Five tips on how to secure B2B competitive advantages with online marketing despite the crisis
The first impulse in times of crisis is to minimize costs. That is understandable. But anyone who cuts costs on communication is, as numerous studies show, backing the wrong horse. Companies that stay in contact with customers, partners and employees in times of crisis and even intensify this contact emerge from the crisis with clear competitive advantages.
Communication in a crisis generates leads for rapid consolidation
There are numerous empirical studies on the effectiveness of brand communication in times of crisis. They show that advertising investments during the crisis have a positive effect on sales trends in the period afterward: It is precisely in times of crisis that companies can gain an advantage over companies that freeze their advertising budget. Because where there is less advertising, there are fewer competitors vying for the attention of important target groups. The likelihood that your own message will get through increases. And those who generate leads now will have new customers after the crisis.
Corona pandemic: B2B stakeholders increasingly use social media
The special feature of the Corona crisis compared to previous recessions is digitalization: the number of users of digital media has skyrocketed since the outbreak of the pandemic. In the wake of social distancing, people have turned even more to social media and web content. This effect is also relevant in the B2B sector, because employees, customers, partners and leads are now using them much more intensively. Anyone who stops online marketing campaigns, leaves social media channels idle, foregoes investing in current content and burys their head in the sand for the time being will lose touch with the relevant target groups in the wave of digitalization. Because the competition is now active.
So what is important now? Here are five tips for your communication during the Corona crisis:
1. Convey security through presence!
In times of crisis, the first thing to do is to convey security and build trust. The best way to do this is through presence: you have to convey to customers, employees, partners and leads that you are still available even in the crisis. Give your stakeholders helpful tips on how to get through the crisis with you and your products and services! Provide insights into how you are overcoming the crisis! This will create a feeling of connection! Social media, newsletters, website, letters: continue to maintain all your channels and convey security and permanence. This will ensure long-term trust and an advantage over companies that are now withdrawing.
2. Focus on search engine optimization, Google Ads and social media marketing now!
Today, customers and prospective customers have the opportunity to get to know companies, products and services almost exclusively through online channels. It is now more important than ever to be found through optimized search engine optimization. Even if the first impulse is to minimize the budget, companies are still wasting the opportunity to be among the top ten when B2B search volumes increase. A new focus on content makes more sense than freezing campaigns: ad texts and SEO content should be adapted and now convey more security, emphasize accessibility and focus on continuity and problem-solving skills.
3. Lead generation doesn’t end with the email address: get in touch!
Leads are more important than ever, especially in times of crisis. In the B2B sector, lead generation is often the top priority. However, many companies focus very strongly on obtaining contact details. However, impersonal emails and a sales call are no longer of much use. It is about building long-term customer relationships. To do this, you have to get in touch with the target groups, even and especially in times of crisis: via newsletters, a well-maintained, attractive and up-to-date website, via social media channels, via informative content, via search engines. All of these channels are important contact points in sales and contribute to convincing, future-oriented marketing. Communication does not end in times of crisis, because decision-makers are also and perhaps especially open to good solutions then.
4. Give your company a face!
We are now so used to YouTube, Instagram, Snapchat and messenger services that we always expect visual, quickly digestible content. We want to see people, photos and graphics that convey an interesting message at first glance. This makes it all the more important for B2B companies today to provide real insights into the hallowed halls, to show themselves: Who are the employees? What interesting things does the boss have to say? What is it like behind the scenes? How are they dealing with the crisis? People attract attention. And we want to see them, especially during social distancing. This creates closeness and trust - key aspects in crisis communication and successful sales.
5. Experiment with new formats!
Numerous trade fairs have been cancelled as a result of contact restrictions. However, the content prepared for them has not been lost. Many companies are now using this in virtual trade fairs, online product presentations, webinars or podcasts. Audio and video formats are experiencing an enormous boost. Anyone who gets involved now and gains experience with them is well advised. Anyone who postpones these investments risks being left behind digitally in the battle for leads. Because the competition never sleeps.
Conclusion
Anyone who cuts back on communication now is wasting leads: to competitors who, in times when we have to communicate almost exclusively digitally, can be found on Google, post good stories on Instagram, send out a newsletter with added value, create helpful content or invite people to informative webinars. So get your head out of the sand and get in touch again!