Let’s face it: Business development looks quite a bit different right now — especially when it comes to in-person meetings, conferences, and other high-touch events. Even in “normal” times, it can be difficult to get lots of customers together in the same place for some one-on-one interaction.
So how can organizations keep their business development and marketing going in our current climate? We can tell you from experience that it isn’t easy. It takes shifting your strategy, planning around obstacles, committing to the work, and thinking creatively. The good news: If you focus on what you can control now, you may find your business can reap the benefits later.
Here are a few things you can do to stay in touch (from a safe distance, of course):
Schedule a Zoom coffee with a customer or prospect — and send them a gift card to their local coffee shop beforehand. If you’re used to hosting intimate events like wine tastings or cooking classes, why not move them online? Send out tangible, branded elements like custom invitations, themed door prizes, food packaging, or other favors to make the experience memorable.
Step up email campaigns and e-newsletters to let your community know you’re still going strong and there to serve them.
Perhaps the simplest and most effective way to connect with prospects and clients is through social media. Start a conversation on LinkedIn and respond to the comments. Conduct a poll on Facebook or Twitter. Post some pics on Instagram and invite followers behind the scenes. You can host a live Q&A — or even an AMA (ask me anything).
Podcasts, virtual panel discussions, or webinars are good alternatives to conferences and trade shows — and they’re great ways to showcase your expertise.
Check in with your valued clients and just find out how they’re doing. Take the time to listen, and then ask how you can help them navigate the current reality.
Manage your company’s online reviews and ask new customers to leave their comments. Let them know how much you appreciate their feedback and their business. Share the reviews on your website and across your social media.
We’re all spending more time online. Pay-per-click (PPC) advertising and other social media marketing tactics offer instant exposure and sales opportunities among current customers and prospects alike.
At minimum, your BizDev and marketing teams can use downtime to take care of things that have been moved to the back burner. Take a step back and review your communications. Are you still speaking to what your clients care about? Consider refreshing your website, social media bios, and sales support materials to support any tweaks to the message.
While some of these ideas require little more than sweat equity, others may mean digging deep and investing in the future. The MasonBaronet team excels at helping businesses out-think — not outspend — their competition. With strategic thinking and clever execution, we can help maximize your marketing and business development.