Pandemic-proofing your B2B business

Media Relations Agency has been helping our many B2B clients navigate through this pandemic by using smart marketing tactics. So, when the B2B platform experts at OroInc asked us for advice to help others survive this crisis, we were happy to oblige. As the editors pointed out, there are lessons to be learned because even the most prepared businesses could not plan for the fallout that’s taking place.

Digital marketing is a great way to social distance

A large percentage of our B2B clients had been set to exhibit at expos and tradeshows. When those were cancelled, it was a big setback. But, as Lonny pointed out in this article, “The lack of expos and tradeshows may reduce your networking opportunities, but with digital marketing at least your competitors aren’t standing right beside you.”

So, we’ve gotten creative. We’re collaborating with our clients to cultivate new opportunities through personalized email marketing, customized sample boxes, digital advertising and participation in digital expos as they are becoming available. Crafting carefully written messages, especially when you were depending on your best salespeople to make face-to-face contact,  often takes more time. Every word counts. But it’s worth it to remind your customers and prospects of why they should buy from you. 

Your industry peers crave positive stories 

With so much negativity in the news, it’s human nature to gravitate toward something more upbeat. Your business customers are no exception. Lonny commented in this article, “As the crisis continues, there’s going to be a market for stories that take people’s minds off their troubles. Instead of worrying about protecting themselves or when toilet paper will be available again, people are seeking out fun, interesting stories as a means of relief.”

Our publicists are reaching out to digital trade media with stories about goods and services that will give consumers a reason to buy and then to repurchase. We’re using digital promotional channels to tell audiences about products that will help businesses save money, make money and stay on trend with their consumer bases.

At Media Relations Agency, we champion independent businesses just as much as we believe in supporting big business. We’ve certainly got clients of all sizes from all over the world. We also believe that integrity and strong work ethics will help businesses prevail. We are eager to help B2B businesses emerge from this pandemic intact and a bit wiser about their marketing.

If you’re interested in discussing how we might guide you through this uncharted marketing environment, use this form or call us at 952-697-5269 to arrange a conversation with one of our marketing strategists.

Written by Robin Kocina

Robin Kocina is a proven marketing industry leader who has been instrumental in growing Media Relations Agency, a top performance-based PR agency, from its inception in 1987 to its current status as a successful integrated marketing agency with international clientele and multi-million dollar revenues. As President, Kocina now concentrates her efforts on the agency’s direction and fiscal growth, as well as new business development in the company’s Minnesota and Florida offices. Kocina’s financial acumen is evidenced by her recognition as a Top Women in Finance Circle of Excellence (Finance & Commerce, 2013) as well as Top Women in Finance (Finance & Commerce, 2010). A highly regarded community leader, Kocina believes strongly in sharing her marketing and leadership skills through community service. She served as chairman of the board for Depart Smart. She also serves on the Leadership Board for the National Federation of Independent Business, and actively involved with the Women’s Presidents Organization. She is a past board member and Chairman of the Board for WomenVenture. Robin is the recipient of numerous honors for her leadership and community involvement: Inductee into the Women Business Owners Hall of Fame (2018); Exceptional Businesswoman Award (2016); Volunteer of the Year (Bloomington Chamber of Commerce, 2010); 25 Women to Watch (Minneapolis/St. Paul Business Journal, 2008); Upsize Lifeline Award (Upsize Magazine, 2008); Standing Ovation Award (Minneapolis/St. Paul Magazine, 2006) and Luminary Award (National Association of Women Business Owners, Minnesota Chapter, 2005).

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