This is the time to be agile.
The business enterprise world is ugly. Things are chaotic at this time, and rightfully so, but you may still find signs of hope. Entrepreneurs and business leaders have to think beyond your box to greatly help their companies navigate these unprecedented times and hopefully to turn out stronger on the other hand.
This is the time to be agile, to be ready to re-evaluate your strategies and change your business models, also to adapt your marketing on the fly. I’m seeing a whole lot of examples at this time of how B2B companies are employing this moment of crisis as a chance to grow by re-positioning their products predicated on current needs.
GUIDELINES for Marketing After and during the Crisis
Below are a few ideas for how your company can adapt your marketing ways of rise to today’s challenges:
An incredible number of American workers have suddenly been mandated to home based. Although some businesses already had good remote work policies and systems set up, a great many other companies are suddenly scrambling to own right tools, platforms, and digital answers to help their people stay productive while working at home. That is a big moment of possibility to adjust your marketing and sales pitches. For instance, in the event that you sell document management solutions, this is the time to emphasize each of the techniques your solution can enable employees to gain access to critical documents from your home.
In the event that you sell cyber-security tools or information security solutions, be sure to are adapting your sales page to speak right to your prospective clients’ concerns about how exactly to keep a fresh remote workforce secure.
In the event that you own an HR consulting firm, make an aggressive marketing push with special deals around helping companies setup HR procedures and processes for owning a remote workforce. Your clients might still need your services, but with a different focus of your expertise.
The Post Crisis World: A Marketer’s Guide
Another creative idea offers a “trial offer” of your product for half a year roughly. During times of uncertainly, some organizations could be less inclined to buy expensive new software or services. But when you can give away usage of your solution, after they start to see the value and things are calmer, these test-run users would likely become paying customers.
Despite the fact that many restaurants and smaller businesses have temporarily closed plus some companies are reducing on spending and investment, that doesn’t imply that the complete economy has ground to prevent. There’s still business going on and a lot of work to be achieved, but a lot of that economic activity is shifting to the areas and verticals. This is also true in the major account B2B space, in which a large amount of business spending is driven by longer-term priorities and yearly budget allocations. Companies are still spending, however they are spending differently.
How Organizations Are Reinventing Themselves
For instance, consider what your prospects have to spend money on at this time. They’re probably more centered on making “defensive” moves to safeguard their systems, people, and infrastructure from disaster: things such as information security, business continuity, burning systems or insuring assets. Some industries and companies are counter-cyclical even in times of crisis. Your prospects may be making some aggressive moves at this time to purchase new technology, hire new talent, or pursue customer acquisition. Don’t assume that “nobody is buying” at this time. They might you need to be taking a couple of weeks to see if this example calms down. It’s true that some companies are scaling back on non-essential spending but others are simply biding their time to capitalize on exactly what will hopefully be considered a fast recovery after the remaining economy re-opens for business.
This is the time to be agile. This crisis may be presenting a complete new group of challenges that your prospects are facing for the very first time, or coping with on a more substantial scale for the very first time. Think critically and strategically in what the brand new pain points are, and ensure that your marketing strategy and sales page will