Jul 12, 2020
As Covid-19 spread across the globe, businesses were forced to close their doors and adapt. With this has come a need to identify B2B digital strategies that will help businesses to continue some form of operation. Businesses want to remain functional and so, digital platforms have become the next solution. So, this has meant that businesses have had to develop new digital marketing strategies to survive. These strategies are designed to help your business thrive under new and unprecedented circumstances.
It’s Time To Enhance Your Online Presence
Prior to the pandemic, you might have utilised different channels or opportunities to connect with clients but now you are going to have to focus on your online presence. Your website and social media channels are now paramount when it comes to reaching your audience. It might be time to streamline your website, enhance its functionalities and enhance your online brand presence. Before the pandemic, you might have relied on physical premises to meet clients but now this will have to be achieved online. Therefore, your website and social media channels will need to be well-designed, ensuring your audience can find exactly what they’re looking for. The quality of your content is going to need to be enhanced while the design of your website is going to need to be simplified, especially if you are going to be adding more information or products to your website. The content, images and information will need to be valuable, clear and meaningful. What’s more, you’ll need to ensure that your website is responsive and mobile-friendly ensuring prospective clients can find exactly what they are looking for. You might also benefit from implementing chatbots or adding links to social media handles. All of this encourages communication and that provides your business with the ability to provide a personal service.
Focus On The Customer Experience
Customers are going to be receiving a new experience now that business operations have changed but you still need to ensure they keep returning. It’s vital that your marketing strategies place a clear focus on delivering a valuable service as this will continue to build trust that will remain in place way beyond the pandemic. Consider digital-first business operations by ensuring consumers can do business with you digitally. Whether that’s holding meetings, offering deliveries, providing order tracking and integrating e-commerce for online transactions, this is about ensuring your consumers can continue to use your service. Communicate with your clients clearly and honestly. If there is a shortage of staff or supply then tell them via every channel. You’ll be able to reply to queries via social media and ensure them that you are going above and beyond to fulfil their requirements. Your clients are also going to be uncertain but transparency will go a long way. Your business can stand out by providing honest information and ensuring clients remain informed.
Improve Media and Channel Performance
Did you know that digital marketing, according to Google, influences almost 70% of B2B buyers? Therefore, if there was ever a time to go digital, then now is the time. This doesn’t mean that you’re going to need to increase your digital spend budget. What it does mean is that you’ll need to consider which channels are going to be more effective under the current circumstances. You’ve got Facebook, Google, Tik Tok, Twitter and Instagram, all of which are significant content providers and so, social advertising is going to be especially important. Undertake a review of all of your media strategies and make changes where required. With the right analysis and understanding of consumer behaviour, you’ll have the ability to ensure you are occupying the same space as them online.
Consider Your Web Activity And Fine-Tune Offers
As more people have had to move online to do the things they need to do, it might be a smart move to gain an idea of your own activity online. This will provide an insight into how your customers and prospects have been behaving. It’s more important than ever to ensure that you CTA’s are more effective and apparent than before as well as any offers you might have. You might notice a drop in web activity which means that you might want to work quickly to implement conversion rate optimisation. This will give you a short term plan and an understanding of your long term performance across all digital platforms.
Use The Time To Optimise Content
Content is crucial but you should not create content for the sake of content. However, with a change in the way that you are running your business, this could be the ideal time to enhance your content, ensuring you have something that is valuable to your client. This could include useful guides, newsletters, blog posts, case studies and even step-by-step guides. If your content strategy is well-devised then it will enhance lead generation and brand awareness. This can be achieved through social media content, blog posts and even videos. Consumers are looking for information and you need to make sure you provide it because you’re going to need to make sure they choose your business over others. It’s also the perfect time to nurture leads because if a potential client is still unsure, you might want to provide them with newsletters, special offers and even case studies. Whatever you choose, ensuring you offer them value will increase the chances of them converting.
Instil Confidence In Prospective And Current Clients
Everyone is nervous about the current situation. Uncertainty has left people struggling to make decisions but this is the ideal time to inform people of how you are operating. This level of transparency will go a long way and will ensure they know what you are doing to ensure their safety. Whether you have a store that is still open or you are operating solely online, give them every reason to trust you. Use social media channels and your website to provide information on how you are implementing safety measures with deliveries, the handling of items and how you plan to continue offering the first-class service that they are used to. This can be communicated efficiently using the relevant channels. Digital marketing is crucial to any business looking to survive the current pandemic. It’s about building a robust online presence, optimising content and improving the way in which clients access your products or services. Deliver a superior customer experience by utilising the correct digital marketing strategies and your business is highly likely to survive the pandemic.
