In March of this year, I wrote a blog about how marketers live in a world of constant change. Little did I know what 2020 had in store for us!
Since March, we have seen a major shift in the world of B2B marketing that requires a very different approach—from how we interact initially with prospects and clients all the way down to managing those relationships on a daily basis. An estimated 42% of the labor force is working from home in the USA. Reaching people at home, instead of in an office is a new challenge for B2B marketing. Keeping a client or prospect engaged while they work remotely offers more challenges as well.
How can marketers reach audiences during this time? We need to offer them relevant content, engage with them in any way possible and make it convenient. Just because people are working from home doesn’t mean they are less busy. Providing the best possible experience is critical for getting and keeping their attention.
Trade shows have historically been a great way to brush elbows (no more handshakes) with B2B prospects. With those on hold, businesses should take a deeper look into the interactions they engage in. Breaking down barriers will ensure that each touchpoint is positive. Here are a few things to consider:
- Your website should be flawless
- Ensure your customer service team has the most updated information
- Keep your content current
- Address inquiries immediately
- Proactively share information if you think it will help your customer base
When thinking and working on your content, always approach it from your customer’s perspective. Producing relevant content not only will help draw in the type of clients you want, it will also help your organic SEO efforts. Make it easy for prospects and clients to find you and the information they need. B2B decisions are not typically made on an individual basis, so think of ways to make content easier for teams to share. Allow the downloading of case studies or PDFs and make them easy to find. If someone likes your content enough to share it with a colleague, or download it, then you’re heading in the right direction.
Staying engaged and reaching your audience is easier said than done. We’re here to help when you need us.