2020/21 has presented unprecedented challenges to businesses that need leads to survive. Because of the lack of face-to-face marketing opportunities, B2B companies are having to adopt digital strategies very quickly to keep afloat. This creates a stressful dilemma, you need to invest, but you also need results fast. Easy, hire an agency and pay for ads, right? But driving traffic to your site then exposes other challenges:
- Does your website offer a good customer experience? Your visitors will need to easily request your services.
- Can your site capture data, and is your database in a fit state? Once captured, you will need to process that lead.
- Is your brand messaging, tone of voice and look consistent across all customer touchpoints? Customer experience and clear messaging will increase your conversion rate.
- Do you have a CRM or data platform to manage the inbound leads? Not everyone buys first time, and you might want to go back for a second sale, so keep the data and use it.
Sounds like a lot, and when you are trying to pivot fast, it might seem daunting. Don’t worry, a good agency (ahem, us) will review your whole set up and help you to get to market fast, and then partner with you to develop your marketing investment and drive value for your business.
So, it can be done, done quickly, and with an early return on ad spend that grows over time. So, why should you do it now? Let’s explore some reasons.
3 REASONS TO INVEST IN MARKETING THIS LOCKDOWN
1. ONLINE ENGAGEMENT IS UP
With internet traffic at an all-time high due to government restrictions around leisure activities, ambitious B2B businesses are capitalising on the surge in online traffic. Last year, peak annual internet traffic increased by 44% in Europe compared with 2019. Daily screen time also drastically increased around the world across all demographic groups, and it’s doubtful that this will fall this year, creating a huge opportunity to invest in PPC, share valuable content, and drive more engagement with potential customers on social media.
2. YOU DON’T NEED FACE-TO-FACE MEETINGS TO GET LEADS
Government restrictions have put a halt to most face-to-face marketing activities, forcing companies to evolve and adopt digitally-enabled solutions. Indeed, digital marketing provides a wide range of techniques to generate new business opportunities without having to meet your ideal customer in person.
Here are some ways you can generate leads online:
- Paid search advertising – create ads that display at the top of search page results.
- Content – demonstrate your unique knowledge with valuable content and encourage readers to make an enquiry.
- Email marketing – engage with existing, current, and new customers.
- Live chat – engage website visitors with an automated chat to encourage them to make an enquiry.
3. PREPARE FOR GROWTH
Although it may not feel like it sometimes, national lockdowns won’t last forever. Economies around the world will inevitably bounce back from this economic slump, with policymakers anticipating a fast recovery in the UK. Investing more time and money into your marketing, you should develop a detailed marketing plan to capitalise on the forecasted economic growth.
This in-depth strategic planning will involve:
- Identifying areas of the business to grow
- Refining your target audience
- Setting rigid budgets for the future
- Creating marketing campaigns
- Developing departmental goals and KPIs
- Implementing new marketing tools
- Allocating resources needed to facilitate growth
Preparing your business for growth during lockdown will ensure that you spend your budget wisely when restrictions are lifted and achieve the best results. Having a detailed marketing plan in place will also ensure that you have the infrastructure needed to sustain this growth.
PARTNER WITH US AND END THE YEAR ON A HIGH
We see this period as an opportunity for growth and will partner with you to understand your brand, products, customers, and goals, and develop effective and affordable marketing campaigns to help you drive growth during these challenging times. If you’re interested in learning more, please contact us.