When we talk about consumer experience, it is natural to immediately think of companies that sell directly to consumers, that is, B2C businesses. But with a world in which organizations increasingly have points of contact, a b2b company must also focus on improving customer engagement and experience in its strategy.
That’s because, regardless of B2B or B2C marketing, the fact is that all trades and purchases take place from human to human (H2H). This means that if your company sells to another company, it is equally important to start thinking about initiatives to enhance your audience’s experience as soon as possible.
Here are 5 ways you can make your B2B marketing more appealing:
1. Focus on “why”
As in B2C marketing, its not enough to bombard your clients only with information about the product, its technical characteristics and more specific details.
Don’t get me wrong, this information is important, especially since we generally speak to a more technical audience. However, our focus here is to improve the experience because we understand that once your company is able to engage with your client, the chances of more sales being made will increase.
For this reason, when planning marketing initiatives for a product launch (or even for an existing product in your portfolio), check if the content is in accordance with the personal preferences of who will access the material. In other words, don’t just focus on presenting details of your product, but also try to show how your company can solve problems and meet the needs of your audience.
2. Remember the human element
Philip Kotler, in his book “Marketing 4.0”, says that: “human-centered marketing is still the key to developing brand attraction in the digital age, since brands with a human personality will possibly be more differentiated”.
As I mentioned, both B2B and B2C marketing needs to consider that all transactions occur from individuals to individuals. This is even related to the previous tip because as soon as you understand why your customer wants to buy your product or service, it becomes easier to interact with him in a person-to-person strategy.
To do that, Kotler suggests that each company should ask themselves:
- What are my clients’ deepest anxieties and desires?
- Does your brand have qualities? How can you make them more human?
3. Provide high-quality interactive content
With a good content strategy, the company will obtain an array of benefits ranging from increased traffic, leads and authority, to increased engagement and more.
Interactive content in particular is a fundamental way to help you retain your clients’ attention, especially in an era when we know how easy it is to scroll down and move on to the next post, or move on to the next tab.
Out of all the types of content to invest in, videos are crucial, as they have become increasingly important, especially thanks to social media (in fact, we already talked about some of the statistics and trends related to video content here on Signia’s InSights).
To grab your audience’s attention with this content format, it is important that your B2B marketing strategy considers photorealistic 3D videos. Here’s an example of what I mean:
In addition to videos, augmented reality (AR) marketing initiatives will be increasingly seen on websites and social media posts. In addition to placing the customer at the center of the experience, AR is fully interactive, which certainly improves the public’s experience with the brand.
4. Create specific landing pages
A landing page is in essence the next step for a person in your marketing funnel to become your company’s next client. It should be used for any targeted B2B campaign.
Think about creating pages according to your strategy. If your company has different personas, for example, make a segmentation according to the audience. Always consider that if we want to improve the experience, we must follow Kotler when he says that marketing must be human-centered.
5. Create consistent and personalized experiences across different channels
In the article “How can your company improve online engagement“, we talked about omnichannel, a concept that states that all channels that a company uses to communicate with its consumers must equate a unique experience.
To stand out from the competition in today’s marketing landscape, in addition to thinking about all points of contact, keep in mind that providing consistent and memorable customer experiences is no longer just an option, but a necessity for any successful B2B marketing strategy.
In this case, whenever you create a new marketing initiative don’t forget that personalized experiences help to:
- Increase conversion rates and engagement
- Improve client experience
- Increase lead generation
- Optimize client acquisition
Personalization is essential to offer better consumer experiences, increase loyalty, and increase ROI. Once again, here we emphasize the importance of a strategy always centered on the human aspect.
The success of B2B marketing is directly related to the role that the clients experience plays. Of our 5 tips on how to improve it, you probably noticed that the human element is a part of all of them all.
So, every time you think about a B2B marketing initiative or campaign, be sure to put the person who will be impacted by the message first. Only then will you be able to draw attention, engage, and make the brand experience memorable.
‘Till next time.