If your B2B marketing efforts too often feel as though your brand is shouting into the void, it can be easy to become discouraged and change tactics frequently in hopes of increasing engagement and conversions. There’s a better way to market, and learning how to engage B2B customers is easier than you’d think—especially with the help of a Rockford digital marketing company like Cain & Company.
What’s customer engagement? Many forms of marketing and communications are one sided. Customer engagement encourages interaction, turning that one-way communication into a dialogue between business and client.
Customers engage with your brand in several ways. These can be summed up as CX, or customer experience, which is includes your customer service, any resources you place at customers’ disposal, your marketing comms, and the touchpoints in your sales funnel.
B2C marketers have long known and embraced the benefits of customer engagement. It’s time for B2Bs to catch up. Skeptical? Consider the following benefits:
So how can you boost engagement? There are a few concrete steps worth taking.
Effective marketing begins with understanding. Market research helps you better understand and reach your customers. But don’t stop there; ask yourself: how well do you understand your customers’ customers? Understanding their customer journey can give you valuable insights into your own clients’ struggles. In turn, it also helps you to engage in effective thought leadership, reinforce the relationship between your sales and marketing teams, and in doing so, effectively strategize for the longer term.
What else can you do with the data you’ve collected? Consider contextual targeting. Unlike behavioral targeting, which serves ads based on past search, purchase, and web activity, contextual targeting uses machine learning to display advertising that’s a natural fit for the site(s) a person visits. Where the former can seem unsettling and intrusive, the less-obtrusive nature of the latter (and the fact that it doesn’t rely on cookies, which a growing number of browsers and software can block) makes click-through more likely.
There are more ways than ever before to encourage and leverage customer engagement with your brand, among them:
If you’re finding it difficult either developing or staying on track with a customer engagement strategy, don’t guess. Get help from a company that specializes in B2B marketing for manufacturing. Cain & Company is proud to put our experience and marketing expertise at the disposal of manufacturing clients of all sizes.