How to Improve Your B2B Customer Experience In 2017

What happened to the B2B customer experience? An inordinate amount of attention has been paid to the evolution of retail consumer marketing, the adoption of digital advertising, social media marketing, and other new media.

In many cases, B2B businesses have fallen behind in adoption of cutting-edge technologies and techniques. Websites have fallen into disrepair, even neglect. And no one notices, that is, except for the prospects and customers.

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Even if the B2B business has just launched a new website, that site may not be designed with the customer experience in mind, optimized to facilitate discovery, planned to leverage content marketing initiatives, or infused with inbound marketing processes to nurture leads and convert to sales.

Considerations for Improving the Customer Experience

1. A Website is No Longer Just a Website

Congratulations on your shiny new site. But now what? The game has changed. the shift has happened. Today’s consumer arrives at your site already educated through web search and armed with remarkable intelligence. And regardless of your business sector your customer has expectations of how your business enables and responds to your community.

Are you engaging your prospects and customers across all platforms – not just the website? Are you creating valuable content that binds the website and the marketing messages together? Are your customers compelled to share this content in their respective networks?

2. Customer Engagement Begins with a Digital Strategy

A well-conceived and properly developed digital strategy is absolutely critical to most every successful B2B marketing plan. When executed, it will leverage all your internet, social, and content marketing initiatives in a way that will generate leads and result in new revenue incredibly fast.

A digital ecosystem schematic will illustrate how internet traffic (demand) will be generated and how it is commandeered and routed between web site, blog, audio, video, ebooks, eNewsletters, as well as Facebook, Twitter, LinkedIn, YouTube, and other social sharing platforms.

3. Inbound Marketing Converts Leads Into Customers

Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content that customers value.

This process facilitates and hastens client discovery of your offerings, increases web traffic, generates leads, facilitates sales conversations, and builds loyalty with consumers.

  1. Generate more traffic
  2. Turn visitors into leads
  3. Convert leads to sales
  4. Turn customers into repeat higher margin customers
  5. Analyze, refine, and repeat

Inbound marketing is especially effective for those businesses with long research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire those who demonstrate expertise.

Given that the average B2B purchase is often many multiples of those made by retail customers, the stakes are high. Investment in customer acquisition strategy and tactics are critical to long-term success.

Your digital marketing agency partner will help you create multiple paths to revenue and give you the technology and consultation that will positively impact your bottom line quickly, this quarter.

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