Tried, True and New: 2021 B2B Marketing and PR Trends

Looking forward to a 2021 that is a bit more predictable than 2020? Well, we can’t guarantee that…but, we can give some insight into marketing trends that have shifted thanks to this changing world we’re living in. Many industries have altered the way they operate after the past year, and the marketing/PR industries were no different. Below are marketing trends to keep an eye on in 2021, and others that we anticipate to build off the lessons learned in 2020.  

What’s New for Marketing in 2021

1. Navigating sales and marketing for virtual events
   • The COVID-19 pandemic forced many brands to embrace going virtual. Last year many events, trade shows and other in-person gatherings were moved to online platforms, and some brands chose to cancel all together.
     
     As we move forward, people and brands are understanding the importance of the virtual world, even though it has taken many brands out of their comfort zones. However, the situation has allowed for the opportunity for sales and marketing teams to work together and get creative to still make an impact with customers. The development of videos, virtual presentations, webinars and digital collateral pieces have allowed sales teams to connect with their audiences in a modern and instantaneous way.
2. Being choosy about your social media channels 
   • Without in-person events and meetings where a brand might normally interact with its audiences, social media is more important than ever – especially the “social” aspect. It’s critical to know where your audience spends time online. Brands should put most of their social media efforts into a few channels that will help them communicate most effectively – choose quality over quantity when it comes to managing social media platforms (and doing it well!).
     
     Does your ideal customer spend time on LinkedIn between meetings, searching for services to keep his or her business at the top of its game? Or are they scrolling through Instagram between shifts? Maybe they prefer to consume more videos than written content – do you have a presence on YouTube? Consider these questions when prioritizing social media channels
     
3. Communicating compassion and value
   • 2020 was a hard year on everyone, therefore, more brands aimed at consumer products have placed compassion and brand value at the face of their advertising. B2B organizations should follow suit. 

Placing a messaging focus on core values and true customer needs is a new trend for 2021. Everyone has gone through something difficult this past year, so it is important for brands to recognize their customers’ situations, offer credible solutions and emphasize their own resiliency during times of hardship.

What’s Staying the Same 

1. Know your audience and provide customized content
   • This is a tried and true classic marketing “must” for any industry. Knowing your audience and customizing content that will not only reach them, but also resonate with them creates brand loyalty while saving time and money. If you can hone in on where your audience is, what they need and how you can solve their specific problem, you have a greater chance of meeting them at a point where they’re ready to act and engage with your product or service.
2. Video continues to dominate
   •  Video has been leading content consumption for quite some time now. However, not every video needs to be perfectly edited and scripted in order for your audience to react and interact with it. Often, we see that more organic and natural videos of a brand speaking about or demonstrating a service or product resonates with the audience more than even the most thoughtful brand video. Your audience will enjoy seeing authentic content taken directly from your team.
3. Marketing & PR work together
   • Public relations and marketing have been linked together for years, and it makes sense. Despite operating in different verticals – organic vs. paid branding – public relations and marketing are both working toward the same goals – awareness, leads and sales. If the left hand (PR) doesn’t know what the right hand (marketing) is doing, they give up a great opportunity to execute product- or service-specific campaigns from multiple angles. 
     
     Your social media, email marketing, content development, media relations, advertising, trade show and website efforts should work together, not against each other, for optimal (and measurable) results.

It can be easy to say that you’re “ready to leave 2020 behind.” But, the past year taught many lessons to B2B brands – including how to pivot marketing efforts during a pandemic. If you’re looking for new ways to spruce up your branding efforts, TRINDGROUP can help – we led our clients through 2020 and would love to help you determine new and improved marketing goals, too. Contact our team for more information.