It’s no secret that recent events (no pun intended) have caused plenty of disruption and uncertainty for B2B marketers. However, it isn’t all doom and gloom.
By making a few simple changes to your digital marketing strategy, you will both survive and better your organisation’s position while things are challenging. After that, the valuable lessons you’ve learned will continue to add value in the future.
So, how do we make the most of digital?
Every form of offline marketing has a digital alternative. So, as long as you’ve still got budget to allocate, there are plenty of ways to keep lead flows steady while offline is on hold. Your customers and clients will be online more than ever at this point, so act fast.
We recommend a ‘fail fast, learn quickly’ approach, so don’t delay trying things just to get everything perfect – learn from the facts.
Below, we’ve highlighted some of the challenges our clients are facing in relation to offline vs. online with advice on how to react to them quickly by making updates to your digital marketing strategy.
Issues + solutions
Issue #1: “We were due to speak at a recent event, but it was cancelled
Solution: If the event has been switched to a webinar, try building an online audience to target with both pre- and post-event content based on the type of people that were due to attend the event. If the event has been postponed, you could still promote useful material to the same audience or – better still – host your own webinar. They’re easier to run than you think, and you could partner with other non-competitive speakers and / or customers to add even more value.
Whatever the situation, it’s worth asking the event organizer how they could support you. They might be able to promote your webinar or content to people who were due to attend, which is valuable to you and helps them to stay current and relevant to their audience in a very difficult time.
Issue #2: “Our own events are being cancelled”
Solution: If you have a list of people that have already agreed to physically engage with your business, keep in regular contact with them even if the event has been moved to a later date. As suggested above, you could run a webinar of offer them direct calls with members of your team to discuss the event themes.
Tips: Webinar drop-out rates are often higher than events, so offer additional value where possible to registrants (preferential treatment or services of some kind) to ensure attendance. For example, we have seen benchmark assessments work well as part of digital events as they offer attendees the added value of a ‘takeaway’ personalised capability report. Here’s one we made earlier…
Issue #3: “Our business model is being affected by the current climate”
Solution: Many of our clients sell B2B solutions and services to businesses heavily affected by recent events These include hospitality, live entertainment, airports, transport and (in-store) retail who are really taking a hit.
There are 2 opportunities here:
- Divert your marketing attention to other sectors that will benefit from this period and explain how you can help them maximise the benefit. eCommerce should see a significant boost, as well as anyone in telecoms or cloud-based apps.
- Focus your marketing content and effort on how your services can assist businesses in a tough time, or how they need to change. Position yourselves in such a way that – whether it’s now or later – prospects are going to want to talk to you.
Issue #4: “Sales teams are unable to meet prospects face to face”
Solution: If you aren’t maximizing the use of online digital meeting tools already, now is a good time to start…! There are hundreds to choose from, including some that are offering their solutions for free in this difficult period such as Webex or 8×8.
This is also an excellent time to provide additional social selling training to help sales teams leverage digital channels such as LinkedIn to connect, engage and share content with their network. Example below:
You may need to create more digital content to support this approach, both for demand generation and nurture as part of an online / remote sales process.
Did that help?
We understand that every business’s situation is unique.
If you’d like to discuss your current situation with our experts, or if you have a problem in need of a solution, get in touch.