We’ve all witnessed how much coronavirus lockdown measures have impacted businesses. The restrictions in production, logistics and everyday operations have caused many markets to slow down or reduce their activity.
Today many B2B sectors are getting back into action. We can cautiously become optimistic again and see how markets recover and businesses restart production. We know it will take time. Several industries will need to find a new rhythm, and we will need to figure out how to responsibly work with the restrictions aimed at protecting one another’s health. The ‘new normal’ as it is called.
In this climate, to successfully grow your brand awareness will present new challenges. Your communication needs to spark attention, possess ‘news value’, and trigger your audience to get in contact with you. As B2B communication experts we want to encourage your stakeholders' desire to find out more, and we have set up a campaign to help you adapt, create and connect. We are releasing a series of 3 blogs, each highlighting the stages of a communication campaign.
ADAPT – Communication campaign strategy
A strong campaign strategy is built on a good understanding of your audience. Your B2B clients and leads are a cluster of people with different backgrounds and interests, in other words a mix of buyer personas, and your first step will be to identify what personas your buyers are.
Once these are defined, you can move on to the next steps: Generating tailored content and mapping out which communication channels and practices to use. You want to grab the attention of your target audience and install a strong call to action.
How can you best achieve your campaign goals? After you have defined what they are, the best place to start is an effective inbound marketing tool.
The number of businesses using inbound marketing systems is on the rise. In the international B2B communication study we ran in early 2019, more than half of B2B professionals reported that they were already working with inbound marketing tools. We can expect this number to increase in 2020.
A campaign tailored to your business needs combined with an inbound marketing tool like Hubspot will have a big impact on your communication goals and will boost your brand awareness. It will nurture your inbound marketing activity by connecting your efforts to the leads your are gathering and to your sales results.
Being able to report on this direct correlation can be nothing short of a game changer.
Measuring success with KPIs
You've probably heard this before, but it's always a good reminder: Strong KPIs are SMART: Specific, Measurable, Attainable, Relevant, and Time-Bound. They can only be SMART if from its early conception, your campaign has a clear strategy. Only once you have defined your campaign's objectives will you be able to select your KPIs . One of the benefits of using digital channels is the relative ease of measuring the impact of a campaign. With SMART KPIs you'll be able to see and share with your team the Return On Investment your communication campaign has delivered.