We often talk about how digital disruption is transforming the panorama of B2B enterprise and the challenges customers experience in this sector with the transformation in technology and commercial relationships. According to the Gallup report, just 41% of B2B customers strongly agree their companies are perfect for people like them, and 49% do not feel proud to be a company customer. Many challenges B2C has recently confronted in the areas of communications, branding, and marketing also affect the B2B customer experience. Therefore, rather than mere conversion, it is the challenge of winning customer loyalty that becomes paramount. It is where the need to establish relationships based on ongoing, valuable contributions and coherence across all points of contact becomes critical.
In the age of the internet, where consumers can interact with companies through social media platforms, and reviews can actually determine if someone buys your product or solution, the customer experience is more crucial than ever before. According to a report by Walker, excellent customer experience will beat and also define prices and products as the primary brand differentiator by the year 2020.
For businesses, it’s crucial to understand that customer experience isn’t just customer support. Customer experience comprises of all the interactions a person has with your business. Right from visiting your website to speaking to sales reps, going through the reviews, downloading a case study, every touchpoint in the buyer’s journey is an integral part of the experience.
So, how do we make customer experience paramount to any company? Here are seven ways by which you can do it:
1. Personalized Content ONLY for the Buyers
As per the 2018/19 B2B Buyer’s Survey, 69 % of B2B buyers believe the most influential and impactful aspect of a company’s website is the content that serves the customers’ needs directly. The whole idea of content creation should be to think about buyers’ needs throughout the keyword research process. Your SEO team also needs to guide content marketing strategies that are focused on content directly aimed at buyers’ pain points.
It involves data collection and analysis to understand your target audience and their reach in a much better way. Once their pain points have been discovered, you can work around the strategies to create highly targeted blogs, industry news articles, webinars, and product videos.
2. High-Quality Landing Pages Go a Long Way
Its common knowledge that the more landing pages you create, the more opportunities you get for organic search traffic. However, you shouldn’t discount the importance of a well-designed landing page to better your conversions and generate leads.
How do you create high-quality landing pages? You may start by looking at how many people link to your pages and share them on their social media. BuzzSumo is a great tool to help do this. Also, if you have some existing pages that are have generated links, you can replicate that strategy across your other website pages.
If your existing pages aren’t being linked or shared, look at other competitive search results. Are those pages getting links or being shared, and if so, what are those competitive pages offering and aiming at that yours don’t?
According to a report by MarketingSherpa, “44% of clicks for B2B companies go to a homepage, not a landing page.” The homepage is essential, but your landing page is where you initiate a relationship.
3. Relevant and Current Approach to Keyword Research- the Best Approach
In recent years, we have seen Google search get more intelligent when it comes to the user intent behind search queries. With this, you, too, must reconsider the keyword research process.
The key is to focus on targeting relevant topics or themes to develop content around that. It means spending more time understanding your audience, looking at the relevant and current search results to determine Google’s understanding of the topic, and developing content that aligns with your findings.
4. Content Led by User Intent
Keyword research can be time-consuming and challenging, especially when it comes to aligning your keyword list with specific content marketing tactics. To do this, you should determine the type of content that shows up in search engine results for top-priority keywords.
When evaluating search engine results for each keyword, you should check the following:
- Types of content assets performing best in the organic results
- Types of user experience these content assets are offering
- Competitive websites currently ranking top in the search results
5. Your Content Should be Easy to Find
Users shouldn’t have to dig-down your website to find the information they’re scouting for. Therefore, a simple and user-friendly website navigation is always recommended.
6. Don’t Underestimate the Power of Chatbots for SEO
Chatbots have proven to enhance the overall user experience, alongside boosting user engagement and providing useful data for SEOs. While thinking of user engagement in online marketing, we typically think of a click; however, chatbots can take user engagement to another level with interactive conversations.
It allows you to get to know your audience, ask targeted questions, personalize your messaging strategy. Rather than driving potential users to landing pages, companies are encouraging users to use chatbots for better user engagement.
7. Mobile-Compatability Is More Than Responsive Design
While having a responsive design for your website is a good beginning point for a mobile interface, there is much more to it. Your content must be created and optimized for mobile phone users. That’s why it’s essential to consider aspects like font sizes, multimedia content, site structure, navigation, content load time, and often most important- conversion optimization.
According to Brian Dean, Google’s official stance on mobile is to create a responsive site. Responsive sites are more likely to get an edge in searches from a mobile device. They now add “Mobile-friendly” tags on websites that display well on mobile phones. Google has also started penalizing sites in mobile search that aren’t mobile-friendly.
Creating relevant content that educates and informs your prospects in their buying journey will not only convert into happy customers but will also optimize your site for search engines. It’s more like killing two birds with one stone!