Reaching remote audiences
At the end of 2019, Hubspot released its Remote Work Report, offering a glimpse into the lives of fully remote employees. Just a few months later, coronavirus forced many companies to quickly adopt remote work whether they liked it or not. As B2B marketers, having your audience work remotely presented a new set of challenges. Here we are nearly two years later and some portion of the workforce is a combination of hybrid working from home and in the office. Here’s a look back at the Hubspot report and see what insights still hold true today.
Insight #1: On average, 61.5% of all remote workers listen to music for at least one hour per day.
Help liven up your audience’s workday by feeding into their music habit. Create Spotify playlists that are themed around your brand messaging, sponsor a live music stream, or send high-value targets a quality record player and some vinyl to play.
Insight #2: 51% of remote workers prefer to work inside, but 41% sometimes work outside, weather permitting.
Use this to your advantage! Host a virtual or in-person backyard networking event or hire a chef to teach a class on world-class barbecuing. From outreach events to brand campaigns, understanding the sorts of environments that your customers and prospects are currently immersed in will help you build more thoughtful strategies.
Insight #3: Remote workers noted a lack of social connection (29%) and communication with co-workers (29%) as the two biggest challenges they face being remote.
This is an important one, especially since social distancing has limited opportunities to socialize outside of the workweek. If you’re aiming to be a partner, really take the time to get to know your customers and targets. Find out how they like to communicate and use those methods effectively to limit their frustration. Use video conferencing when possible so you can build a rapport and become more than just a disembodied voice. If the preference is in-person gatherings, create opportunities where people can meet in settings within everyone’s comfort zones. Stay connected beyond face value. Provide them with opportunities to socialize so you can be a positive part of their day.
What It Boils Down To
At the end of the day, it’s important to understand that the personas we’ve based many of our decisions on over the past several years have irrevocably changed due to the pandemic. In order for strategies to be effective moving forward, it’s important to reexamine these personas and make the necessary changes to deliver a meaningful message.
About Haute
Haute helps clients engage more meaningfully to make a lasting impression. With unique Rules to Engagement, our team delivers targeted, customized, and highly creative marketing, sales, and event services designed to foster meaningful connections. To learn more about our extensive list of client services and capabilities, visit WeAreHaute.com.
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