Marketing Ideas For B2B During The Covid-19 OutbreakLast Updated: May 8, 2020
We’re currently going through one of the biggest pandemics in history.
As a result, many businesses have been forced to close down as they are unable to trade like they normally would for the time being. But that doesn’t mean B2B companies who are serviced based need to be at a standstill either.
We’ve already implemented several strategies for our clients that are allowing them to still work on their business growth. Even if it doesn’t necessarily result in an immediate sale they can still build their brand and make new customers aware of who they are.
We’ve put together a short post with some marketing ideas that we think are effective for B2B companies at present, that can be used to keep your business’ wheels in motion.
Here we go…
1. Grow Your Email List
Your email list is one of your company’s most valuable assets.
One way to think about it is as though your email list is your own concert theatre. They are there to hear what you have to say. When you send an email out, you have their undivided attention (although how long you keep it for is dependent on the quality of your copy).
Whenever you have something to say, whether it’s a new blog post or a special offer. You can fill that theatre with those people and speak to them. For FREE.
Free isn’t a word that you hear that often in marketing, especially PPC marketing, so it’s a strategy that shouldn’t be ignored.
Focusing on building your email list should be high on your agenda and all times, but especially now. It can be a huge opportunity to increase awareness of your brand and most importantly, you will have an audience to talk to once things begin to settle down.
We use Sumo to collect emails throughout our website, but there’s tons of tools out there to help you.
Here’s a few examples of ways that you can collect email signups :
- Insert a simple signup form on your blog letting users know what they’re going to get in exchange for signing up.
- Put a link to your newsletter signup in your email signature.
- Offer a lead magnet (ebook / checklist / webinar / workshop) in exchange for their email.
- Link to your sign up page from your social media profiles.
Turn Your Service Into a Product
Some serviced based businesses have been forced to pivot recently and completely change their business model. Businesses that have never sold online are now using that as their only source of sales.
So if you have a serviced based business that had to close, this could be an opportunity to reach a whole new market by selling a product instead.
This could be products like :
- Online Courses
- Software Tools
Here’s some ideas for different types of service businesses :
- Coffee Shops could offer remote coaching on how to make great coffee.
- Photographers could create a course to learn how to take great photos.
- You could write a book and sell it teaching how to do what you do.
Do Qualitative Research
Qualitative research involves working with people to uncover issues that may be causing a blockage in the conversion funnel on your website.
The goal is to speak to users and customers to find out more about their experience with your brand and what can be improved.
Doing this now can put your business in a stronger position for when things return to normal.
Here’s some ideas to get started :
- Survey your clients or customers and find out why they chose your company and what could be improved.
- Run usability tests on your website to see if users can easily accomplish your conversion goals.
- Install Hotjar and watch visitors recordings of your users whilst they use your website. What roadblocks are they running into?
Run a Webinar
Webinar invites are flying around thick and fast at the moment. There’s a reason for it, everyone is spending more time online. Vodafone recently reported a 50% increase in internet usage, so attendance figures will probably be higher than usual.
Running a webinar is a great way to not online engage existing clients, but also make new ones aware of who you are.
When you run a webinar, you’ll also be able to repurpose that content to be used elsewhere.
Here’s some ideas :
- Publish to YouTube
- Use the audio for a podcast
- Use it for social media content
- Turn it into a blog post
Write Guest Posts
Content Is King and if your business has some extra time on its hands, then writing guest posts is a great way to create brand exposure and also to be able to create backlinks to your website to help with SEO.
To get started with guest posts, take a look at this article by Brian Dean.
Start a Podcast
As we mentioned above, content is a valuable asset and podcasts give you just that. They can be created on a budget just by using your smartphone and are therefore inexpensive to do. Or you can go full steam and put some production quality behind it.
Content can come in the form of interviews, discussions or even recordings of your webinars. Additionally, if you record a video of the podcast then this can be uploaded to YouTube to further expand your reach.
This podcast content can additionally be used to create even more content like blog posts and content for social media.
That’s alot of content from one podcast.
Build Your Social Media Presence
People are spending ALOT of time on social media at the moment. In the UK, Social Media usage is up by 40%. So why not work on building your social media audience as part of your strategy?
Depending on the type of business that you are in, you’ll need to pick the social media channels that are a good fit. A good starting point is asking yourself “Where does my ideal customer spend their time?”. Then craft messaging that resonates with that audience.
And that’s our run down of marketing tips for B2B’s during the Covid-19 outbreak.
I really hope you’ve managed to pick out a few ideas here that can be applied to your business in these uncertain times.