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5 B2B Marketing Strategies for the New Normal

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Since the pandemic began, businesses of all shapes and sizes have scrambled to adapt to the “new normal.” One aspect of business that workforce changes have greatly impacted is business-to-business (B2B) marketing. With employees working remotely and customers staying home, traditional marketing strategies like billboards and events are no longer as effective. This blog post will discuss some online B2B marketing strategies that are perfect for today’s digitally connected world.

One of the most important things to keep in mind when marketing post-pandemic is that people’s needs have changed. Whereas before, they may have been interested in your product or service, now they may be more concerned with their health and safety. With limited purchasing power, your product or service might not be at the forefront of potential buyers’ minds. As such, it is important to focus your marketing efforts on addressing these concerns. For example, if you sell cleaning products, you could highlight the importance of cleanliness and sanitation in your marketing materials.

1. Utilize Content Marketing

Content marketing is one of the most effective ways to reach your target audience. By creating informative blog posts, eBooks, whitepapers, and infographics, you can provide important information to help your audience understand your product or service’s value to their business. In addition, by optimizing your content for search engines, you can ensure that your target audience will see your content when searching for information related to your industry on Google and other search engines.

Content marketing is an especially effective strategy for B2B companies because it allows you to establish yourself as a thought leader in your industry. By providing quality information, you can build trust with your audience and position yourself as an expert they can rely on. In addition, content marketing can be used to generate leads and drive sales.

If you’re unsure where to start with content marketing, consider hiring a freelance writer or agency to help you get the ball rolling. Once you have some quality content, make sure to promote it through your social media channels and email list.

2. Invest in Paid Online Advertising

Although paid online advertising or paid digital advertising can be expensive, it is a great way to reach a large number of people quickly. When done correctly, paid advertising can be highly targeted and effective. Since many businesses are cutting back on their marketing budgets in the current climate, this presents an opportunity for those willing to invest in paid online advertising. With less competition, you can get your message in front of your target audience more easily.

When planning your paid advertising campaign, choose the right platform for your business. For example, LinkedIn is an excellent choice for B2B marketing.

Once you have selected your platform, create ads relevant to your target audience and offer value. For example, if you sell software that helps businesses manage their finances, you could create an ad that offers a free trial or discount.

Finally, be sure to track the performance of your ads so that you can adjust your strategy as needed.

3. Use Social Media

Social media is a great way to connect with your target audience and build relationships. By engaging with your audience on social media, you can connect with them before, during, and beyond the sale.

In addition to promoting your content, you can use social media to run contests, give away freebies, and offer discounts. These strategies can help you increase brand awareness and drive sales.

Finally, social media is a great way to stay up-to-date on what’s happening in your industry. By following thought leaders and influencers, you can stay on top of trends and ensure that your marketing strategy is relevant.

4. Network Online

Because of the pandemic, many business events and conferences were canceled. However, there are still plenty of opportunities to network online. There are numerous networking groups and forums that you can join to connect with other professionals in your industry.

In addition, LinkedIn is a great platform for networking. You can connect with other professionals, join groups, and participate in discussions. LinkedIn also lets you see who has viewed your profile so that you can reach out to potential customers and partners.

Finally, don’t forget to network with your existing contacts. Stay in touch with your clients and suppliers, and let them know about any new products or services you offer.

5. Focus on Your Existing Customers

In tough economic times, focusing on your existing customers is important. They are the ones who have already shown an interest in your products or services. And by staying with you, they have shown tremendous loyalty to your business.

There are several ways to keep your existing customers engaged and reward them. You can offer loyalty programs, send out surveys, and run promotions. You can also stay in touch with them through email and social media.

By focusing on your existing customers, you can maintain a steady revenue stream during tough economic times. In addition, you can use your existing customers to generate leads. Ask them for referrals, and offer a discount for any new customers that they bring in.

Another way to reach your target audience during the pandemic is to focus on digital channels. With so many people working remotely, they spend more time online than ever. This presents a great opportunity for businesses to reach their target audiences through online channels such as social media, email, and paid advertising.

Finally, it is important to remember that people are feeling a lot of uncertainty and anxiety. As such, your marketing efforts should focus on creating a sense of calm and reassurance. For example, you could highlight the safety measures you have put in place to protect your employees and customers.

The current pandemic has presented many challenges for businesses. However, by focusing on digital channels and existing customers, you can ensure that your marketing strategy is relevant and effective.

About the author


Catherine vanVonno

Catherine vanVonno is the President and CEO of 20four7VA, a trusted remote staffing company. She oversees the overall growth and success of the company, leads the short and long-term strategies, and manages the company's finances. She also directs the management team when it comes to daily operations, brand management and marketing, client relations, strategic planning, and business development areas.