To survive in today’s competitive marketing environment, brands should take necessary steps to strengthen digital engagement that will help them increase brand awareness and ultimately increase their conversion rate.
For years, brands have been making a steady move towards digital engagement. With COVID-19, brands had no choice but to make a swift shift toward digital channels as the primary way to engage with prospects and customers.
After nearly 18 months of the pandemic, most brands have realized that digital-first engagement isn’t just a new normal, it’s a better approach towards B2B marketing. They are taking steps to increase pipeline, deal sizes, and conversion rates via digital engagement at a fraction of the cost compared to in-person strategies and events. However, most digital experiences created by brands are not equal. Therefore, brands need to implement the following three best practices to strengthen their digital-first engagement initiatives:
Integrating Video to Drive Engagement
Brands have struggled to get their audiences to tune into a digital experience and once there, they have struggled to keep them engaged. Traditional thinking suggests that brands should opt for small doses of content because of audience attention spans. But, the introduction of video-based content such as webinars displays that brands can increase audience engagement. The introduction of video not only adds an interactive element to webinars but also delivers on audiences’ demand for more active two-way interaction.
Incorporating some form of video into their marketing strategy can help brands to turn passive viewing into active audience engagement experiences. Moreover, using videos, brands can give audiences the immersive, interactive experiences they crave and provide marketers invaluable insights into their potential prospects.
Delivering On-Demand Content
Now more than ever, more B2B buyers are taking time to do their own research and self-educate themselves before they take steps to talk to sales representatives. Their expectations have exceeded to finding the information they need online and consume it at their own pace. Additionally, it creates opportunities for brands to deliver on-stop destination to their prospects and buyers to engage and consume the necessary content whenever they want. Furthermore, on-demand content production gives brands more flexibility to open up their experiences to global audiences as they are no longer constrained by location and time zones. In conclusion, it will lead to higher active viewership and a focused audience, providing opportunities for brands to collect valuable behavioral insights.
Personalizing Engagement through Multiple Touch points
If given the opportunity, prospects will opt for two-way interactions that become more personalized experiences over time. This provides brands the opportunity to embrace engagement and personalization tools to better connect with their attendees on a one-to-one level.
A two-way digital engagement experience empowers audiences to participate and shape their own experiences, whether that’s by asking questions, voting in a poll, or networking. Also, it provides brands the opportunity to find ways to creatively incorporate these opportunities into their digital experiences. Small approaches like these provide brands the opportunity to help audiences stay engaged and connected during interactive webinars while also providing them in-depth insights about the attendees, their interests, and the content they consumed.
Digital-First Engagement Future
Digital experiences have proven to be more valuable than ever before in engaging prospects and customers, generating leads, capturing data as well as drive revenue. It also gives brands a greater return on customer engagement than they ever receive in-person events. As digital-first approaches are here to stay, brands can deliver more engaging experiences that capture buyers’ attention, drive deeper engagement, and convert more prospects to buyers.
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