As the second day of # B2BMX came to an end, attendees gave a better insight into modern day marketing and the best tools and tactics for success. Almost 3,000 participants took part in keynotes, lunch & learns and breakout sessions to learn how to prepare for success in 2021.
Andy Crestodina, Co-Founder and CMO of Orbit Media, opened the day with his opening speech “10 high quality actions to prepare for the rebound”. Throughout the session, Crestodina provided a set of actionable insights that B2B companies can work on to prepare for selling in a post-Covid world.
Dan Gingiss, Chief Experience Officer of The Experience Maker, concluded the night with his keynote: “How a remarkable customer experience is your best sales and marketing strategy.” During his presentation, he emphasized the value of generating appealing customer experiences by speaking “WISER : “Was.
- Funny, rely on the use of loose, smart language;
- Immersive, Providing consistency and creating engaging experiences across all media;
- Can be used together relating to social media content;
- Out of the ordinary, create better customer experiences; and
- Responsive, There is a 15% risk of churn if you don’t respond on social media.
Reshuffle sales pages to gain a competitive advantage
When customers spend hours searching for business solutions online, the different websites may merge when they get tired. Gingiss recommended that companies take some steps to improve their online presence and stand out from the crowd. While updating sales pages and websites may seem daunting, Gingiss reassured marketers that these changes don’t have to be overly noticeable – they just have to be a little above normal. He recommended exploring competitors’ websites and changing the language brands used on their site to create a unique tone or theme that is easy to navigate and encourage engagement.
During his keynote speech, Crestodina cited traffic and conversion rates as the top numbers websites should focus on during these upgrades. Organizations should create clarity and reduce uncertainty as well as improve findability and take the visitor’s perspective to answer possible questions. For example, marketing teams can work with sales teams to create a comprehensive FAQ section covering common buyer questions.
Additionally, Crestodina referred to the power of testimonials as customers seek confirmation from first-party suppliers that they are bringing their business to the right place. He suggested relying on the “laws of visual hierarchy,” which include video testimonials as the strongest, followed by image-based statements and simple text accounts. These testimonials should make potential customers willing to submit their information.
Gingiss added that consistency and fluidity are essential to create a complete brand experience. Customers see your company as a single entity, not a disjoint organization. The focus should be on creating experiences from a customer’s first point of contact and continuing this throughout the partnership.
Update blog content to attract audiences
Crestodina stated that blog content tends to outperform other content, get the most conversions and traffic, and help email list growth. Gingiss underpinned this in his keynote with the comparative lack of blog posts compared to other content. While only six million blog posts are published daily, 650 million tweets are sent daily and 259 billion emails are delivered daily.
However, Crestodina acknowledged that a complete overhaul of the blog content would be a time-consuming feat. Instead of creating entirely new content, you can give blogs a makeover by adding depth and detail, internal links, quotes, examples, statistics, and interactive elements.
To find out which blog content needs the most attention, Crestodina divided it into four parts:
- Traffic champions, or pages that receive the majority of search traffic and contain strong calls to action to drive potential customers to internal product / service pages;
- Potential champions or pages of high rank or authority but low relevance;
- Shooting stars or sites with declining search traffic; and
- Better “mousetraps” or sites with high conversion rates.
All four types of content build on top of the other through internal links and use each other’s strengths to fill in gaps and strengthen the content.
Crestodina stated that after purchasing a solution or product, customers are at the peak of their interest. To this end, the “thank you” landing pages should include mentions of when the customer can hear from you and opportunities for further action, such as: B. an email list subscription, links to social media channels, and internal website links to provide more information.
“You have to differentiate yourself so that you are noticed and unforgettable,” added Gingiss in his keynote. “Take this opportunity for a bit of humor and let your hair down. Rely on casual language; you don’t have to be boring. “
Interesting and intriguing thank you pages help alleviate the buyer’s remorse that usually comes with large purchases and signed contracts, Gingiss explained. Marketers can reassure customers that they made the right choice by including them in the celebration. This can be as simple as sending a thank you card for the snail mail.
Renewal of the online and social media presence
As simple as it sounds, Crestodina recommends brands take the time to research their business on Google and gain insights such as:
- Which site links are shown the most (and therefore need to be updated the most)?
- Which competitors are bidding on the brand?
- Potential partners;
- Questions normally asked about the organization;
- Related searches and search phrases; and
- All reputation problems.
If there’s a warning that a company has been flagged or mentioned in another article, read the page, Crestodina added. Make sure the company is linked, and contact the editor if it isn’t. They’ll either link or not, but there’s nothing to be upset about, he said.
Crestodina also recommended that all social media profiles contain mini-calls-to-action and reassurance to the reader rather than a general, non-informative “About Us” section. Social media bios should be enticing – companies should discuss what they can offer potential customers and give people a reason to follow them. Make sure the images are clearly visible and legible, and put quality articles at the top of the feed.
Gingiss stated that an organization’s social media should mimic the engaging experiences experienced during the buyer’s trip. He added that some of those 650 million daily tweets usually discuss a customer’s experience with a brand, whether it’s good or bad.
“When we think about what is being shared, it is mostly negative experiences – especially on social media,” said Gingiss. “’Meh’ is not shared; It’s a mediocre experience. If you give people a “meh” experience, they are not talking about you. 30 percent of consumers say they would post a negative review online after a bad experience, while 49 percent said they would post a positive review online after a good experience. “
After reviews of all kinds, Gingiss suggested brands should track, maintain the tone of their business, and respond to customers accordingly.
However, a company’s social media profile is one thing while employee profiles are another. According to Crestodina, employee accounts should strengthen their personal brand, identity and reputation. This includes professional headshots, a detailed bio that discusses what they do, what value they add, and skills and recommendations.
At the end of the day, marketing and selling is a people-based activity. When you take small steps to build a company’s online personality, connect with people, and personalize experiences in engaging ways, brands gain an edge as the world begins to emerge from the Covid slump.
“They sell to people who are consumers in their other life,” said Gingiss. “Like it or not, you are being compared to your customers’ best buying experience – make it unforgettable.”