Emailing the C-suite to promote your company, brand, or products/services can be a serious cause of headache for many B2B email marketing practitioners. But, when done right, the rewards can certainly be worth more than your while. So, how do you email the recipients in your C-level executive business contact database the “right” way?
The answer is through thought leadership. Thought leadership is the state of being recognized by your audience as a source of useful information about a particular field. This is primarily achieved through educating your prospects, customers, community, connections, etc. Thought leadership builds credibility which, in turn, builds trust and loyalty.
Becoming a thought leader in the industry/field you’re engaged in gives your marketing efforts and overall business a distinct advantage. Decision-makers like those in your executive business contact database will see you as a source of answers and pay attention to the solution that you offer.
So where does all this fit in your email marketing campaign? Look at the following tips and find out:
1. Realize and specialize. The key to becoming a recognized thought leader is to find and dominate a specific area in your industry. Thus, you have to (1) focus on a subject that you’re a true expert in and (2) make sure that such an area is not yet saturated by competitors or others who want to become thought leaders as well.
2. Draw on your experience. There’s no better source of helpful information than the deep well of relevant experienced you’ve accumulated. You have to make sure, though, that the quality and nature of your experience are such that you’re able to form a coherent body of knowledge from it. Email recipients in your executive business contact database can tell if this well is empty.
3. Create whitepapers. Email campaigns are ideal venues for promoting longer content materials like whitepapers and eBooks. Whitepapers are one of the main tools in developing thought leadership. Content marketing experts think these publications establish your reputation as a reliable thought leader. Of course, this designation ultimately depends on the quality of your content.
4. String your social channels. Regularly maintaining a business blog is a key step in educating your community. In this regard, blogs and emails are indispensable tools in developing and distributing content for thought leadership. Emails can enhance the range and precision of targeted blog contents to specific segments of your executive B2B contact database.
5. Be open to learning. The best way to educate others is to also learn in the process. The world is moving forward at such a rapid pace that knowledge itself seems to be constantly expanding. With information-seeking audiences such as those in your executive business contact database, it makes sense to stay open to new ideas.
6. Focus on relevant issues. Aside from specializing in a particular field in their industry, thought leaders have to focus on certain issues relevant to their audience at the given time. What are the problems that your executive contacts are facing each day? Despite the authority and resources at their disposal, people from the C-suite still look to people like you for answers.
7. Tell, don’t sell. Self-promotion is total nonsense in thought leadership because there’s little to no value in bragging about yourself. What decision-makers want to find are potentials, not credentials. So stop selling and start telling.