Written by: Vickie Sullivan | March 02, 2023
3 Tactics to Reach Buyers During Economic Uncertainty
Are recession fears causing buyers to spend less? Research from Edelman and LinkedIn show economic uncertainty is indeed causing businesses to cut budgets. Their fifth annual B2B Thought Leadership Impact Report reveals most buyers are in budget-cutting mode. Top on this list of things to go: “nonessential” services.
If you provide “nonessential” services, you need to adjust your content strategy and create thought leadership content that addresses the economic reality.
3 Ways to Reach Buyers During Economic Uncertainty
Key data points from the report:
• Buyers want content about industry trends: 48% of those surveyed said they want content that identifies new opportunities or industry trends stemming from the economic downturn.
• Short content performs best: 51% said they don’t want to read long-winded articles. They want content that they can easily and quickly absorb. A close second at 49%: robust research and strong supporting data.
• Focus on referrals, not sales pitches: 44% are less inclined to listen to sales pitches. While 90% said referrals from people they know and trust are more effective for getting on their radar.
Listen: How to Increase Your Chances If Your Services Are On the Chopping Block
The biggest mistake you can make these days is to ramp up your previous sales pitches that tout how essential you are. Instead, assume some buyers will put you in the “nice to have” list and focus your content marketing to stay top of mind.
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