Four Strategies for B2B Marketers to Consider
In our last post, we visited some of the ways COVID-19 has impacted marketing and which advertising channels are producing results in our strange new world (and which aren’t).
We touched on some pretty simple concepts — customers are looking for greater value in their purchase, marketers need to lean into digital and direct mail in their omnichannel strategy, and COVID-19 is weird, but not the end of the world.
So how do we continue to get through it?
Here are four specific strategies B2B businesses can use to adapt in the current COVID climate.
1: Don’t Fade Away
Knee-jerk reactions are never good, particularly in the business world, and completely halting the presses may damage your brand visibility down the line.
If you need to take a break from promotional materials that simply don’t make sense during times of social distancing, by all means do so. Now might not be the time to buy a billboard or ad space at the airport.
That said, reinvesting some of those savings into techniques proven to be successful during the COVID crisis — like direct outreach via mailers, email campaigns or digital advertising — is paramount to coming out of this thing in a position of strength.
2: Double Down on Customer Engagement
In times of crisis, your customers are looking for comfort and reassurance — on some level, we’re all looking for that right now.
Look at this as an opportunity to confirm what your customers already knew about your brand. Show them when the chips are down, your business values its customers above all else by engaging them via social media interactions, email or whichever way they reach out.
3: Approach Uncertainty with Confidence in Your Messaging
There are effective and ineffective approaches to crisis management. An ineffective way to manage a crisis is to project a specific outcome and bank on it, leaving you open to catastrophe if things don’t go as planned.
Kind of how we ended up here in the first place.
An effective approach is to focus less on specific outcomes, and more on the range of outcomes. This doesn’t mean giving doomsday predictions equal credence at more optimistic projections. Instead, it means acknowledging uncertainty in your messaging and reassuring customers that your business is prepared for both the good and the difficult.
4: Get Smarter with B2B Outreach
For B2B business, this strategy might be the most important.
You can’t just send your outreach to the office — with many employees working remotely, it could very easily be a waste of a direct mail campaign.
So how do you make sure your outreach lands where it needs to?
It’s been simple: we’ve been comparing our account information against available customer databases, finding where we have overlaps and sending B2B marketing materials to the homes of decision makers.
So, there you have it, four strategies for B2B businesses to consider going forward. These times are tough, but with a strong focus on adaptive marketing — particularly in messaging and outreach strategies — we’ll make it through.
For more on how Strata can help your business stay strong through COVID-19, contact us today.Back to Blog