A great deal of what I read about trends in marketing seems rather remote from the B2B environment in which most of the organisations I deal with operate. However, it always pays to keep in touch with what is going on. Keeping up and, if possible, ahead of the pack is what makes you stand out.
So here are some ideas to think about:
- Direct mail. It sounds passé doesn’t it? However, Hubspot recently reported that response rates have almost doubled from what they were 5 years ago. So don’t forget to consider targeted mailings (and note the emphasis on “targeted”). And whilst we are on the subject of mail, don’t forget how effective targeted email campaigns can be. You can even incorporate into them some of the more sassy marketing trends like video.
- Gifting. A timely thought as Christmas approaches! Gifting is, it would appear, the new way of retaining both clients and employees. If you go down this route, don’t forget to pick up on the eco-trend – sustainable packaging, recycled materials etc.
- Retro. It is not surprising in times of uncertainty for nostalgia to come to the fore. A particularly effective way of riding the trend is using retro illustration in branding. The Gatehouse Chambers website is a good example of this.
- Podcasts. Growth in this market is greater than the growth of the internet in the early 2000s so make sure you are keeping up with the Joneses. Audio recordings are also much easier to produce than video and tend to be an easier sell to lawyers reluctant to see themselves on screen but happy with the sound of their own voices!
- Third party endorsement. This is the B2B version of the influencing that we are all aware of in consumer brands. Generally speaking, people feel something is more credible if it is via a third party. So find those opportunities, for example to publish content in conjunction with other entities (eg publishers and clients).
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