,The challenges brought about by COVID-19 are multi-faceted and permeate the lives of B2B marketers on many levels, yet they also thankfully present new opportunities.

Remote work and online business communications are two of the significant benefits modern B2B marketers can take advantage of now thanks to the technological advances the Internet and its 50-plus year history has made possible.

As a remote worker for the past 13 of my 36 years working in online communications, I’ll offer up a selection of tips to keep in mind as we all adjust to the numerous business changes brought about by COVID-19.

We’ll also look at how the present situation affects the issues of brand purpose and trust, resources and tools for newly-minted remote workers, social media best-practices during challenging times, and how we can learn from the challenges.

Our CEO Lee Odden recently asked “Should COVID-19 Stop B2B Marketers From Marketing?” — looking at new challenges and opportunities to be even more relevant and useful for clients while also being responsible for the health and safety of employees, customers, and community.

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Let’s dig in and look at five ways B2B marketers can embrace remote communication opportunities to reach new heights.

1 — Cultivate Greater Brand Purpose & Build More Trust

Survey data has, over the past several years, increasingly shown that consumers in both B2B and B2C are placing more importance than ever on brand purpose and the trust that successful businesses cultivate.

A recent Association of National Advertisers (ANA) survey showed that 82 percent of B2B executives see companies have more success.

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Brand purpose and trust are both simultaneously in play for B2B marketers during this time of COVID-19 changes, and several publications have recently released helpful guides to brand social media activity for sensitive times.

RivalIQ’s “The Impact of Coronavirus on Social Media Engagement for Brands” provides information on how the COVID-19 situation has affected social media engagement rates, and Social Fresh’s “How To Adjust Your Social Media Marketing During Coronavirus, “explores the delicate balance brands need to keep with their social media campaigns during the present health concerns.

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2 — Use Powerful & Abundant Remote Collaboration Tools

Powerful online collaboration platforms such as those offered by our clients Slack and Monday.com provide the type of robust remote communication that has seen dramatically-increased use since the rise in awareness brought about by COVID-19.

Slack has put together a collection of resources for people using its online collaboration platform for remote work, including “The Manager’s Manual for Remote Work,” “Distance Learning Thrives in Slack,” and “Slack on Slack: Adapting the Way we Work When Offices Need to Close,” each offering helpful insight both for the Slack community and anyone looking to do the best work they can remotely.

Monday.com has used the present COVID-19 situation to increase its integration with the popular Zoom online meeting service, and has also brought together its selection of helpful remote work tools in “5 Tools You Need to Become Remote-Work-Ready.” As we have also done at TopRank Marketing, Monday.com has its team now temporarily working remotely.

Our client Adobe has made some of its online collaboration tools available free to students, and our client Arm Treasure Data has also put together a compendium of remote work tips, in its “Lessons Learned WFH—5 Tips to Make It Work for You.”

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3 — Reflect, Regroup & Refocus With a New Perspective

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Seeing things from a new perspective  — whether it’s from a temporary new remote working environment or in-person meetings moved online — provides an excellent opportunity to reflect, regroup, and refocus on existing and upcoming projects.

Working in a new environment can give you a fresh look at your next marketing campaign or influencer marketing project, and also provides an excellent opportunity to reassess currently-running plans with a new remote-oriented eye.

Once you’re into a different work location, it’s not usual to find new energy that naturally will go into your current projects if you let it, so don’t be afraid to tap into that energy and use it as a launching point for creating compelling new work. The Harvard Business Review has taken a look at the role of reassurance and being proactive with communications, in “Communicating Through the Coronavirus Crisis.”

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4 — Take The Opportunity To Tackle Learning New Things

With more at-home time available even after the workday has finished, now can be a great time to expand your knowledge in new areas.

Our client LinkedIn has made some of its premium LinkedIn Learning courses available free, with “Remote Working: Setting Yourself and Your Teams Up for Success.” The professional social network has also put together its collection of helpful remote work resources, in both “In This Together: Sharing Our COVID-19 Learnings,” and “Staying Informed and Connected: Resources to Help Navigate Work and Coronavirus.”

Many experienced remote workers have used the new COVID-19 situation to share their advice for productive online work, including my pal and fellow former computer bulletin board system SysOp Meryl Evans, offering up “38 Awesome Things About Remote Working.”

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5 — Learn With Remote Working Tips

Finally, here are five additional remote working tips I’d like to share with you — items that have helped me during my 13-plus year stint of remote work:

  1. Create your physical workspace. Whether it’s a dedicated room in your home where you’ll be doing the bulk of your work, a co-working space in another location, or a full-on private spot in an office building as I’ve chosen, having a physical place that you can leave at the end of the workday is an ideal way to separate your personal and professional life.
  2. Build a regular schedule into your remote workday — one that pulls some of the best elements from your previous office location — to bring a similar sense of organization to your remote work.
  3. Learn to savor the advantages of working remotely, especially those from working at home. Especially if your remote work situation isn’t a permanent one, take time to appreciate the little things that are working remote provides, whether it’s eating lunch with your partner or children, listening to music as loud as you want to, taking a lunchtime walk in a new area, or enjoying extra time saved from not having a long work commute.
  4. Minimize distractions as much as possible, so that you can use remote work to find newfound focus on your projects. If working from home, let the people in your household know when you’ll be working and encourage them to connect with you only during set times, such as over lunch or breaks.
  5. If your remote work situation is more long-term, learn to make your laptop your office. If you have freedom in the locations, you work from, expand your work world to include working in different spots in your city, state, country, or even internationally. A second external monitor can also be beneficial for many remote marketers, and some also will use high-definition TVs as a second or third laptop monitor.

Embrace Remote Work & Reach New Heights

Communicating with your associates and clients online using collaboration tools such, as Zoom and Slack is a reasonably straightforward task in 2020. With the COVID-19 situation that has brought more people than ever to remote work, we hope the tactics and insight we’ve shared will help you adjust and thrive.

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