Customers care about their interactions with businesses, whether they are shopping for themselves or for their business. As the marketing landscape continues to evolve and transform, B2B organizations should tap into the human side of their customers with their marketing strategy.
B2B customer expectations are changing. More products and services are being developed with users in mind, there are more options to pick from, and the pandemic has blurred work-life balance more than ever before. However, if B2B businesses fail to meet customer expectations, their audiences will begin to dwindle.
The lines between B2B and B2C consumer is blurring, which is unsurprising given the pandemic. B2B organizations are attempting to take a more human-centric approach with their marketing strategies. The “human factor” must now, more than ever, be a part of all marketing plans, regardless of whether they are B2B or B2C. Finding opportunities to establish genuine, one-on-one conversations with customers can seem like a difficult task. However, it doesn’t have to be that way. Taking ideas from the B2C market, B2B enterprises can effectively meet consumer expectations.
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Customers should be treated as human not businesses
It’s easy for B2B marketers to fall into the trap of building conversion-focused experiences because they’re hyper-focused on showing a product and its benefits. And it’s easy to lose sight of the fact that buyers are people, not businesses. Personalizing experiences as much as possible is one method to treat customers like humans. This type of engagement is not only desired, but also expected by modern consumers.
Humans seek connection, and communication is one of the easiest methods for customers to connect. Businesses should learn how their customers communicate and use that language in their messaging and keep the tone conversational. Understanding the customers on a deeper level, listening to what they are thinking and speaking their language will go a long way toward establishing brand trust and loyalty.
Ensure a mix of new and fresh content
B2C brands excel at developing fresh, new content that can be shared across all channels. When it comes to content, B2B companies should adopt a similar attitude. Delivering new material on a regular basis is a good approach to secure brand loyalists and grow an audience. It could be anything from a podcast to a video series.
It’s critical to ground research in the communities that businesses are seeking to target when coming up with new content ideas. This will aid in determining how to customize and personalize marketing campaigns. It’s important for businesses to understand that the best way to create a message that resonates is to talk to people.
Whenever a company decides to offer anything new or different to its consumers, it should explain why the change is being made and what they can expect. Individual messages and a plethora of social, video and blog content to support the new approach can be extremely effective. Organizations must be strategic when reaching out to their customers, as effective communication is preferable to over-communication.
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Create a consistent and engaging experience across all channels
It is critical for organizations to deliver engaging, consistent experiences wherever their brand appears. Creating personalized and consistent experiences, however, does not have to be difficult or time-consuming. Fortunately, artificial intelligence and other forms of technology can help. For instance, chatbots driven by AI can help customers have a better experience. How? Chatbots can respond to customer requests and tailor messages for each individual without the need for time-consuming manual intervention. Businesses can personalize their communications and allow customers to interact through the channels of their choice.
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