As a B2B, you need to adapt and stay agile in a post-COVID world. Let’s face it—COVID-19 has forever changed the way we do business, and in a post-COVID world, we anticipate that there will be new marketing trends and ideas.
But it’s not all doom and gloom as some believe. There is plenty to look forward to. Here we show you 6 inspiring post-COVID marketing ideas for your B2B. Applied consistently, they will give you a good return on investment and help grow your brand.
1. Return to In-Person Events and Live Events
As the world slowly reopens, people will naturally want to get out and about again. Humans are social creatures, after all, and crave the company of others.
As much as online events have been great and have made connecting easier, people still want to interact in person. It’s safe to say that there will be a mix of live and online events—hybrid events in a post COVID world. When it comes to in-person events and live events, consider participating in the following for your B2B—all prime real estate to showcase your brand:
- Industry events
- Trade shows
- Networking events
- Speaking engagements
- Premium events—air shows, motorsport, etc. where brands promote themselves
- Colleges and higher education-related events
- National holiday events
Pro-tip – search your local state directory to find out which events are happening in your area and see if you can promote your brand.
2. Content Will Be Emperor, Not Just King
In 2021, content is only going to get bigger and better. Every brand on earth has invested in some type of content as they recognize its importance to growing their brand and business.
Back in 1996, Bill Gates coined the phrase “Content is king.” Fast-forward to 2021 and beyond, and we believe content will be emperor.
Content is growing exponentially in the digital age. There is plenty of demand for it. And it’s not going to stop anytime soon. Through content, you can position your brand as a thought leader and influencer in your space, which helps build credibility and trust.
To do this well, you do need to implement a content marketing strategy for your brand. You’ll find that the definition of content just keeps expanding as it now includes many types like:
- Images (are evolving into a form of content)
- Social media posts
- White papers
- And much more
Pro-tip – Mix and match your content to appeal to different consumer tastes and measure its progress regularly.
3. Shift in Brand Messaging
This is all about restabilizing your brand’s existence in the market—making a comeback post-COVID. Even if you’re doing well and haven’t been affected by COVID, you should still invest in reclaiming your brand presence.
In a post-COVID world, brands must be more empathetic and human. Remember, people (even those not directly affected by COVID) have still gone through a major traumatic event on a global scale.
So brands need to step up and show more empathy and understanding towards their customers. If not, they’ll lose out to their competition. Remember, “Your brand is what people say about you when you’re not in the room,” said Amazon CEO Jeff Bezos.
You want people saying great things about your brand in a post COVID world. Implement the following strategies:
- Adjust your brand messaging to be empathetic and caring.
- Go local in your messaging but also global.
- Align your brand with a charity or worthy cause.
- Align yourself with an influencer or celebrity that shows empathy.
- Reinforce your brand’s values and what you stand for.
- Focus on diversity and inclusion.
- Innovate every quarter (come up with something new and exciting) to keep up with change and position your brand in the best possible way.
Pro-tip – Be aware of new social platforms like the invite-only social media app Clubhouse. Another way to promote and establish your brand presence.
4. Return to the Good Old Days with Nostalgia Marketing
Given how fast the rate of change is in the digital age and the trauma that the world has witnessed with COVID, consumers yearn to go back to the good old days. People naturally have an attachment to the days of their youth when the world was less complicated, and change was much slower.
This is where nostalgia marketing comes in handy. As a B2B brand, you can take your customers back to the past with some good old nostalgia marketing. This doesn’t mean that you throw digital out the window and start posting letters to your customers.
Instead, it’s about evoking feelings of nostalgia in your customers through your marketing. Remember, humans are emotional creatures, and feelings are intricately linked to emotions.
Through evoking feelings of nostalgia, your customers will feel more connected to your brand. Bring them back to the good old days with tactics like:
- Infusing your marketing with emotion (emotional marketing).
- Using traditional media like radio, television, and print material.
- Pairing nostalgia with social media.
- Tapping into your brand history if applicable.
- Giving customers good old-fashioned customer service.
Pro-tip – Incorporate some retro movies and television storylines into your marketing.
5. Mobile Marketing
Mobile marketing is going to get bigger and bigger as more audiences turn to their phones to access information. It’s estimated over 80% of website visits come from mobile devices.
This has prompted Google to announce its mobile-first indexing. This means websites are now indexed and ranked first on mobile optimization. Previously they were indexed and ranked first on desktop optimization.
So when it comes to your brand and marketing, you want to invest in mobile marketing. Implement the following strategies:
- Send customers text messages (brand updates, alerts, reminders, etc.). Don’t overdo it, or else you come across as spammy and salesy.
- Tailor an offer to a specific geographic location.
- Send customers (your best ones) a happy birthday via SMS.
Pro-tip – Send your customers a quick 3-4 second survey or questionnaire about your brand via SMS.
6. Virtual Reality (VR) and Augmented Reality (AR)
Marketers realize the massive potential in both virtual reality and augmented reality for brands. These technologies can craft content, messages, and experiences that help engage customers and encourage conversions in new and dynamic ways.
Marketing in a Post COVID world will be driven by newer technologies like VR and AR and the changing wants and needs of customers. Customers want brands to deliver unforgettable experiences that engage them.
Virtual reality and augmented reality allow you to deliver unique experiences through strategies like:
- Storytelling in 2D and 3D content formats
- Incorporating video games in your brand messaging
- Taking your audience on a virtual tour of your company, country, local area, etc.
- Using mobile apps instead of headsets to connect with audiences
Pro-tip – Start thinking of a highly interactive experience to give your audience and write out a script.
Marketing is evolving more than ever to meet the wants and needs of customers. Change is rapid. But if you strategize properly and keep up, you’ll have a thriving brand. Book a time with our marketing experts, who can give you further insider marketing strategies to help grow your B2B brand.