Keith Fowler

Why you need to assess your communications strategy now

As working from home becomes the new norm, people are adopting digital technologies faster than ever before. B2B companies are scrambling to adopt digital solutions so that they don’t get left in the dust.

Companies are now assessing their communications strategies and considering new digital channels. Does this ring true for you? If so, your marketing strategy also needs to change along with your new tech. You need to know more about your prospects and learn even more about their online behaviour so that you can target them with the right content at the right time.

Most importantly, your sales and marketing teams will need to work ever more closely to develop relevant strategies that deliver tangible value. Virtual events, long-form content, and social media platforms – they’re all crucial to your success.

Virtual events need to provide value and incentive

Events – remember those? Industry events and meet and greets used to be a popular way to connect with prospects, providing value and building/strengthening relationships and brand loyalty. Attendees become lifelong customers, and even brand ambassadors. But while the ‘in-person’ aspect of events is a thing of the past, for now, virtual events can fill the gap.

Virtual events can be the perfect time to launch new products, facilitate discussions, and announce important news. But not so fast. Nothing is worse than a pointless online event. For your event to be successful, you need to grab your participants’ attention and provide them with value. Without the lure of drinks and chat, why should your B2B clients take time out of their day to log on to your event?

Offer exclusive insight, additional bonuses, and discounts in exchange for attendance.

Tailor your digital communication strategy to your audience

Today, it’s about so much more than the right language and tone – you have to make sure that you’re on the right social media platforms and sites to begin with. Does your target B2B audience respond best to LinkedIn ads, email marketing, direct mail, phone calls, or something completely unique to your industry?

Providing a range of content can help you reach your target audience and generate interest in your offering. Your marketing team has to be more prepared and do more research than ever before.

High-quality content remains king

As always, marketing and sales have to work together in a symbiotic relationship. Marketing generates buzz and demand, and sales qualifies the leads, closes them, and asks for referrals and repeat business.

The best way to generate buzz is with strong and useful content, both long-form and short-form. Your marketing team needs to focus on creating a library of valuable content, which the sales team can then use to engage and close prospects, and add value to the entire process. Excellent content also helps position your company as a thought leader in your field. Your marketing team needs to understand your sales team’s journey, and your sales team needs to feed back to marketing to let them know what works best.

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