Virtual communication has been the name of the game lately, and B2B marketers are reaching digital reach more than ever.
However, the great dependence on digital channels raises questions: are we offering an excellent customer experience? Are we doing everything we can to execute digital strategies effectively?
Companies need to communicate attractively with potential customers and customers who provide a great customer experience or are at risk of getting lost in the digital mix. But it can be difficult to figure out how to do this because opportunities for personal involvement, such as scholarships, are no longer available. Or you may be wondering how you can help your customers make that change.
Here are five important steps for a successful digital communication process.
Understand that automation does not mean losing control
A human element makes automation a successful tactic. With the right tools, you define your strategy and market the technology at the point of execution. You can spend more time and energy researching potential customers, while automation is there to manage your pipelines and make meaningful connections with your customers.
You define the rules: if the customer does X, the answer is Y. The system collects the data and applies what has been learned. A single person (or team) cannot analyze all signals and respond to all requests, but automation makes this possible and increases the ability to provide a great customer experience.
Talk to customers where they are traveling
Personalization is no longer an option; it is critical. You need to know who your customers are and what they need; but more than that, you have to talk about where they are in your purchases. If your communication is not correct, for example, if you send an email about the purchase of a product you have purchased, your business will lose credibility.
It may seem obvious, but good digital communication requires deliberate action. When a sales team sends a personalized email to marketing managers across the database, including CEOs of the Fortune 100, it appears that the team was not deliberately segmenting and therefore giving a negative impression.
Avoid these important mistakes by knowing your target audience and adjusting your personalization.
Consider your customers’ experience
Another key to achieving a great CX is to understand your customers’ capabilities. The way customers use your product (or the features they are interested in) can say a lot about it.
For example, if you sell martech, some customers will know everything, while others will learn and need help along the way.
How you prepare your customers for success depends on where they’re traveling, and the data can help you identify where they are.
be sensitive to the work environment
Today, the pandemic is the main driver of business change. More than 100,000 small businesses have already closed. Those who are still standing are turning to digital channels to reach customers, generating a call for more help in this area.
This is especially true if you sell products that help B2B customers manage their digital reach. Those who did not use digital channels before the pandemic had to adapt quickly and transform themselves digitally to survive. These customers are counting on you to provide guidance, so your communications must be relevant, effective, and thoughtful.
Shorten the marketing conversation and get straight to the point
Don’t make the mistake of approaching digital communications as a product evangelist, focusing only on how good your product is and all of its interesting features and capabilities.
Sure, it’s important to believe in what you’re selling, but customers don’t care about your product – they want to solve their problems and get the job done more effectively. Your job is to connect the dots for them and speak their language – selling your product as a solution to their problem or as an element that improves their productivity.
Fitbit ads are an excellent example of how to score i’s with consumers, showing them how to achieve a common goal: manage stress, keep fit, through product features. The immediate purchase value is created.
High-quality copyrights are often overlooked, but writing your own posts should be a priority.
Respect readers’ time in digital communication – pay attention quickly and be brief – and move and inspire them by speaking your language and focusing on their problems.