Much has changed since the outbreak of the Coronavirus. B2B online affiliate marketing also needs to rethink its strategy. As absurd as it may seem, now it’s B2B companies’ time to focus even more on their affiliate marketing strategies. 

And change them.

Because now it is particularly important to be prepared not only during the crisis but also for the time afterward. We asked seven of our departments what can be done now.

  • B2B companies have to change their affiliate marketing strategies
  • A lot can be achieved with B2B online marketing even in a crisis
  • Ideal for this: Measures from lead generation to content optimization
  • Newly conceived online affiliate marketing measures now offer the potential for B2Bs

Use lead generation strategically now.

Lead generation is even more important in times of economic downturn. Anyone who now reduces affiliate marketing costs and thus loses leads risks a leak in the so-called sales funnel during economic recovery and upswing.

Demand is currently (temporarily) decreasing in various B2B sectors. However, it is postponed to a later date. And then it is important to have enough leads for sales. 

Even after the crisis, companies should be present in the minds of buyers, influencers, and decision-makers.

Lead generation is one of the most important measures for B2B companies and is considered a decisive metric. But it’s not just about gaining contact details from potential corporate customers. 

Typically b2b buyers ask potential suppliers to

Establishing and maintaining new customers is just as important.

Reminder advertising for brand maintenance and lead generation is, therefore, the order of the day. Used strategically, lead generation via various online channels has a short, medium, and long-term effect. The following measures are particularly suitable for this: Search engine optimization (SEO), Google Ads (SEA), social media, website optimization, email marketing, and content optimization.

Be found with SEO despite the crisis.

Inevitably, life is currently almost exclusively online. This applies to private life, but also to everyday work. Customers and interests also move on online channels in the B2B sector. To be found quickly and easily via search engines is currently indispensable. Now is the best time to look at and optimize previous SEO measures.

The website should be optimized for search engines, both technically and in terms of content. Because such SEO measures largely determine the ranking on the results pages. This is the only way to move into the focus of users and to assert oneself against competitors.

More and more users will get used to this digital restructuring, albeit by necessity. Presumably, the use of online channels will continue to increase even after the crisis. Many dealers and companies also recognize this. Therefore, you should act now and use this crisis as an opportunity not to lose your digital connection in the post-Corona period.

Google Ads ensure visibility.

Reduced budgets also affect Google Ads’ actions. In the PPC channels, it is clearly obvious what to do first: Lower the budget and wait until the corona issue levels off. What sounds sensible at first has no lasting effect. Simply reducing the budget will not produce long-term positive results. It makes more sense to readjust the Google Ads strategy. 

The focus is now even more than usual on the visibility of your company. Because it is especially important in times of crisis for customers to know that a company is available to them.

This can be achieved with simple adjustments to Google Ads. For example, with a redesigned banner in the display network or a reformulated ad text in the search network. For example, formulations like these are helpful: “Despite working from home, we are always available for you” or “We are there for you even in difficult times.” This creates trust and security, informs, and promotes a positive corporate image.

Social media acts as a direct line to the target group.

The Corona crisis is helping social media channels, in particular, to soar to new heights. In times of exit restrictions and home offices, social media is ideal for the outside world. Are there also suitable opportunities and possibilities for B2B companies?

The answer is: absolutely. Because of companies, there are employees and potential customers who are now more often and longer on social platforms. Right now, these can be achieved particularly well through targeted social media affiliate marketing.

The demand in some B2B sectors is declining. Still, those who show presence on social networks in crisis times will be remembered by existing and potential customers. You should definitely go into current events: How is your company dealing with the crisis? How do you master current challenges? By showing that you are there for your customers, you present yourself as a reliable business partner. 

Therefore, social media marketing is an ideal instrument for retaining existing customers and winning new ones for you, especially in times of crisis.

Optimized websites as a guarantee for better user guidance

The flagship for your company is your website or landing page. The website is indispensable for anyone who wants to provide their customers with current and relevant information. Communicate important information there, such as the availability of goods or delivery times. A FAQ area that is appropriate to the situation can now also be useful.

In order to be able to contact you as a customer quickly, if necessary, you should make sure that he also has the opportunity to do so. This does not only apply to the establishment of contact, but to all information and offers that you make available online. Make sure that the user and, therefore, your customer can get the information they want quickly and easily.

Check whether the available options for contacting you are practicable and sufficient. At the moment, it makes sense to adapt existing contact offers to the situation and e.g., B. to enable the integration of live chats. As part of an optimal usability and user experience, the target group and their changing requirements and needs should always be considered.

Effective crisis communication with mailings

Communication is one of the most important factors in times of crisis. It can be used very effectively in email marketing. Many B2Bs are currently reducing budgets and pausing projects. The dialogue with customers, partners, and employees should, however, continue. This works very easily, for example, with a newsletter.

Mailings allow you to provide your recipients with information. But they also have another effect. They convey security. You can continue to send newsletters, but adapt the content, where necessary, to the current situation.

Besides, use factual company information mailings to inform you how you can be reached soon, how projects will be handled, and also stress that things will continue to run as usual if nothing has changed. Pay attention to a positive address and increase trust by showing how you, as a company, react to the circumstances in these times.

Content optimization creates security and offers new offers.

In times like these, new doors are also opening up for content formats. Crisis-oriented, open, and transparent communication is particularly important now. Now and for the time after the crisis.

At the moment, customers primarily want to know what changes are taking place, what they can expect from your company in the future, and how things will continue. All of this primarily transports textual content. But it does more than just convey objective information. It can now also convey security and create trust. This is exactly the key to solid customer relationships.

But now there is also the chance to offer new content formats. (Working) life is happening online and at home. Companies can now expand their online offering. Live videos are perfect for an expert chat on various topics. Online training courses give your customers the chance to be trained by you in the home office.

There are many options for content. Whether as a new content format, as crisis communication, or on various channels such as social media, Google Ads, and your website. Textual content conveys factual information and security and continues to generate leads. Different content formats ensure that your company is and remains present.

All content forms must be adapted to the current situation. Only in this way is it credible and fits the requirements of your target group.

Conclusion – Affiliate Marketing in Corona Times

Right now, it makes sense for B2Bs to adapt their own measures in B2B affiliate marketing to the current situation. Be it in crisis communication via various channels, in lead generation, or through new online offers. This pays off in the long term after the crisis and opens new doors for B2B companies and customers alike.