How B2B Companies Can Improve Lead Nurturing With Omnichannel Marketing
Lead nurturing is an important part of retaining customers and attracting new ones. According to statistics, without lead nurturing, 80% of new leads never turn into customers.
Companies who practice nurturing have seen a 50 percent increase in company sales at a 33 percent reduced cost. In addition, more than 35% of B2B organizations have lead nurturing tactics built within their marketing departments.
Omnichannel marketing for lead nurturing is one of the tactics gaining favor among B2B firms.
However, a corporation can only provide a good purchasing trip to its clients if it has a well-planned B2B omnichannel marketing strategy. So, let's take a look at how B2B organizations may use omnichannel marketing to simplify lead nurturing.
B2B omnichannel marketing: everything you need to know
The term "omnichannel" refers to a customer-centric marketing strategy that prioritizes the customer's message experience and engagement with the company.
In the B2B world, Omnichannel means being available and relevant in all of the places where a consumer expects a brand to be. According to statistics, omnichannel marketing has a 90 percent greater client retention rate than single-channel marketing.
Consider the following B2B omnichannel marketing strategies:
You must deliver important information to your target clients at the appropriate time and in the appropriate location. Here are some questions you should ask yourself to determine whether you are offering your consumers with the greatest content possible:
- What kinds of material do your customers get?
- When will your customers get the content?
- Is it true that the marketing tools you're using are assisting you in converting customers?
- Are your marketing initiatives tailored to the devices that your target audience uses?
- Are you able to effectively cross-sell and upsell your customers' extra products and services?
Once you've answered these questions, you'll be able to provide your consumers with the finest omnichannel experience possible. To answer these questions in a tailored manner, you must first get to know your consumer.
Another wonderful method to simplify the comprehensive omnichannel experience is to employ QR codes, which function across different platforms. Outdoor advertising and internet marketing may readily be combined.
Using a decent website, create a QR code that is tailored to your company's demands
By including it into your online and offline adverts, as well as other social media postings, you will not only attract new leads, but you will also get access to the users' vital contact information.
You may also conduct lead nurturing by sending consumers prizes, coupons, customised offers, and so on to new leads' email addresses.
Get to know your consumers
To provide an effective omnichannel experience, you must first obtain a thorough understanding of your target audience. Find out who your clients are, what their backgrounds are, what they anticipate from you, whether they have any issues, and what solutions they want from you.
You may do this by using social listening tools, consumer feedback, lead gathering landing sites, and other methods.
Make sure you're aware of all the ways via which your consumers may get your material. According to a Netsertive research, the following channels aid in attaining Omnichannel success:
- Advertisement on the internet.
- Platforms for social networking.
- Email marketing campaigns.
- Web and mobile search for messaging
- There will be live activities.
- This is your company's website.
- Promotions and engagements in-store.
- Website pages that are very responsive.
Customers are nearly always online thanks to the digital revolution, and they use several devices to do it. As a result, you should concentrate on optimizing your website pages for every device accessible, such as mobile displays, desktop computers, tablets, and so on.
It's crucial since most consumers will abandon your website if it doesn't open on their device. According to Google study, 98 percent of Americans move between devices inside the same day. As a result, having a mobile-friendly website will benefit them equally regardless of the device they use.
As a result, ensure sure your website is mobile-friendly. Emphasize product landing sites where buyers may provide their contact information.
How do you put an Omnichannel marketing campaign together?
Brand strategy, images, positioning statements, and messaging across all platforms, devices, and channels are all critical parts of an Omnichannel marketing plan.
Keep in mind that omnichannel marketing efforts have a big impact on your service and sales divisions.
So, here's a step-by-step approach to creating omnichannel marketing campaigns for your B2B company:
Focus on the fundamentals
Keeping it simple means concentrating on your social media accounts and official website. Make sure you're always connecting with your customers or other people that contact you through any of the social media platforms, such as Instagram or Facebook.
Also, make regular uploads to your social media accounts, such as your Instagram feed and Facebook status updates. Around 90% of customers want businesses to communicate with them in the same way across all platforms.
Create a brand-related app
Although this phase is optional since it depends on the sort of product and service you provide, if your customers would profit in any way from your app, you should consider it.
If you don't want to hire a full-time app developer, you may hire freelance app developers.
Make it a priority to provide solutions to your consumers.
When creating an Omnichannel campaign for your company, make sure your major emphasis is on resolving customer complaints. Make sure your consumers don't get stuck in any of the phases of your marketing funnel.
Although increasing your company's exposure and increasing sales are the primary objectives for using omnichannel marketing methods, offering a problem-free client experience is critical to success.
Ensure that your consumers who are texting and contacting your company are receiving prompt responses.
Use many channels to deliver the same message
To provide your consumers a consistent experience, you may employ the same message across all of your media. Make sure you're not utilizing boilerplate material, however.
For example, if you're running an ad across many social media networking sites, you'll want to provide the identical message to all of your customers. You may do that, but make little phrasing adjustments here and there to prevent copy-pasting text.
Overuse of boilerplate material may lead to duplicate content issues, which can result in social media and search engine penalties.
Provide clients with a CTA-friendly platform and a device
If you want to improve sales and consumer engagement, a call to action is a crucial part of any marketing strategy. As a result, you should include a good CTA while writing blog articles, marketing, sending a private message or email, or calling your consumer.
For example, connect your social advertising to your official website, include a link in your email offering to organize a meeting, and so on.
Because part of your audience may not use a mobile device to check their email, it's best if you avoid an automated app download CTA.
Major brand examples of outstanding omnichannel marketing for lead nurturing
Many well-known corporations use omnichannel marketing methods to improve lead nurturing. Let's take a look at some of the greatest among them:
Disney employs omnichannel techniques to highlight even the tiniest parts of the consumer experience. The first nurturing experience it provides to clients is via its instantly responsive mobile website.
On mobile devices, even its trip planning website loads swiftly, which is incredibly useful for consumers.
After booking a trip, customers may use the "My Disney Experience" service to help them organize their whole vacation. Customers may get their "Fast Pass" at this location.
Furthermore, its mobile application enables users to learn about all of the area's attractions as well as the "Wait Times" for each one.
The company's proprietary Magic Band Program complements its already superb omnichannel experience. Customers may use this item as a storage device for photos they take with Disney characters.
Customers may use it to place restaurant orders as well as as a hotel room key. Within the app, you'll also find a Fast Pass integration that will assist your travel go forward smoothly.
One of the greatest instances of omnichannel experiences is Starbucks' rewards app.
It provides clients with a free rewards card that can be used to make purchases. It also allows you to examine and refill your card using your smartphone, in-store, online, or via the app.
If you make changes to your profile or rewards card, they will be reflected instantly across all platforms.
It's particularly useful since it enables you to rapidly replenish your balance even when you're in the midst of a Starbucks purchase.
According to Think With Google, over 71% of shoppers who use their smartphones to explore in-store say that omnichannel engagement with businesses has become an important component of their user experience.
Sephora, a well-known cosmetics retailer, offers an omnichannel experience to its consumers by tying online purchases to in-store visits.
It is launching a Beauty Bag account for clients, which will allow them to utilize the brand's in-store iPads. Customers may use this account to learn more about a product and test it out virtually utilizing digital software.
Sephora enables users to add things to their wish list and purchase them later.
Customers may also get free makeovers and attend beauty courses.
By integrating the function of Beauty Bag, which connects in-store engagement channels, the company recognizes that its consumers have a wide choice of items to examine, which may overwhelm them. Sephora assists its customers in narrowing down relevant goods and maintaining a list of things they may purchase in the future.
As a result, we can see that Omni-channel marketing in business-to-business entails having significant knowledge of your customers' whole buying habits.
It allows you to focus on better servicing your target audience, resulting in higher conversion rates.
You'll also know exactly what works for your consumers and your company.