The challenges brought about by COVID-19 are multi-faceted and permeate the lives of B2B marketers on many levels, yet they also thankfully present new opportunities.
Remote work and online business communications are two of the major benefits modern B2B marketers can take advantage of now thanks to the technological advances the Internet and its 50-plus year history has made possible.
As a remote worker for the past 13 of my 36 years working in online communications, I’ll offer up a selection of tips to keep in mind as we all adjust to the numerous business changes brought about by COVID-19.
We’ll also look at how the present situation affects the issues of brand purpose and trust, resources and tools for newly-minted remote workers, social media best-practices during challenging times, and how we can learn from the challenges.
Our CEO Lee Odden recently asked “Should COVID-19 Stop B2B Marketers From Marketing?” — looking at new challenges and opportunities to be even more relevant and useful for clients, while also being responsible to the health and safety of employees, customers and community.
Let’s dig in and look at five ways B2B marketers can embrace remote communication opportunities to reach new heights.
1 — Cultivate Greater Brand Purpose & Build More Trust
Survey data has over the past several years 工作职能邮件数据库 increasingly shown that consumers in both B2B and B2C are placing more importance than ever on brand purpose and the trust that successful businesses cultivate.
A recent Association of National Advertisers (ANA) survey showed that 82 percent of B2B executives see companies with purpose having more success than those without.
Taking A Stand Image
Brand purpose and trust are both simultaneously in play for B2B marketers during this time of COVID-19 changes, and a number of publications have recently released helpful guides to brand social media activity for sensitive times.
RivalIQ’s “The Impact of Coronavirus on Social Media Engagement for Brands” provides information on how the COVID-19 situation has affected social media engagement rates, and Social Fresh’s “How To Adjust Your Social Media Marketing During Coronavirus, “ explores the delicate balance brands need to keep with their social media campaigns during the present health concerns.
Building brand trust for B2B marketers is a subject we’ve explored in several articles, including:
Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing
SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence
Trust Begins Within: The Vital Importance of Building Internal Trust in Marketing
Trust Factors: Why Your Brand Should Take a Stand with Its Marketing Strategy
TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers
The B2B Marketing Funnel is Dead: Say Hello to the Trust Funnel
Trust Fractures: How to Avoid Accidentally Eroding Your Brand’s Credibility
Trust Factors: The (In)Credible Impact of B2B Influencer Marketing
Tip of the Iceberg: A Story of Trust in Marketing as Told by Statistics
“The best thing marketers can do is be as sensitive as possible to the current health crisis when creating any social media posts or strategy.” @BlairFeehanCLICK TO TWEET
2 — Use Powerful & Abundant Remote Collaboration Tools
Powerful online collaboration platforms such as those offered by our clients Slack and Monday.com provide the type of robust remote communication that has seen dramatically-increased use since the rise in awareness brought about by COVID-19.
Slack has put together a collection of resources for people using its online collaboration platform for remote work, including “The Manager’s Manual for Remote Work,” “Distance Learning Thrives in Slack,” and “Slack on Slack: Adapting the Way we Work When Offices Need to Close,” each offering helpful insight both for the Slack community and anyone looking to do the best work they can remotely.
Monday.com has used the present COVID-19 situation to increase its integration with the popular Zoom online meeting service, and has also brought together its own selection of helpful remote work tools in “5 Tools You Need to Become Remote-Work-Ready.” As we have also done at TopRank Marketing, Monday.com has its team now temporarily working remotely.