b2b inbound marketing agency

Explore B2B Inbound Marketing Advice for the Post-Pandemic World

A B2B inbound marketing agency will tell you that there is an opportunity in every crisis.

While most companies have hit pause or dialed back their marketing budgets, there is merit in being the signal in the noise right now.

Your customers are searching for authentic and meaningful communication from their brands in a time of crisis. Don’t invest foolishly, but continue to invest!

Moreover, in a time of shrinking budgets, inbound marketing can be one of the most efficient methods to attract, engage and nurture leads for your business.

Let’s see how you can make the most of inbound marketing in the post-pandemic world.

A B2B Inbound Marketing Agency’s Advice for the Post Pandemic World

At the heart of the inbound marketing methodology lies the move from a funnel approach to a flywheel cycle. A virtuous cycle that keeps on feeding itself by creating content that attracts, engages and converts your customers and prospects.

Revisit your inbound marketing strategy, most likely you are still working within a framework which is suited for the pre-pandemic boom not the new reality of a post-pandemic world. How do you adapt to this new reality?

We encourage our clients to review their marketing calendar. Does it need to be updated?

In the absence of physical events, start embracing not only webinars but also virtual conferences. Be mindful of the virtual event fatigue your customers are facing and come up with innovative ways to engage them in a conversation with you.

Mine your intent data to find clues about your customer’s purchase activity and how it has changed. Are some types of content and products now more popular than before?

For example, video and collaboration tools might be more interesting to your customers than more general technology purchases.

Invest more in content for the products that are selling the most right now. Check your context and messaging and monitor your customer’s response to your new messaging.

Bring Order to the Chaos With Social Media

During a time of physical distancing and lockdowns, digital communication has come up as the next best option to communicate. People are increasingly going to social media to interact with brands, ask questions or even enquire general information (like their working hours).

Carefully think about the ‘why’ before posting on social media. Your customers do not have the appetite for frivolous posts but they are interested in learning about how you can help them during these unprecedented times.

For key updates, pin those posts on Twitter and Facebook, and Highlights on Instagram. Promote content that is contextual and relevant to your audience. For example, a post about how you plan to serve your customers while they work from home is more important and will help put to rest any fears they may have about your service delivery.

Take the help of a B2B inbound marketing agency to fine-tune your social media strategy during such a complex time.

Email Marketing During a Pandemic

Emails are one of the most impactful tools in the inbound marketing methodology. More emails are being sent now than before, which also increases the noise out there. How do you cut through the noise?

Prioritize empathy and tone sensitivity. Ensure your email messaging is appropriate at this time. Check your automatic mailers. Most of the time they might have information that is no longer relevant in the current situation. Align those messages to what your readers are going through at this moment.

There has never been a better time to personalize at the audience segment level. Each of your target segments is experiencing the pandemic differently and it is important to connect with that. Ask how you can help during this pandemic. Do this by sending out a survey to understand the challenges they are facing and how you can help overcome those.

Most importantly, conquest sales messaging will no longer work. Pivot to a brand-building one that explains how your products and services can help your customers survive during this pandemic. Educate your customers first instead of just pushing your products to them.

Educate, Entertain and Engage With Video

Yes, video is still the king when it comes to the most preferred form of content. But videos don’t just help with awareness. According to Optionmonster, video marketers get 66% more qualified leads per year! This means it is a bonafide lead-generation channel.

You’ll have to tweak your video marketing strategy if you want to stay relevant though. Talk to your customers by creating videos that show that you care. A simple ‘we are there for you’ video can go a long way in building customer loyalty in a time of crisis.

Similarly, a ‘discounted rates/offers’ video can show that you are in sync with the financial problems that your customers are facing.

You are missing out on a huge opportunity if you are still not creating videos. YouTube alone has 2 billion users as of April 2020 making it the second most used social media platform. There is a huge opportunity cost if you choose not to leverage the reach that video channels have to offer.

As a final note, due to the dynamic and fluid nature of the current situation, marketers need to keep tabs on how customers are responding in real-time. This is not ‘business as usual’, but it also not the time to hit pause on your marketing. If anything, be smart about your investments in the right channels, people and resources.