How do we acquire new customers if we will probably only be able to address them in the real world to a limited extent in the coming months? How can digital channels support us here? What will my sales process look like during and after Covid-19?
Even if the coronavirus measures have already been relaxed again, it is still not easy to approach potential customers in the real world. Many are still working from home or still prefer to discuss issues via video conference rather than in person. There are currently no business events, or if there are, they are limited to a small number of participants. It is also not yet foreseeable when sports events with spectators will be possible again. However, it is precisely these contact points in the real world that have been used to date for networking and customer care - and of course lead generation.
In terms of your marketing, this means that it is more important than ever to manage digital channels proactively, intelligently and effectively. It is no longer enough to be present and reasonably "fit" when it comes to online marketing. Today, B2B SMEs have extremely exciting, efficient options that can be implemented at short notice. After all, digital market cultivation across all channels can not only boost your sales process, but also replace the laborious and resource-intensive pre-sales part. And this is actually quite easy to achieve if you know how to do it.
In the digital world, there are two primary goals:
As a rule, your target group's search for relevant information starts on Google. The goal must therefore be for you to be found. This requires the right keywords on the one hand and various technical and content optimizations around your website on the other. You will meet your targeted leads on social media. For this to work, it is essential that you know which channels they use and what the relevant "microtargeting" criteria are for this target group. How do you find this out? By describing your target group in more detail in the form of personas, knowing the decision-making process of each persona and knowing how and where they are online.
From personas to the digital playbook
In order to define these indispensable basics - i.e. both the personas with their phase-specific needs and the keywords - it is important to proceed in a structured and focused manner. We work with our clients to develop all these essential basics in just one full-day workshop. We then develop a "digital playbook" for you - comparable to a Betty Bossi recipe book for digital channels. Based on your individual "Digital Playbook", you now know which content is relevant for which target group in which phase of the buyer's journey on which channel and when, where and how advertising (ads) on social media, for example, makes sense. You now also know which keywords you need to use to optimize your website for Google searches and which newsletter strategy is best suited to working with existing customers. Why is this important for you as a B2B SME? This is the only way you can be sure that you are using your marketing funds in the most effective way and are targeting your potential customers.
Measurability for sustainable success
Once your playbook has been developed and your keywords defined, nothing stands in the way of your effective digital marketing. The best thing about it: with digital marketing, everything can be tracked, measured and analyzed. So the plan is: plan, do, measure, learn, adapt - on an ongoing basis. Which key figures are suitable for analysis in each individual case depends on your strategic goals. Today, every defined marketing measure must include quantifiable objectives. Therefore, you must first define the goals that you want to achieve with your marketing measures. Based on this, all activities are continuously reviewed and optimized in an agile manner. In this way, you can be sure that your marketing funds are being used where they will have the greatest impact.
The first steps
Transform your marketing strategy into the digital age together with our marketing specialists! Regardless of where your company is in the digitalization process - we have the right solution and will accompany you on the path to "success driven marketing".
Onboarding workshop and digital playbook
Create the basis for measurable marketing with our onboarding workshop and your personal digital playbook.
Social media training for sales and sales teams
Traditional marketing measures in the "offline world" have been largely impossible in recent weeks, which has severely hampered the sales process - especially the generation of new leads and customer support. To counteract this, it is now more important than ever that sales employees know how to use the right social media channels proactively, intelligently and effectively.
With our social media training for sales teams, your employees have extremely exciting, efficient and immediately implementable options for operating on social media.
Your own online shop within 48 hours
The coronavirus crisis acted as a booster for online retail in the spring months of 2020, with sales figures rising rapidly. Even if one easing step after another follows and there are already almost no limits to offline shopping, the new shopping behavior will prevail among many of your customers. Experts even assume that professional and private shopping habits will change permanently and that online purchases will remain at a high level as a result. So if you don't yet have an online store, now is exactly the right time. With an online store, you can offer your customers an optimized and convenient shopping experience and support your sales force in sales at the same time.
If not now, then when: a new website
Attract and inspire new customers digitally - webBOX makes online marketing accessible and affordable for SMEs. The advantages of the webBOX solution are hard to beat: from a well thought-out user guidance concept to an individualized design and search engine optimization to the highest security standards - all this and much more is included with webBOX. And the best thing about it: WebBOX is available at a fixed price.
Are you digitally fit, but want to improve your findability on Google?
Google is the most important and largest search engine in Switzerland with a market share of more than 95%. Today, very few users access a company's website directly by entering a domain, but almost always via a Google query. Visibility on Google is therefore fundamental to drawing customers' attention to your company, your offer and your products. The aim must be to improve the ranking of your own website through the right search engine optimization measures so that you always achieve a top 10 position on the first page of Google for the strategically relevant keywords as a minimum. Improve the visibility of your website on Google sustainably with us!
Are your leads finding you on Google?