Hack to Improving Omnichannel Experience in B2B Business

Hack to Improving Omnichannel Experience in B2B Business

The buyers of today are more informed and conduct their own research before buying anything they need. The control is more with a customer these days rather than the sellers. In the initial stages of their journey, the B2B buyers research potential vendors, look at the range of available products and services and shortlist the prospective sellers. It is only in the later stages that they interact with salespeople.

The expectations they have from vendors have gone up significantly over time. Today, they look for a personalized experience and definitely want that experience to be available on the channel they find most convenient. The sellers, therefore, need to be ready for a flexible customer experience and an omnichannel one. Failing to do so may lead to loss of the customer, who would take no time to move to another vendor that offers it.

Providing an engaging omnichannel experience can be challenging in the beginning. However, once you have a hold of what consumers expect, it should be rather easy to achieve. An effective omnichannel experience is one that evolves with the buyer’s behavior, which will require you to deliver a personalized experience. Here are a few hacks that will help to improve your omnichannel experience to meet your customer expectations:

  1. Leverage the information you have on the customer.

First and foremost, you need to have a better understanding of your customers, which can be used to make their experience better. You might want to start by connecting your in-store and online technology. Make use of the information you have on them like past purchases and buying behavior to improve the interactions further. For instance, if you know what they are looking to buy, you can use this data to send them relevant coupons and offers that will push them down the sales cycle. The information they are looking for can reach them via email, social media ads, or just as a simple SMS. The idea is to use all channels to give them what they want.

 

  1. Visible inventory keeps your customers interested.

The next useful tip is to make sure that your customers can see your inventory list. It is repelling to receive a notification about the product they wish to buy only to realize that it is out of stock when they land up on the website. Adding inventory information like the number of items available or when it will be back in stock, keeps your customer waiting rather than sending them off to a different vendor.

 

  1. Seamless delivery is non-negotiable.

You might be able to lure your customers through various channels and they might go ahead with sales; however, you need to make sure that you meet the delivery expectations. The customers must be able to get their desired products or services within a timeframe they expect.

 

  1. Improve your mobile experience.

Lastly, you need to focus enough on improving the mobile experience for your customers. It means that your website should be mobile-friendly and your ads should open right from the handheld devices. Most people prefer to surf the internet using their mobile phones rather than computers. If you are unable to deliver a seamless mobile experience, you are losing out on a lot.

The landscape of B2B eCommerce is shifting even though it looks more like that the disruption is only in the B2C sector. The buyers are using every possible channel including website, social media, a visit to your physical location, etc. to know more about you and interact with you. They expect consistency and convenience in whatever way they approach you.

The quality of the omnichannel experience you deliver is only what is going to set you apart from your competitors. It is crucial to not only increase your sales but also convert your offline buyers into fluent eCommerce users. You should start focusing on making your omnichannel experience better now if you wish to remain competitiv

Top 4 Lead Generation Strategies That Currently Work for B2B Companies

Top 4 Lead Generation Strategies That Currently Work for B2B Companies

One of the biggest challenges in B2B marketing is lead generation. Nevertheless, no less than 85% of B2B marketers consider lead generation as their top content marketing goal. Why? Because leads are users that are only one step away from buying your product or service.

Leads provide you the opportunity to offer them the value through your service that will solve their pain points. A strong marketing strategy requires generating quality leads, which helps maintain a constant growth rate.

Unlike B2C products, B2B products and services are often complex and unconventional, which people are unaware of. This makes lead generation a challenging task. However, there are ways to resonate with your audience and create brand affinity.

Let’s take a look at the 4 best strategies that are currently working for B2B companies in upping their lead generation game:

Content Marketing

Content marketing is a broad term. Different types of content can work for different B2B companies. Before formulating a content marketing strategy, it is essential for you to identify what kind of content works for you.

Be it blog posts, infographics, microsites, videos, case studies, or research reports, try out each strategy to find out the best one. It requires in-depth research to determine the tone, language, and style of content that resonates with your audience. Once you understand your target audience, you can create a copy that brings increased potential leads to your website. 

Content fuels each of your marketing campaigns, whether it’s an email campaign or a social media marketing campaign. Therefore, you must create content that’s valuable and influential at the same time.

Social Media Marketing

One of the most effective lead generation strategies in the B2B world is social media. Most people spend an average of five to six hours every day on social media platforms like Facebook and Instagram. No wonder social media allows you to reach out to your potential audience with a more targeted approach.

When it comes to B2B lead generation, LinkedIn outperforms other platforms such as Twitter or Instagram. LinkedIn generates around 80% of B2B leads.

Despite the fact, simply choosing the more engaging channel doesn’t manifest success. You must use tactics like understanding the buyer persona, and testing CTAs and copy.

PPC (Pay Per Click)

If you want faster results, choose PPC as your lead generation strategy. PPC is bound to be a success, if you thoroughly understand your target audience. However, you must be ready to spend some bucks.

PPC is a wonderful way to attract your potential audience to your latest content or offerings. Why? Because search engines display PPC ads as sponsored results when a search term matches the selected keyword phrase in your ad. 

Google Adwords is one of the most commonly used paid advertising platforms, which reported a conversion rate of 2.70% in 2019.

Email Marketing

Email seems to be evergreen. It is as effective today as it was years ago. You must use email for all kinds of communicate, whether it is to promote an event, announce a new product launch, or follow up with customers. Email increases the exposure of your content to those prospects that might not even be aware about your brand.

Marketing automation has taken email marketing to a new level with greater results. Using a marketing automation tool integrated with your CRM, you can personalize emails for different targeted audiences.

To Wrap Up

B2B marketing and lead generation is a daunting task, which comes with risk-sensitive customers and inconsistent buying cycles. A good marketing strategy here comes to your rescue and makes sure that your marketing goals are fulfilled.

This is why you must keep weighing your strategies time and again such that you remain up-to-date with the latest trends. Start with following the aforementioned techniques that are time-tested and future-proof to up your lead generation game and outdo your competition.

 

Your Guide to B2B Marketing Success

Your Guide to B2B Marketing Success

Digital revolution has turned the business landscape into something totally different. B2B marketing no longer works the way it used to. Before the dawn of the internet, B2B lead generation was primarily about developing in-person relationships with the right people in the business. The relationships are still crucial but the change in means of communication has given the B2B companies an opportunity to market and sell to anyone across the planet.

The opportunity is equal for businesses of all sizes. To make B2B marketing successful in the current business environment, you need to measure your marketing strategies and do what the current scenario demands. This article sheds light on different strategies that can help your business grow.

  1. A Top-Notch Website

Your website is your most important tool when it comes to B2B lead generation and marketing. Every business knows that they need a website but they don’t understand how important it is. And, you don’t just need a simple website but one that showcases your business the best. Website makes the first impression on your customers. Your website should be very interactive and easy to navigate through.

 

  1. Social Media Presence

B2B lead generation depends critically on social media these days. Almost all your customers are on some social media platform and access it multiple times a day, which makes it an important marketing channel. Social media presence increases your brand visibility and brings you closer to your customers. This makes them trust your business. It is suggested that you consistently share high-value content through your social media accounts.

 

  1. SEO

Search Engine Optimization (SEO) of your website and social media content is critical to make you stand out in web searches. Businesses that show up on the first page of Google search are likely to get more customers. Your rank in searches depends on the type and quality of content on the internet. Therefore, when developing content, the focus should also be on optimizing it for ranking higher.

 

  1. Content Quality is Crucial

Content rules the internet. The quality of your content should be high and you must use dynamic content. This includes blogs, videos, infographics, and more. It plays an important role in educating the customer. Therefore, if they find your content reliable and useful, they are more likely to engage with your business. Content puts you in the position of authority.

 

  1. Right Placement of the Content

You might have the best content in the industry but if you don’t know where to place it, it is of no use. You can take help of paid advertisements to increase the reach of your content. Alternatively, you can use content syndication and reuse your old content from time to time. Cover as many channels as you can and make sure you target your prospects. Social media offers various tools which you can use to promote your posts by selecting the demographics of your target audience. You can partner with other businesses to share each other’s content.

 

  1. Increased Engagement with Customers

Right marketing strategy is focused on increasing customer engagement. B2B lead generation is only successful if you are consistently in touch with your customers and interact with them at regular intervals. The aim here is to get to new brand advocates and long-term clients.

 

  1. Like, Follow, and Subscribe

Lastly, you should be able to garner commitment from your prospects. You don’t want customers that show up but leave shortly after. You want people that are ready to have long term relationship. For this purpose, make efforts to drive your online audience to like, follow, and subscribe to your content.

Competing in the modern world can be difficult without a proper strategy in place. Without B2B marketing, it is nearly impossible to make your business a success. Your business needs to be visible and credible. Reaching the right people at the right time is key to success. If you need any help with B2B marketing, write to us now. We have helped hundreds of companies hit bull’s eye.

Influencer Marketing to Boost Demand Generation

Influencer Marketing to Boost Demand Generation

Conventional marketing methods are becoming obsolete day by day. Since the advent of the internet, no one marketing method lasts for long. This is because the internet has opened the door to infinite possibilities. Another reason why you need to upgrade your marketing techniques is that consumers are no longer naïve buyers. They research brand and products before they buy and make informed decisions.

Therefore, now is the time for businesses to align their marketing strategies to gain the trust of their consumers and prospects. One such strategy that a demand generation company can use to attract leads is influencer marketing. It is a form of marketing that uses influential people on social media to promote brands or products. Here are a few tips that can help you make the most of influencer marketing.

  1. Micro-influencers can be the game changers.

Someone with a large following is definitely the right choice but you must not underestimate the effect of micro-influencers. Micro-influencers that align with your brand can have better engagement rates than influencers with larger following that are not relevant. They should definitely be perceived as authentic and better tools for demand generation. A study has suggested that nearly 82% of the consumers take action after recommendation by a micro-influencer. This is because they have more loyal followers and therefore, have better interaction.

 

  1. Go for the relevant influencers only.

It is always very important to see whether the influencer you are reaching out to is relevant to your business. The output is maximum only if the influencer is in line with your core values. For example, if an influencer who promotes home-made products suddenly starts promoting some branded product, this might backfire. However, if they promote certain ingredient they use in their home-made products, that might be a successful campaign. Therefore, choose wisely. The results are best when they are already loyal supporters of your brand because that helps their followers to see your brand as credible.

 

  1. Instagram influencers can make a huge difference.

Instagram has the highest number of online influencers and influencer marketing on this medium alone is worth $1 billion. At present, Instagram dominates the world of social media with 1 billion active users per month. This number is only increasing. Being a visual medium, it grabs the attention immediately and attracts the prospects. Influencer marketing on Instagram is popular demand generation strategy used by every leading demand generation company. Everything sells through Instagram, you should just know how.

 

  1. Free samples and reviews increase your credibility.

One important strategy used by some leading brands is providing the influencers with free samples and asking for their reviews. Sometimes, they also give a discount code or a link to get these products at lesser prices. You can generate a unique code for your particular influencer that can act as an incentive to their followers. This benefits your influencers, customers, and your business alike. Also, this can work towards building a long-term relationship with your influencer.

 

  1. Creative freedom is important.

A successful influencer marketing campaign needs time and effort. Therefore, while you collaborate with multiple influencers at one time, you must allow them freedom of creativity. Let them use their way to influence their followers since they understand them the best. You must not push content created by you through them. Give them access to your best content and then let them decide how they want to use it.

Influencer marketing can be incredibly successful in demand generation if you implement it properly. It is an organic way to reach your audience and win them over. The secret is to find influencers that are relevant to your line of business. It is a mutually beneficial strategy that will bring results beyond your expectations.

If you have already found your influencers, you need to keep them motivated to stay with you and it all depends on the type of relationship you have. A successful demand generation company is one that develops meaningful relationships with their influencers and customers. If you need help with influencer marketing, get in touch with us now.

Why Personalized Emails Generate Better Results?

Why Personalized Emails Generate Better Results?

It will not be wrong if we call emails a revolutionary form of communication. We say that because it is the only form of digital communication that is still as much popular as it was a decade ago while other communication platforms came and went. Today, everyone with a smartphone has an email account and there is some activity happening every day. This is the reason that email marketing stood the test of time.

However, there is one problem with it. With everyone receiving multiple emails every day, how can you make sure, yours stands out? This is why you need personalized emails. Personalized emails are the ones that are addressed specifically to the recipient, much like the emails we exchange with friends and family, and sometimes bring exclusive offers to them. In this article, we dig into the benefits of personalized emails and how they help businesses grow.

  1.    Six times more effective

Statistics suggest that personalized emails sent to your customers based on the onsite data are likely to generate six times more sales as compared to the bulk emailing campaigns. This is because the products and offers suggested to recipients in personalized emails are based on customers’ browsing history on the site and items lying in their cart. Therefore, customers tend to go to your websites from email link and are more likely to buy the product.

 

  1.    Lower Unsubscribe rates

No one likes to get irrelevant content in their inbox so unsubscribes can’t be avoided. However, the rates can be lowered drastically by making the content relevant and valuable. That is what personalized emails do precisely. You save the customers trouble of going to vast research to find the right products.

 

  1.    No added operational cost

Marketing and communication are costly. Therefore, you need to get the right words and in a specific limit to appeal to your customers. Personalized emails contain dynamic and relevant content that is based on real-time data and therefore, appeals to the recipient. All this is achieved at no additional cost. Once you have set up an automation software, with minimal supervision you will be able to send emails that matter.

 

  1.    Various different scenarios to choose from

The content of personalized emails can be easily changed based on what you want to achieve. Depending on that you can set your constraints and frame an email that will be relevant to a customer. You can choose among different scenarios like trying to win back the slipping-away customers, strengthening your relations with customers, increase customer loyalty, etc.

 

  1.    Better and easier conversion rates

According to Google Analytics, businesses using personalized emails have shown four times better conversion rate than those who don’t. This ratio is calculated by dividing the number of total transactions by unique sessions from various marketing channels. It is suggestive of the fact that customers are 4 times more likely to buy through personalized emails than other channels of communication.

 

  1.    Improved lead nurturing

Personalized emails have the added benefit of lead nurturing. When the content appeals to a person’s behavior or interests, there are better chances of having a stronger connection that leads to conversion.

 

  1.    Makes you look credible

Because every time you show up in someone’s inbox you have something of value to offer, this makes you look more credible. People look at you as an expert and someone with authority. Therefore, they trust your products and services, which is a huge win in the business world. You are the first one they will turn to when they are looking for the kind of solution you have to offer.

 

  1.    Helpful in getting new customers

Not only do the personalized emails help in lead nurturing but also help you get new customers. When you give away some information that is relevant to someone’s need or interest, you can get more subscribers. They have better chances of conversion as well.

Personalized emails are known to improve click-through rates and increase customer engagement. It is about time that you tap into the benefits offered by them. For more information or to know how to set up personalized emails, you can get in touch with us at MarkSpace Media.

How can Lead Generation Aid your Business Growth?

How can Lead Generation Aid your Business Growth?

Lead generation has always been there in the business world. While it was subtle before the internet era, it has taken relatively a fierce form lately. Businesses of all sizes are actively deploying lead generation strategies to boost their profits.

What is it about lead generation in the world of late that makes it critical to business growth? In this article, we will briefly discuss reasons that make lead generation a must-have for any business. Albeit, each business is different and so are their lead generation strategies, there are few basic targets that remain the same for businesses of all types and sizes.

  1. Helps prospects know your brand

Actively using the lead generation strategies increases the visibility of your brand and more people come to know about it. Brand awareness is successful when you are well known within the target markets. In simple words, lead generation enables the customers to think of you when they are about to make a purchase in your product category. Increased brand awareness means a bigger customer base and therefore, more profit potential and brand value. Also, it educates and informs your prospects about your products and how it fulfills their needs.

 

  1. Better ROI and profits

A huge amount of investment is made by the B2B marketers for lead generation. The reason that over half of the marketing budget goes into lead generation is that it results in increased sales, profits, and a positive ROI. Statistics suggest that businesses that tap into the benefits offered by lead generation strategies are more likely to turn leads into customers. This leads to an increase in profits and a better ROI.

 

  1. Easy to target desired customers

Using lead generation tactics, it becomes relatively easier to target your desired audience. You can choose to pursue your customers from different demographic locations, sex, age groups, and other factors. This refines your strategy by differentiating a clear target audience. Therefore, you are in control of deciding how and what to do in order to make more sales.

 

  1. Less expensive than other modes of advertisements

Lead generation is comparatively cheaper than other modes of advertisements. While most advertisements are broad, lead generation is a marketing strategy that is convenient, cost-effective, and more result-oriented. It’s refined and researched methodology makes it better than conventional advertising.

 

  1. Benefits seller and buyer alike

While the seller has the benefit of reaching out to their desired audience and promote their products, the lead generation strategies present the buyers with the best of products and services in the market. Further, they can have detailed information on the products and services they want to buy. For sellers, it makes them look more credible and people are more likely to buy from a company that is easily giving out the information.

  1. Increases your online presence

You can count on lead generation strategies to increase your online presence significantly. When a B2B marketer is deploying lead generation strategies for you, he will make sure that he exploits all available channels, both online and offline. In a bid to reach your target audience, a huge amount of content is promoted across all social media channels and other modes of online communication.

 

  1. Increased number of conversions

All the benefits listed above ultimately lead to the one benefit that all businesses want out of their marketing strategies – the increased number of conversions. When lead generation is successful in establishing your brand and its credibility, your prospects are highly likely to convert to customers and the existing customers have better chances of staying with you. More conversions mean more sales and a successful business.

Lead generation is a lifeline of any business and without making constant efforts to get more leads no business can survive for long. All the leading businesses have one thing in common and that is a strong lead generation strategy. They either outsource their lead generation work to a third-party marketer or have a strong team working in-house on it. To know how your business can grow through lead generation, contact our experts at MarkSpace Media.