Marketing measures with which you can defy the Corona pandemic

As an industrial company, how do you use your marketing budget now that live events are cancelled? Where can the time you gain perhaps even be used to exploit opportunities?
We have summarised the marketing measures that currently offer the greatest benefit for your company and are really worth your resources!

It is not an easy time for business: the effects of the Corona crisis are already making themselves clearly felt, and their full extent cannot yet be assessed.
As a result, many B2B companies are cutting their marketing budgets. This is hardly surprising: for many industrial companies, trade fairs and other live events are among the most important marketing measures for which a large part of the budget is earmarked. Through the trade fairs and live events, customer loyalty is strengthened, leads are generated and products and services are presented. The company gains visibility, can bring its own brand to life and establish personal contacts. However, since major events are not allowed to take place again until September at the earliest, many of them have been postponed or cancelled completely due to the uncertainty. Another problem is that the budgets planned for the live events cannot be fully spent on other marketing measures: Parts of it were spent on stand design, concepts or other trade fair material - services that have already been provided and thus also paid for.

Social media is still new territory for many B2B companies - new territory that many do not even want to enter. These companies are now realising at the latest what opportunities they are missing out on by adopting this attitude. The Corona pandemic is forcing us to live our private and business lives digitally. Canceled trade fairs, closed businesses, contact bans: Businesses must now work on their online performance to avoid being left out of the picture.
Use this time to position yourself in social media. Before that, of course, you need a strategy that you can maintain in normal operations. You can find out everything about the right social media strategy for your B2B company in this blog article. If the strategy is in place or you are already using social media, all the better: ramp up your activities if you can and make use of the content that you and your colleagues are currently creating. Whitepapers, professional articles, etc. can also be transformed into interesting and informative social media posts!

Another of those topics that are often neglected. There is also a lot you can do yourself in the area of SEO: the Internet offers you numerous possibilities, some of them free of charge, to analyse your site and thus find possible weak points, such as pages with identical content, missing headlines, blank pages, etc. Edit what you can edit. For everything else, it is well worth hiring a specialised agency. They can help you find suitable keywords that will help you beat your competitors on Google, increase your visibility and thus generate more traffic to your site - and much more, of course.

Content formats such as whitepapers and webinars are great for lead generation. By requiring an opt-in form before downloading a white paper and registration to attend a webinar, you can get valuable leads that you can then send further information to in order to convert them into customers. Besides, you provide your target groups with information from which they really benefit and show that they find an appointed business partner in your company.

Even in difficult times, opportunities can be found that will benefit your company in the short and long term. The important thing is not to bury your head in the sand, to get creative and also to open up to new, digital paths: An investment that will still be worthwhile for your company after Corona.