage over the rest.

Take the opportunity to also relate by email with your contacts based on their interest according to the content they consumed from you. In this way, you show that your business is interested in helping you move further and further towards the solution you are looking for.

Make your website a great showcase

If, on the one hand, the internet is a great dissemination channel for any business, on the other hand, it is also very conducive to distracting and dispersing anyone. That is the chance of your consumer entering your site and leaving soon after for some reason of distraction is great.

Therefore, make your site attractive, favoring the user in their navigation. Also, try to make it as self-service as possible.

Another important tip is to take advantage of this “showcase” to expose all the pricing information of your product transparently, favoring the achievement of customer credibility.

Be a company that delivers solutions

Finally, the last tip is something we've talked about here a few times: try to convey an image that your business delivers solutions and is willing to solve problems.

The world is full of products and services similar to yours. So, if your company doesn't position itself as a specialist and also as the one that has the most suitable solution on the market, it will just be one more like the others.

Mistakes You Can't Make Using Business Marketing

Business marketing seemed to be an interesting way to develop business strategies for your company, didn't it? However, there are still a few more points that you should pay attention to in order not to make any mistakes using this tool.

The first point is to reinforce something we've already talked about here: don't forget that more traditional business marketing and digital go together. Their union only adds to the potential of the company's ability to acquire more and more customers.

The second point is that its actions are not only in the sphere of acquiring and maintaining customers. They must also be directed to the internal environment, seeking to satisfy the needs of the company's employees.

They are the main asset of the business and their satisfaction results in increasingly better quality service for their customers. So be sure to look at endomarketing strategies in this process.

And, finally, a company that values social and the environment is very well regarded by all. So, be sure to take into account the use of marketing actions aimed at social and environmental aspects to impact society positively.