Engagement is the word that does not come out of the heads of those who deal with teams for B2B. This content needs to capture attention and stand out among various amount of videos, posts, photos, memes that come to the customer’s attention every moment he browses the internet.
The marketer must invest time in research and how to promote it. So that it is seen and can engage the user to become a brand ambassador.
It is also necessary to understand who is involved with the content produced and, thus, create new content campaigns aimed at that customer’s needs.
In this article, you will find out how to engage teams in B2B companies to stay closer to their clients. In addition, you will realize how to produce and sell more and make them loyal to your company.
What is B2B?
B2B is a business model in which the end customer is another company and not an individual (B2C). The model is also known as “Business to business”.
The main advantages of the “Business to Business” model are greater customer retention, a high number of transactions, and recurring revenue.
It is a type of enterprise that has always existed, but that, little by little, created specific demands and strategies to optimize sales from one company to another.
What type of product is traded on the B2B market?
It is a mistake to think that B2B sales are related only to raw materials, commodities, or inputs for the manufacture of a certain final product.
Since this is a sale between two legal entities, everything the acquirer needs from the supplier is considered a viable product or service for B2B trading.
Thus, IT support, office supplies, equipment, vehicles, various consultancies, inputs, data storage, furniture, and many others can be objects of B2B negotiation.
What is the ideal B2B customer profile?
Imagine a sale made without great efforts to convince. Amazing, isn’t it? In cases like these, the characteristics and formulation of the product or service offer would be perfect for the buyer, that is, they would meet their needs under the conditions they thought it fair to pay.
You can say that this is the ideal buyer, since, strategically, it has needed to be met by the product and demographic and economic characteristics aligned with the offer.
It is a different concept of persona, which, in this case, would also take into account behavioral aspects that would influence your purchase, such as consumption habits, personal values, and social customs.
The persona is a more tactical tool used for marketing campaigns and company process improvements. The ideal buyer can influence pricing, positioning, and commercial strategies.
What is customer engagement?
Customer engagement is a strategy to motivate them to interact with your brand and share experiences created by the company. Thus, it is possible to get closer to customers, creating a closer and more emotional relationship.
The goal of engagement strategies is to increase customer loyalty and brand loyalty.
As a result of the ability to extend the consumption experience beyond the purchase journey, the company will have greater control of the sales cycle and may see the opportunity to generate negative churn.
Especially in the B2B market, the success of engagement strategies is only possible if there is an alignment between the company’s strategic planning and its client’s objectives.
Engagement strategies encompass content production and social media actions. Generally, measuring your results is easier in the online environment, where several tools help you measure metrics than in the offline world.
The integration platforms for customer interactions and contacts provide marketing managers with data and information to visualize their engagement efficiency and plan actions.
Advantages of Engagement Strategies
Keeping customers engaged is essential for building a good image in the market. Customers who become brand promoters propagate positive feelings publicly and encourage others to consume.
Satisfied customers tell an average of 11 people about the good experience. If the service is negative, this disclosure tends to be even greater: a dissatisfied customer tells, on average, to 15 people about a bad service experience.
Thus, the focus on serving well and promoting customer engagement leads to advantages such as:
Decrease in marketing investments
It is 5 to 25 times more expensive to acquire a new customer than to keep a current customer. With loyal customers and regularly buying new products, the company can reduce the investment in acquiring new customers.
Furthermore, the most engaged consumers become spontaneous media for the brand.
Increased brand equity
Engaged customers create spontaneous brand advertising and help promote it, increasing positive perception about products and services.
Churn reduction
Engaged customers remain loyal, which lowers churn rates and brings the company closer to increasing its profit margin.
Business predictability
The company has more predictability of its future revenues, allowing for a solid business.
Internally, employees must identify with the company’s mission. In addition, this is important to convey this feeling to customers in every service that is provided.
Customize your service
Even if your company guides the entire marketing strategy to suit your persona, you need to go further. The focus of a service that generates engagement must be to personalize experiences.
Therefore, try to work with customer segmentation. Focus on data and contact information to understand how to separate companies served into increasingly specific niches.
Content and messages that cause the feeling are very strong allies for engagement.
Maintain a Customer-Centric Culture
A customer-centric culture keeps the customer at the center of the entire strategy. Therefore, the objective is to offer good experiences throughout the consumption journey and, consequently, increase your loyalty potential.
A good way to make this a reality is to rely on data and information. In addition, you can understand the consumption habits of customers, their preferences, needs, and desires.
Focus on high-value deliveries
Companies that can deliver high-value experiences are those that come closest to having engaged customers.
Always think about offering a good customer experience without demanding a counterpart. Thus, engagement will be a consequence of good service.
Offer always the best support
To generate engagement with B2B customers, it is essential to focus on offering good support in its various service channels. The entire team prepares to answer questions and find solutions to problems found as quickly as possible.
It is necessary to have an alignment to serve customers well from chatbots, even over the phone, in e-mail exchanges, in interactions on social networks, or even in face-to-face contacts.
See your customers as people
Look for opportunities to learn more about your client’s professional interests and goals. If you know what the customer hopes to achieve, you can find ways to help them.
Companies use this method of any size in any segment. It’s about understanding what matters to your customers and providing a way for them to achieve their goals through your company and your connections. And it doesn’t necessarily have to be about what you sell.
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