Anyone who participates in the market knows that there’s always a solution to different trends and disruptions. However, the sudden COVID-19 outbreak has resulted in business owners stepping into uncharted territory. B2B marketers can either make up an excellent strategy that will eventually surpass the pandemic or fall victim to circumstances that may finish their careers.
In a 2010 article released by Harvard Business Review, they interviewed and surveyed a total of 4,700 companies affected by recessions in the past. The results showed that only 9% were able to rise and do better than their competitors. On the other hand, 17% did not survive, and 80% could not regain their status years after the recession.
Now that everyone is starting to live through the pandemic, B2B companies now have to decide how they will go about the market’s struggles and challenges. Events, meetings, festivals, and many more have gotten canceled until further notice, and its impact is the most significant up to date.
B2B companies can start small but significant steps to slowly work their way up and improve their game despite the situation. Language is everything in the world of marketing. How a company presents themselves and their cause is a deal-breaker that many don’t understand enough to do correctly.
According to Alex Rynne, a Senior Content Marketing Manager for LinkedIn, strategies should change according to current events. Companies should not be afraid to revise and reroute initial plans to remain in the spotlight and keep the objectives reachable. Instead of focusing on the losses, everyone should start building a program from scratch and getting the target that they needed.
While budgets are slowly decreasing and there is a noted decline in revenue, B2B companies who can manage to have advertisements should still do so, given that the message is clear, concise, and relevant. It’s always a step further compared to other companies that don’t advertise at all.
A business owner who wants to remain relevant should take the necessary measures to survive in the field, and that only happens when they learn to adapt. Start by hosting webinars or online events, focus on SEO for your website, talk about relevant and current issues, create videos that are easy to watch, and continuously interact with your audience through social media.
Amid the pandemic, B2B companies stand a chance at surviving by learning the art of adapting, whatever happens.