It doesn’t matter whether you’re a B2C or B2B operation: your goal should be to ensure that your customers have a positive, seamless experience with your business. This, of course, is achieved in various ways — it’s about the level of your customer service, the speed of your operations, and all the classics. But then there’s also the matter of omni channel marketing, which has become popular in recent years because of the positive impact on the customer’s experience.
While the tactics for creating an omni channel marketing campaign for B2C companies are well-documented, omni channel marketing b2b is a little less well known. In this blog, we’re going to take a look at some key steps you’ll want to check during the development of your strategy.
The first step towards creating your omni channel marketing strategy will be to figure out who exactly is visiting your website. It’s a fair assumption that anyone who has tracked down your website has some interest in what you have to offer. They might not fully understand why they need your services, but you do — and from here, it’ll be up to you to reach out and work with them. But you can only do that if you have some of their contact information. Without that, there’s no way to reach out. One way to get this crucial piece of information is to offer freebies in exchange for their contact details, even if it’s just a name and an email address. The content you can provide includes white papers, ebooks, podcasts, webinars, whatever works for your company, basically.
You’ll find that not only can you capture a lot of useful contact information this way, but you’ll also see what types of content are popular, which will tell you what you should be making more of in the future.
Following Up Interest
Of course, there’s little value in having a person’s contact information if you’re not going to do anything with it. Getting the information is the difficult part (but shouldn’t be too difficult if you’ve done things correctly); once it’s in your possession, it’s time to step up to the next phase of the strategy, which is to reach out via email. There are, of course, right ways and wrong ways to reach out via email. It shouldn’t be a case of ‘send a blanket email and see what sticks.’ Your emails should be personalized. It should address the problems that your company aims to solve. It may even specifically reference the piece of content that they downloaded. Remember: omni channel marketing is about putting the customer at the front and center. You build the world around them.
Varied Content Mediums
You’ll also want to develop various types of content, which can be used at different stages of the customer life cycle. The type of content that you’re nudging in the direction of a first-time visitor to your website should not be the same as the type of content you’re pushing towards a customer who has already interacted with your company.
It’s about providing the right type of content at the right time. If you know that a customer is already knowledgeable about what you provide, then you’ll want to provide more detailed content, for example. It’s all about steadily moving them along the journey of the life cycle.
Understand Your Customers
You can’t create anything of value for your customers if you don’t know who they are. So take the time to get to know them; what problems do they have? Where are they trying to get to? How can you help them along this journey? As we mentioned earlier, omni channel puts the customer at the front and center. And it’s hard to make anyone or anything the star of the show if they’re a mystery. Gathering feedback, reaching out, and understanding the motivations between your customers will all help you to create a more robust campaign that helps both your customer and, ultimately, your business.
Believe That It’ll Be Effective
A B2B omni channel strategy does take more time than a regular marketing strategy, but it is worthwhile. It allows you to offer greater value and a better experience to your customers from beginning to end. We’ll end the blog with a simple step that many companies overlook: believing that it’s possible. Indeed, this is the most important aspect — you have to go into the venture believing that it’ll bring value to your business (because it will!).