As the world works together to stop the spread of COVID-19 those hardest hit are instituting policies that discourage and even restrict people’s movement.
As this trend continues, compounded with the cancellation of more and more conferences and conventions, it’s becoming harder for B2B marketers to reach their target audience through traditional B2B marketing channels like events, business-targeted ads, out of home, and direct mail.
In this radically new environment, B2B CMOs and marketing leaders need to strategize on how they target prospective customers who are now working from home.
AND… how this will affect marketing budgets and media mix?!
Here’s our guide to targeting the prospect working from home.
We trust those who are now working remotely to be just as, if not more, productive than in the office, right? But in this type of environment, it’s also human nature to want to be connected to what’s going on in our world. A great place to do just that has been Facebook & IG!
This, my fellow marketers, is a perfect opportunity to reach them with your message, as long as it’s the RIGHT message!
In leveraging Facebook to reach prospects working from home there are a few things we recommend keeping in mind.
** Pro tip: For good measure be sure to create lookalike audiences against the audience you created from prospect emails.
As a social media platform, Twitter tends to be better geared toward the sharing of information around news and events.
In times where there is a lot going on both locally and nationally a platform like Twitter seems poised to see an uptick in usage, especially amongst those working from home who are eager to know what’s going on.
Here are some recommendations on how to use Twitter to target those prospects working from home.
We don’t generally recommend Nextdoor for B2B marketers but with people working from home and potentially looking for more up to date local information Nextdoor could end up with higher usage levels for those working from home. But keep in mind that NextDoor isn’t really set up for B2B marketers and has extremely high minimums for enterprise-level brand marketers.
Video may not be a perfect replacement for the value in-person events brings to the table, but it can at least start to make up for it.
This is a good opportunity to turn the thought leadership your brand planned to exhibit at a conference into YouTube videos and target prospects now working from home.
Here are some things to keep in mind:
Although we don’t see Gmail Display ads widely used amongst B2B marketers, when we have used it we’ve seen great results. A well run Gmail Display campaign has the potential to deliver traffic at extremely efficient rates. Here are some tips for effective Gmail campaigns.
There are a number of OTT and CTV providers out there and the market can get competitive in terms of cost, however, the price is often reasonable when compared to other B2B advertising channels. With more and more people working from home and more than 70% of households streaming their video, much of which is through CTV devices it may become a viable option for reaching audiences. Here are some things to consider should you run OTT/CTV ads.
While 44% of podcast listening happens in a car, at work, public transportation, and while working out; 49% of podcast listening still happens at home. And although so many people working from home are likely to have an impact on these numbers, it is still unclear if that impact will lead to more or less podcast listening. Either way, with so much home listening already happening, podcasts advertising seems likely to be a good way to reach those prospects working from home.
As we consider podcast advertising we generally recommend sponsorships over other ad formats due to the overall efficacy. 78% of podcast listeners report that they don’t mind ads/sponsors because they know they support the podcast while 62% agreed the podcast ad experience made them consider new products and services. Overall sponsorships outperform pre-roll ads in driving purchase intent lift to the tune of 57%.
Outside of premium podcast sponsorships we also recommend considering programmatic audio placements that allow for dynamic ad insertion with display ad-like targeting parameters against business and news placement whitelists. Such whitelists are particularly important in times when people are consuming more news.
Nobody can be certain how long the trend of working from home will last or how this will change work environments in the future, but the need to reach B2B customers in their home has become more important than ever and will likely continue to remain important as working from home becomes far more normalized.
Making this adjustment in marketing budget to new campaigns that target prospects now working from home won’t be an immediate replacement as performance media campaigns require time and energy to develop and optimize. But brands who adjust to this new environment and possible new norm with sustained digital efforts in performance marketing channels are likely to be rewarded handsomely.
They are working around the clock helping our current clients shift and change their strategies right now and preparing them for when our lives go back to normal, whatever that may look like!
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