Covid-19 has created unprecedented times, changing everything from how we live and interact to how we do business. Throughout the global pandemic, B2B tech companies have come to reevaluate their business objectives and how they reach customers. Businesses that could adjust their marketing mix to focus on inbound marketing and lead generation stayed afloat while others struggled to stay competitive.

SkyRocket Group is a team of B2B marketing professionals who specialize in inbound marketing, and digital advertising. When the pandemic struck, we helped our customers reevaluate their marketing plans to attract customers and keep new business flowing in. We helped clients stay relevant using four main focus areas:

• Exploring new avenues of contact
• Updating websites and making sure digital marketing was user friendly
• Creating consistent messaging across all platforms
• Providing our best experts, and providing flexibility to our customers’

If you’re curious to learn more about how we helped our clients stay on top of their markets amid the global pandemic, or are looking to reevaluate your own business for the uncertain future, continue reading:

Exploring New Avenues of Contact

One area of focus when reevaluating your marketing plans is to define or redefine your business goals. Ask yourself, “What do I need to stay afloat during the pandemic, and how am I going to do that?” Pre-pandemic many B2B companies relied on face-to-face interactions for networking, often at annual trade shows and exhibitions. Unfortunately, Covid-19 has made it difficult to network and build customer relations in-person. This means that B2B tech companies need to adapt to the times and shift their focus on new channels for communication, such as digital marketing.

Nurturing your online presence will invite customers to engage without having to network in-person. “Adapting may mean opening new channels over web or social media platforms where introductions can be made and relationships fostered.” Social media is an essential tool businesses can leverage to boost business amid Covid-19 and beyond, to equip themselves with modern, tech-savvy methods growing in popularity in the industry. The testimonial below from Star Micronics highlights how SkyRocket was able to shift focus from tradeshows to digital downloads.

Optimize and Update Your Website

Because the pandemic limits in-person contact, businesses have to rely on their website to make sales instead. Every person who comes to your website is a potential customer—that’s why it’s essential to optimize your website and ensure it is user-friendly and visually attractive. Your website is a virtual representation of your business; a website that looks unprofessional, is hard to navigate, or is even broken in some areas can drive away potential customers and damage your reputation.

Your home page is the center-stage of your website and should be eye-catching, informative, and even interactive. You’ll want to ensure that the other pages on your website—such as the checkout page or contact page—are in working order and feature content that is not only accurate but also grammatically correct. Making sure your website content is optimized for SEO will make it possible for customers to find you from search engine results. These are some the details SkyRocket Group focuses on when helping our clients with evaluate or create their website.

Create Consistent Messaging

Since Covid-19 prevents large gatherings, channels related to live events and conferences have nearly disappeared, adding to the list of barriers to face-to-face business. These challenges make it difficult for businesses to communicate their brand and messaging. However, this can still be achieved online. Creating consistent messaging across all platforms is key to improving the user experience and curating better relationships with your audience. Using omnichannel to your advantage will help you create consistent messaging across your social media accounts, blog, website, and other marketing materials.

Invest in the Right Marketing Team

Having the right marketing team to execute your new marketing plans is essential. It’s vital that you choose a marketing team that is well-rounded and can take the challenges of the industry in stride. Selecting a marketing team that understands your business like it’s their own and will put your unique needs at the forefront of their marketing efforts can be difficult. A typical, well-rounded marketing department requires a minimum of 4 hires. A writer, a designer, a web master and usually an admin/strategist. But once you find the right team, your content will generate more leads, and maximize ROI. Do your research and partner with a company that is passionate about the industry and will work with you to help you achieve success.

The pandemic has thrown the entire industry a curveball. But just because face-to-face business is on pause right now doesn’t mean your marketing efforts have to be. By simply adjusting your marketing mix, you can continue to attract new customers and keep business flowing amid Covid-19.

Are you looking to reevaluate your marketing efforts? Contact our team of B2B marketing professionals at SkyRocket Group and kickstart your success today.