More than six months into 2020, we're well past asking the question: When will the pandemic-induced disruption end?
Now, it's about taking advantage of the adaptive agility COVID-19 has incited.
For B2B companies that serve ecomm and retail, we’ve witnessed opportunities in tactical excellence and strategic thinking that can open minds to some low-hanging fruit.
3 Opportunities for Tapping Into Digital
Operating in a digital world isn’t new. But, for many companies it’s been accelerated. As my co-presenter Yuri Ishkahov stated in a webinar 
sponsored by the Accessories Council, "We're getting a preview of what the future was supposed to look like. The world needs to recognize that digital is the way to go. Digital experiences need as much attention as retail once [did]."
Another important thing to keep in mind is that digital isn’t just one, uniform strategy. Looking at digital across the board is key for identifying and optimizing varying opportunities--especially as digital consumption has increased even more over the last few months.
Here are three “buckets” of digital marketing to consider when building out B2B strategies in the second half of 2020.
1) Are you optimizing your social media channels for shopping?
- Is social media activity tagged as shoppable? Remember, it’s not just a social site--it’s a purchasing tool.
- Are you using tools that help small teams with large product lines move products through social platforms? (e.g. curalate)
- Are you active on the same platforms as your customers?
- Are you present on B2B platforms (LinkedIn)? In some cases, sponsored LinkedIn content can help you better reach your target audience.
2) Are you fully investing in your analytics? Especially in these times, it’s the best research you can perform.
- How often are you actually looking at your analytics?
- Do you know what channels are performing best—and among whom?
- What proactive approaches are you taking to drive traffic to your website?
- Have you evaluated revenue from organic social versus paid programs?
- Are you focused on shifts in B2C activity to help your retailers?
3) Are you helping retailers pivot quickly in this environment? What are the additional online marketing services you can offer? Such as…
- template ecomm marketing programs your retailers can adapt quickly
- affiliate/co-branded social media platforms to drive traffic and interest to ecomm sites
- virtual consultations to instruct retailers on the “Marketing 101” of customer acquisition and retention (and obtain a clear understanding of what is/isn’t working for buyers)
- Direct to sign up to appropriate marketplaces
The Savvy Path to Victory
Retailers are hungry--and they’re looking for pre-packaged solutions they can implement now. There’s a place for you at the winner’s podium if you can successfully help your retailers move online, help them implement quickly on social, and if you position yourself as a leader among your B2B audience.
“Retailers are hungry.”
Remember, it’s hard to see the label when you’re inside the jar. Help your retailers see what they are unable to see.
Access the replay of the presentation to the Accessories Council here.
And, for a similar workshop tailored to your organization or industry, contact me.
