B2B marketing strategies for a post-pandemic environment


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2020 has been a year that many business owners and entrepreneurs would like to forget, both in terms of the impact on their professional and personal lives. Many businesses have been forced to shut down and others have tried to hold on as long as possible until they cannot continue.

Covid-19 has also encouraged businesses to move to a fully digital landscape. Retail stores were forced to sell only online, and restaurants had to turn to online ordering and delivery models to survive.

While we are now technically in a post-pandemic environment, stronger variants are now showing signs of a possible similar situation. Whether we are facing another shutdown across the world is uncertain, but one thing is very clear: Marketing has changed forever.

If you want to survive in the future, your business has to adapt. There is no time to wait, delay or see how it goes. Now is the time to assess your marketing strategy and make the necessary changes. Here are some important tips to consider.

Identify new ways of communicating

For businesses that previously relied on in-person interaction, events, and shopping experiences, now is the time to find new and innovative ways to achieve this. There is a digital equivalent to almost everything these days, and consumers are taking note.

Consumers love convenience and control. Take the movies, for example. Rather than having to go to the movies at a specific time and pay a premium price for tickets and concessions, consumers appreciate the convenience of Netflix. The cost is more attractive and the convenience factor makes it a win.

Social media is a great communication tool, as are YouTube vlogs and podcasts. Live streaming is also a way to personalize a message without having to be in the same room as someone else.

Related: 14 Proven Ways To Improve Your Communication Skills

Market using relevant messages

When everyone was forced to stay indoors and work from home, savvy brands began to shift their marketing messaging to address everyone. Things like “we’re all in the same boat” were commonly added to marketing messages to be understandable.

If your product or service can be explained in a way that helps the consumer identify with it more, it’s a much easier way to develop a connection. Also, don’t be afraid to mix in a little humor. In times of uncertainty and stress, humor is a great icebreaker.

You can also combine a discount or special offer with a relevant message. Something like “We know times are tough now, so here’s a 20% off code for your next order” will get a much better response than a discount offer without the added message.

Focus on relationship building

Relationships are everything in business, and Covid-19 has emphasized strong relationships as everyone has been forced to move to a virtual and digital environment.

Companies that had a strong relationship with customers before the pandemic fared better during the change, as that relationship was already strong, resulting in continued activity through the ups and downs that followed.

Imagine not being able to meet potential B2B customers face to face in the future. How would the transactions be concluded? What merit would companies use to determine their deals? It all comes down to trust. Focus on building strong relationships through transparency, strong communication, and simply showing that you care.

Related: 5 Tips to Improve Customer Relationships

Pivot your marketing to mobile

Everyone from consumers looking for entertainment to business executives managing their email and their work have moved to mobile during the blackouts. Mobile use was already dominant, but the convenience factor was realized by almost everyone who was stuck inside and forced to work from home.

Your marketing ads should be tailored to mobile devices, as well as your offers and landing pages. Suppose everyone will be on a smaller screen. Make it easy to update your conversion goals, with as few steps as possible.

Mobile website optimization plays a key role, and a pleasant user experience is very important these days. Consumers demand it – it’s no longer an option.

Improve your customer support

When the B2B industry moved to the Internet only, it resulted in more customer service requests. Things were changing, from the way orders were placed to the way deliveries were handled. Customer service has become more important than ever.

While customer support will make or destroy your business, as it always has been, these days you need to take it more seriously. As businesses migrate to remote teams, you may need to adjust your customer service hours to accommodate.

While phone support and email support could be enough before, now you need to consider SMS support and live chat. Eliminating wait times by hiring more virtual support agents is also something more brands are doing to provide better service.

Related: How to Really Hear and Use Customer Feedback


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