How To Prepare a B2B Marketing Strategy For The Post-Covid World
Like most years, 2020 started with hope for new opportunities, new experiences, and new growth for businesses.
And then COVID-19 hit.
Quickly, the events, campaigns, and nearly all marketing that had been put into plan (and, in some cases, already into action) had to be canceled. Budgets lost. Staff disappointed. All-in-all, confusion and overwhelm took over.
If we’re being honest, 2020 hasn’t gone to anyone’s plan and isn’t likely to be anyone’s favorite year.
But I’ve seen and experienced the resilience of businesses still managing to thrive and minimize risks by taking this unfortunate and unforeseen event in their stride and doing what they can to make their marketing work.
How are they doing it?
Right now, the importance of digital marketing has never been more apparent. And with that comes the importance and increase of virtual events.
But what does a B2B marketing strategy look like beyond COVID-19, and how can you begin to prepare? Here are the top 4 areas you should focus on:
#1: Put people first
Throughout COVID-19, we have seen the businesses and brands on top thrive by adapting their strategy around people.
Major subscription software brands have offered a few months free to current customers.
Teaching platforms have partnered with schools and universities to provide free and accessible learning tools for students studying or attending classes at home.
We’ve even seen traditionally physical businesses like restaurants, gyms, and beauticians offering free tutorials and training through DIY kits, how-to videos, and livestreams.
The focus across all of these initiatives? People.
While every business has faced financial strain due to the unforeseen situation 2020 has brought, making the human element of business the focus of lockdown activity has not only built stronger brand loyalty with customers it has also created a connection that will last post-pandemic, helping your customers and your business all get back on track even faster.
So when planning your strategy for the ‘new normal, continue adding these human touches into everything you do. Whether it’s continuing to develop a ‘how-to’ platform on your website, offering a new stream of affordable subscriptions to your business model, or partnering with a 3rd party to offer joint packages that your audience thought they could only dream of, make this the critical ingredient to future-proof your plan.
#2: Digital is key
When lockdown became official, the first thing everyone canceled was their event. Whether it was planned for the following week or not until later this autumn, the uncertainty of when it would be safe to gather again overruled any “need” to hold an event in person in 2020.
Since the cancellation panic, there has been an enormous spike in webinars, virtual roundtables, digital conferences, and even online festivals to keep audience engagement alive. And you know what? They will be essential for your strategy from now on (if they aren’t already).
Digital events are AMAZING for continuing to engage with your audience, build a connection, and generate results for your business.
While lockdown is easing for many countries, many people are still uncomfortable with going back into larger groups and crowded spaces. Because of this, many significant events and businesses have already announced their events will be online-only until mid-2021, and I recommend you do the same.
Keeping events online not only encourages your audience to continue staying safe but also enables more of them to reap still the rewards, insights, and education your event provides.
If small executive dinners have been your thing in the past, host a digital roundtable and send attendees a little chocolate to enjoy during the event (with their approval, of course). Or, if you’re used to leading a big customer summit, take it online and add live Q&A for speakers, digital goody bags, and a how-to cocktail class to end it instead of the usual reception.
Whatever your event requirements are, I guarantee there is a perfect digital solution for you that keeps the glamour and the goals aligned.
#3: Refine and define your content
Lockdown has been the perfect time to refine and define your content strategy.
By that, I mean your messaging, email marketing, and social media promotions.
While people have been home, they’ve spent far more time online reading content than their previously busy schedules would allow. And from that, your data will have also grown, showing an even better picture of which brand messages, content pieces, and social promotions resonated with them most... and not at all.
Many brands have taken this opportunity to share how-to’s relevant to their services, advising on how to accomplish goals or activities at home better and providing genuine guidance their audience is looking for - for free!
What’s to say that this can’t continue post-pandemic if it’s working?
For example, if you’re a creative software brand, share some examples of incredible designs people can create with your platform and the steps to do it themselves. Or, if you’re a security software business, give your audience a checklist of things to check to ensure they’re secure while working from home.
Remember, people should be the main focal point for your messaging. Ask yourself:
What does my customer need from what I’m offering?
How can I provide value to their lives or workflow?
How will this content resonate with them?
#4: Scale back, achieve more with email
And while you’re refining and defining your content, also adapt your course of action.
As I’m sure you’ve noticed, email marketing can quickly become spam even from your most beloved businesses, as much as I have the past few months.
When promoting your message, content, or solutions, don’t overwhelm your audience with an email for everything. Don’t send them daily emails, and don’t overshare in general.
Going back to your data to see what isn’t resonating with your audience, craft your emails around precisely what they need from you, and only share when you’re adding value.
Do you have a new VIP virtual webinar your CTO audience would benefit from attending? Email and invite them!
Are you an SEO platform hosting a live stream with a key SEO influencer that your audience adores? Send them the details!
Have you created a new, more affordable subscription stream for your software that customers couldn’t afford during a lockdown? Share the good news!
Whatever your business goals are, refining and scaling back your email strategy isn’t going to decrease or limit your sales by any means. It’s going to boost them!
If you’re still a little weary about setting up your marketing strategy or wondering what the best approach for your business is, get in touch, and I’d be happy to help!
