Which B2B marketing channels are corona-proof

How do you get new customers in this changed situation? What worked in the past may no longer work today. Some companies even speak of “50% fewer new B2B leads”.

NO LEADS? DO NOT PANIC!

Fortunately, in times of social distancing, there are various tools that can still be used effectively and ensure higher returns. The table below provides an overview of the marketing channels that will work well at this time and the channels that are ineffective or unavailable in the current situation. 

MARKETING CHANNELSCORONA PROOF DESCRIPTION

Networking and PR events: not corona proof

There is currently a stop at meetings where expanding your professional network is central. This does not appear to be changing immediately.

SEO and content marketing: corona proof

Content matters more than ever. There is a great demand for correct, relevant information. Continue to feed your community with interesting content and increase engagement.

Direct mailing: semi-corona proof

Direct mailings are an ideal way to approach (potential) customers in an original way. However, many companies are currently working at half capacity or deliberately focusing on working from home, which means that the power of this medium cannot currently be fully utilized.

Google and Facebook ads: corona proof

fewer social contacts means more digital connection. Respond to this with a strong online presence. Make sure your company/product is “seen” on major channels such as Google and Facebook/Instagram and set up clickable advertisements. Think broader than Google and Facebook: hello Bing, Amazon, LindedIn, TikTok!

Mailings: corona proof

An email remains one of the most powerful and direct online communications, especially for B2B purposes. The ability to identify and engage new potential customers is and remains unparalleled.

Radio: semi-corona proof

Radio campaigns can suffer from changing social circumstances and fewer office listeners. Yet there are certainly opportunities for unique and original ideas.

Social media: corona proof

There was choice here, but not always profitable. Share your content in a fresh way via Facebook, Instagram, LinkedIn, Twitter, TikTok, YouTube. For B2B, we prefer LinkedIn: easily reach the right people and expand your target group(s) for free.

Telesales: not corona proof

In addition to the fact that working from home is still the norm, many call centers are currently working at half capacity. Moreover, an “unsolicited” phone call is not really considered desirable. 

Trade fairs, workshops and seminars; not corona proof

The stock exchange sector has been at a standstill for months and here too, there does not seem to be any immediate relaxation of the measures in sight. In the meantime, experiments were being done with digital alternatives, although without much success. 

Webinars: corona proof

Organizing a webinar takes time and energy, but it can also be very effective in getting to know and convincing (potential) customers. Especially now that teleworking is considered normal. Tip: choose a relevant/trendy topic.

Website: corona proof

Your website becomes the central point of your marketing efforts even more than before. This is the time to critically question your website and – if necessary – completely fine-tune it.

NEVER WASTE A GOOD CRISIS

Never waste a good crisis 

This crisis poses unprecedented challenges. With the right marketing tools, you are armed to transform your limitations into a unique competitive advantage. Use your marketing budget wisely and make the switch. Take up the challenge and discover how you can generate more leads through smart interventions during this period.

Curious which tools are ideal for your company? Would you like to be guided in this by a partner who generates corona-proof B2B leads for several of our customers?