Like the majority of B2B organizations in the current climate, it’s likely that you and your team are adjusting to working from home. It’s safe to say that remote working presents some challenges — for example, teamwork, collaboration and time management may become a little more difficult while we all work ‘together apart’. But, it also presents some key benefits and advantages. In fact, 77% of remote employees report being more productive and 23% say they work longer hours than they would on-site, according to CoSo Cloud. While that’s great news for your own teams, it’s also great insight to help you better understand your leads, potential customers and existing clients. While they find themselves spending more time online — that’s exactly where you should be investing your time, budget and resources.
Your B2B marketing strategy
If you haven’t already got a robust digital marketing plan in place, loaded with a mix of engaging online marketing tactics, you’re already lightyears behind your competitors. Not to mention a digital approach provides huge value, no matter where you and your team are working. According to OptinMonster, email marketing has a 4,400% ROI; almost three quarters of online marketers say content creation is their most effective SEO tactic according to IsItWP, and McKinsey and Company discovered that there are more than 1.5 billion social media users worldwide. With the potential of a global reach, strong personalization and targeting options, the ability to measure results effectively and a great ROI if executed well — what’s not to love? No matter what your goals are, as we evolve to an entirely online way of working, digital marketing has never been more important.
Going digital: events, direct mail and traditional advertising
According to CoSo Cloud, email, instant messaging and video chat are the primary methods of communication used by remote workers. Use this knowledge to get in front of your target audience and key decision-makers. Transform your usual direct mail campaigns into email marketing pieces — whether that’s a link to a relevant video, an engaging piece of content, or a creative, personalized campaign that adds value to their business, industry or job role. Replace traditional print adverts with highly-targeted Pay-Per-Click (PPC) campaigns, and invest some of your event marketing budget into creating webinars or posting live videos on social media. According to OptinMonster, up to 40% of webinar attendees become leads. Now is a better time than ever to prove to your target accounts that you’re the right vendor to work with, so think of a creative way to showcase your solution online.
New tricks: influencer marketing, employee advocacy, social selling
In the absence of traditional tactics, it’s time to try something new. Remember, if you’re always doing the same things and running similar campaigns, it’s unlikely you’ll see improved results. Try building relationships with relevant online influencers to help you reach new people, grow your presence among their audience, and get more traffic to your site. Encourage employee advocacy by implementing a strategy that positions your team as industry leaders, sharing thought-provoking content on relevant platforms, and showcasing the benefits of your brand and products. Give social selling a try — shaking up the traditional approach to outbound lead generation, helping create a seamless customer journey through marketing and sales, and increasing your brand’s online presence.
Embracing tech to supercharge your strategy
In trying times, the right technology has the power to transform your marketing results and, in turn, your business. So, ensure you design a marketing technology stack to support your organization’s needs while you and your team are working from home. From web chat and video conference technology to help you stay in touch, to innovative lead generation software to revolutionize your website, there is a software that can support your organization. Remember, for your business to grow and succeed, lead generation needs to be ongoing. In the absence of face-to-face meetings, your brand needs to work even harder to get ahead. Prioritize your website, discover new approaches, weave effective lead generation tactics throughout your strategy, and embrace the tools you need to support you every step of the way.
Lead Forensics is an innovative reverse IP tracking technology that can revolutionize your business — no matter where you and your team are working. It works by recognizing the businesses visiting your website as they land and notifying users in real-time. You’ll also be provided with accurate contact details of key decision-makers and detailed visitor journeys of the time spent on their site, so your teams have everything they need to reach the right person at just the right time. Maximize the return on your digital marketing investments, turn your website into a hub of engaged leads, and access a world of high-quality website visitor data. Book your FREE Lead Forensics demonstration today to find out more.