It’s no secret that the economy is in bad shape and it’s proving to be an enormous challenge for businesses of all sizes. B2B marketers are especially having a tough time with slashed marketing budgets. With an increasingly smaller budget, leads have become harder to come by and take much longer to close.
While there’s no one cure-all that will get our B2B marketing back to performance levels when times were good, experts have been sharing a wealth of information on how to lessen the impact of a bad economy on your business. Here’s some of the best B2B marketing advice we’ve come across lately:
Keep email alive. Don’t send email marketing to the chopping block, even when budgets are tight, according to Marketing Sherpa. Companies that invest in email and see it as a good tool have the highest open, click and conversion rates.
Evaluate your strategy and fix what’s wrong. Those at B2B Web Strategy advise marketers to do something “fairly uncommon” right now and take a critical analysis of your marketing program and fix deficiencies that may have been ignored during financially prosperous times.
Speak simply, clearly. Remember to keep speaking the customer’s language and avoid jargon in your marketing pieces. Don’t ruin a profitable business deal by confusing and irritating customers with inappropriate jargon.
Gather the most information quickly. Get quality feedback from website visitors with quick and easy to fill out forms. Research shows that the faster someone can fill out an online form, the more information they’re willing to share.
Promote your business with Facebook and other social networking sites. Using social networking sites is one of the best ways to get your company name out there. Most sites are free, easy to use and can generate hundreds of leads through viral promotion.
Whether at work or home, we’re all aware that times are tough. Now is the time to take a look at every piece to our marketing puzzle and ask: Is each piece pulling its own weight? What could help our programs run more efficiently?