Even if this is the new normal, businesses need to get their ‘duck’s in a row’ to tackle the new economy and ensure they are fit and lean to move their businesses forward whenever this lockdown ends and with whatever restrictions the government decide to place on the nation.
Over the past twelve months or so, we have been working on our content and a new range of strategies to help B2B organisation redevelop their approach to marketing.
It’s not been an easy journey as we had to throw out the rule book and dissect the marketing strategies that both us and our clients had adopted over the years or even decades.
We discovered some persistent problems and some certain expectations that, as directors, were allowed to keep thinking simply because marketers hadn’t adapted their creativity to match the change in business consumer behaviour. Read the full story on our blog.
Nevertheless, we have produced a B2B Marketing ‘to-do’ list we believe marketers (if they’re still actively working for you) or certain personnel need to address whilst we’re all in ‘lockdown’ mode.
Firstly, it’s worth reviewing the marketing methods previously used to actually confirm the effectiveness of those strategies.
The To-Do List below is a methodical approach everyone can achieve. It is imperative you are not blindly sending out emails to the wrong people or with the wrong message for their job title. And more importantly, you’re not thinking of sending out loads of emails without having an overall plan.
The problem businesses face is that prospective customers consume information differently. Some prefer written, some audio and some video. Yet we all consume all three, it just depends on the time of day or where we are at the time.
As business owners we don’t have a choice and cannot predetermine if someone likes one form over another. If we make the assumption, we will lose out.
Main content items are as follows:
Don’t fall into the trap of posting all your content on social media. It won’t incentivise people to read or to follow you. If you have a database/CRM platform, start with email.
Once you have created your content, i.e. your articles, downloads, videos and podcasts and created your adverts, you are in a position to start emailing your prospects (and customers where relevant). Whether you use Mailchimp of Marketo, most Email Service Providers (ESP) and Marketing Automation Platforms (MAP) will allow you to upload your segmented data to their platforms.
In addition to email you can always upload all your adverts to social media by using a platform like www.SmarterQueue.com that will post at specified times and enable items to be identified as ‘evergreen’ meaning it will keep posting the same items as long as there are enough of them and will not appear as if you are ‘spamming’ on social.
Automation will probably mean you won't have to do any more marfketing for six to nine months or perhaps even more.
There is very little point in attempting to close a new prospect just yet. We both know how concerned businesses are, even though ‘we’re in this together’. Anyone who has listened to the news has heard about recession, doom and gloom for the future.
Now is the time to get laser-focused and identify the people on your database who you can gradually warm up. And when they’re ready, they will seek you out because you have had the foresight to keep in touch with them with content that is actually helpful and relevant to them and not generic content like many other businesses create.
There is no quick fix to generating income for B2B organisations. We have to flip our strategies and start helping prospects first, especially as we know what they’re going through. So, whether you're selling hardware, software or professional services, I urge you to get organised to maintain your presence and keep visible to new prospects, no matter what happens in the short, mid or long-term.