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As the global health crisis gradually loosens its grip on the economy, businesses, small, large and everything in between, are beginning to redouble their marketing efforts and get back on a stable footing.
Over the past few months, companies have been forced to deal with a dramatic change in working conditions, buyer sentiment and consumer engagements, leaving some companies struggling to adapt. In particular, companies with a strong B2B focus have been hit hard as many of their customers are also struggling and prospecting for new customers via in-person events is a thing of the past – for now.
Related: How the global health crisis has affected 3 of Europe’s most promising industries
But all is not dark and catastrophic. Many B2B and B2C companies have managed to weather the storm and emerge stronger on the other side by skillfully changing the way they engage their customer base and generate new business leads. Here are three of the main strategies these companies have used to break the mould.
1. Revise your online presence
Social media advertising is big business. In 2019, marketers spent over $92.9 billion on social media ads, that figure projected to reach $132.2 billion in 2020. As more people work from home than ever before, social media consumption has exploded.
Now, according to data from Statista, 44% of people are spending more time on social media than before the crisis, as social media engagement has skyrocketed in recent months as people flock to social media to interact with their favorite brands.
As platforms like LinkedIn, Twitter, YouTube and Instagram increase in activity, it’s time to review your brand’s online presence and take steps to optimize the types and frequency of content you post. This will typically involve posting more regular content that helps nurture leads and grow your audience, engage with your followers, and keep you up to date with your changing user/subscriber demographics.
Related: Five Ways to Boost Your Startup’s Online Presence
While there’s no getting around the fact that the economy is in a recession, the way you present your brand on social media can heavily influence the amount of traffic your website receives and the number of leads you generate. Surprisingly, only 42% of B2B companies execute a sophisticated content marketing plan, let alone have a documented strategy.
“Performing content will be a major source of leads for B2B brands in 2020. However, content for content’s sake won’t get your brand very far,” says Giovanni Casagrande, who strategically advises dozens of fintech startups on branding issues. . , marketing and scaling.
“The bottom line is that if you want successful content, it’s essential to focus on performance, including traffic, engagement, voice of the customer (VoC) capture, backlinks, online share and conversions. Eighty-three percent of top-performing content marketers use KPIs to measure their content initiatives, while only 30 percent of underperformers do so by comparison,” says Casagrande.
With more people working from home than ever, it’s also essential to release your content earlier in the day as people are working fewer hours. Likewise, spreading positivity and value, as well as gathering information about your audience, are important considerations when ramping up your social media presence.
Related: 4 Ways Entrepreneurs Can Keep Their Businesses Positive During Difficult Times
2. Organize a virtual event
Although most conferences, meetups and networking events have been canceled, networking is still one of the best ways to generate leads. But now that face-to-face meetings and live networking events are banned, it’s time to get creative.
Virtual events stand out as one of the most promising ways to gather B2B leads and help customers see the value your business offers. Webinars, in particular, are rapidly gaining popularity with companies looking to accelerate prospecting, as they can be delivered at low cost using one of the many webinar hosting platforms.
Related: 10 Tips for Creating a Hugely Successful Virtual Event
Webinars are a great opportunity to showcase your brand and products by streaming live content to your viewers. Attendees have the opportunity to dive in and ask questions, while carefully crafted webinars will also include interactive elements, like polls to learn more about what customers like and dislike, and hashtags to generate. social media mentions and chatter.
Discussing the importance of virtual engagements, Daniele Marinelli, founder of for-profit marketing company UShare, has this to say: “Today more than ever, customers need to feel empathetically engaged, and that doesn’t can only be overcome with tools that allow direct meetings, albeit online. Zoom and Webinar are the platforms we use, and they show us that we are able to overcome the limits of social distancing while maintaining a direct contact with people and gaining the trust of customers.
To ensure your webinar is a success, you’ll want to give yourself plenty of time to promote it on your social media, blog, and other outlets to maximize attendance. You can also consider promoting it using an exit intent popup on your website, email signature, paid ads, and other strategies.
Webinars can take a lot of effort to successfully create and launch, but they do wonders for generating great leads with genuine interest in your product. Don’t forget to save it for later and email it to everyone who registered for the event, including those who couldn’t attend the live session.
3. Start retargeting
About 97 percent of people who land on your website don’t end up making a purchase. But that doesn’t mean those potential leads aren’t interested in your product — they just might need more convincing than your average customer. Luckily, there are ways to rekindle those lost opportunities and convert some of those hot leads into hot leads and paying customers.
One of the easiest ways to do this is to use a little-known practice known as retargeting. In short, retargeting is a strategy used to re-engage potential customers who have already engaged with your brand, whether through your website, social media, mobile app, or other means. It works by showing these prospects follow-up ads when they visit other websites and use social media, positioning your ad in their feed.
Related: 4 Proven Strategies for Retargeting Hot Leads
If you have visited a website before and later found advertisements for that website appearing later, you have been retargeted. Retargeting is a deceptively simple practice that can yield great results when done right. It’s also more cost-effective than many marketing strategies because it targets prospects who have already shown an interest in your brand.
Most retargeting campaigns use a snippet of code called a pixel, which you post to your entire website or only to specific sections. This pixel drops a cookie on your viewer’s browser and communicates with your advertising network to later display relevant advertisements to those users, helping to build familiarity, build trust and remind prospects from any layer of the internet. funnel about your brand.
With more people buying and browsing online than ever before, retargeting is a crisis-proof way to reclaim old leads and maximize conversion rates.