As today's highest-rated companies are committed to understanding what customers desire, the need to design befitting experiences seems to be the need of the hour. Here's a take on the most functional business strategies to boost impact and grow business.
It's all about brand awareness
Do you know more than 50 percent of buying decisions are already made even before a customer picks up a sales call?
However, it's a different story these days– the lion's share of B2B impressions comes online, either through social media or company websites.
Notwithstanding how user experience plays a significant role, the liability falls on the marketing team if a customer chooses to spend a considerable amount of time on your website. To hook the bait, you will need to ascertain your brand's image, message, and content so that customers don't feel lost or frustrated and go on further with their buying journey.
Therein lay the essence of lead nurturing. And you will need to adapt to the standards of a white glove service, leaving no stones unturned for conversion. Start by answering the following questions:
- Who are you looking to reach, and what value do they provide?
- What solutions do you have for their problems?
- What kind of content do you think can resonate with their requirements?
Another important consideration, at this point, no matter what kind of products or services you offer, is establishing buyer personas. Once you have got your buyer personas sorted, you will be in a solid position to address no less than sixty percent of queries coming from B2B customers with apt content.
Educating customers about your products or services
People may well receive your content, but do they know why the industry needs your products or services?
A tricky proposition, right?
Not educating your customers about your offering can turn potential leads into doubt a brand's credibility. Often, customers are ignorant of the problems they face already unless you can show them point-blank and establish how your product can make a difference.
The best way to do so is to offer free content about the company, its beliefs, the USP of your products and services, and value additions. It can be in the shape of emails, blogs, newsletters, and more.
The game of customer acquisition
As your prospects turn into qualified leads and move a step ahead in your marketing funnel, their expectations from a brand also change. Thus, when they choose to become a customer, they will expect commitment and responsibility from your end. This is where your Sales Team needs to play its cards right and ensure the customer is walking the same track as they want him to.
To reinforce the process, you will need to invest in a CRM tool that will help you draw up smart analytics to help chalk out the perfect marketing strategy where the Sales, Marketing, and Stakeholders can join hands in delight. Further, it will put you in the night ally to define the right target audience and how you plan on helping them.
Holding hands to onboard
Start by having a documented process to facilitate smart onboarding. After all, it is the most vital stage for a B2B company where internal ops teams have to intervene.
By this time, the client has already shared a great deal of info and is excited to have chosen your brand over others. This is a stage where you can't afford to go wrong. Hence, you will need to ensure that all related departments like IT or Finance are made aware of the customer in the onboarding stage. Doing so will further strengthen the framework as you discuss the price point to steer it towards closing.
Customer support is crucial
It's pretty standard for a new customer to have a truckload of queries as they get stuck midway using your products or services. This is where customer support plays an important role.
Market studies depict how more than sixty percent of customer complaints can be addressed and avoided in the first place if adequate support is provided when interacting the first time.
Also, make sure that you don't over-rely on chatbots and leave human touch wherever possible.
The essence of value realization
Contrary to what newcomer brands would like to believe, value realization is less of a stage and more of an ongoing process.
Remember, the wow moment for a customer doesn't have to end with initial success. Thus, it is necessary to understand the kind of experience a customer wants from your brand. The best way to do so is to initiate surveys, personalized questions, or throw a discount for their loyalty which will make you aware of their queries, pain points and gauge what they want more from the brand in days to come–in short, offering a cue for improvement.
Reviews matter
When you have a loyal customer, you need to make the best use of him to churn out a review, a testimonial. While it sounds pretty normal, you will still need to understand the best time in the year to approach for his valuable feedback. So, all you need to do is buy some time from the best minds in your sales team, marketing, and customer service to help chalk out criteria.
Timing your expansion offers
If you have been working with the best of your customers for a long time, you should be well adept at knowing their needs and desires. To pitch an expansion offer with your brand, you will need to make the most out of this relationship.
Once you can ascertain the level of engagement from the customer's end in line with the collateral offered, you will surely be able to find the right time they are likely to decide.
Wrap up
So, you see, customer success strategies are all about paying attention to every nitty-gritty detail of a buyer's journey and taking a reasonable amount of time to ascertain their needs.
Half the battle is won once you have done that, and nothing can stop you from growing your business the way you want.
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