TABLE OF CONTENTS
A year without fairs. Now what?
A local event = the work plan you need
A national event = website optimization and conversion improvement
A national fair = Adaptation of the sales team
An international fair = Global digitalization of marketing and sales
Obviously, we, who are dedicated to promoting industrial businesses through Inbound Marketing , are going to have a totally digital approach. Just two months ago, we could propose a marketing and sales digitalization project as an alternative to the traditional way of doing things. Perhaps a more efficient, more profitable and more scalable alternative; but an alternative in the end. And a company could choose between evolving its business acquisition or continuing to do things the same way. But today, the circumstances have been reduced.
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What actions does your marketing strategy include?
1. A year without fairs: What now?
With virtually all trade fairs and business events cancelled until at least after the summer, many companies are left without their main channel for connecting with potential customers. It is true that things have started to change and more and more industrial companies are including digital actions in their marketing strategy, but as revealed by the III Study on Industrial Marketing and Sales , they were still one of the actions that took up the largest budget. In fact, they were considered the most effective from the point of view of sales teams, who continue to see these sources, along with telephone calls, as their main source of contact acquisition.
It is normal that, faced with this situation, many companies are panicking. To the already serious problems of logistics, the contraction of demand and the risk to the health of workers, is added the disappearance of their main channel for attracting new business. In the industrial sector, despite the fact that their weight has been reduced over the last few years, face-to-face england whatsapp numberevents continue to take up not only a large part of the marketing budget but also a good part of the hopes of sales teams to get new clients.
And yet, all is not lost. Fortunately, we are in a situation of technological development in which even a serious disruption to our daily lives such as lockdowns does not have to mean a complete halt to the day-to-day operations of companies. Especially in departments focused on generating new contacts and acquiring clients. Why? Because we have the possibility of creating a completely digital channel to develop more business.
2. A local event = The work plan you need
Even if it is only because circumstances force us to, it is the ideal time to evolve. It is true that we are not in a time of experiments or large outlays, but it is also true that starting to digitalize the business area does not require large investments. In fact, with the budget for fairs and events that cannot be used this year, we can achieve short-term results by developing an online acquisition channel.
The key is not to rush. Perhaps the most common mistake a company can make when it comes to achieving results via the Internet, because they cannot be achieved in any other way at the moment, is to launch into developing actions without a solid project. The key to achieving a return on investment in just a few weeks is to design a modular work plan with actions focused on business results.
