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How Can You Optimize Your Digital Customer Experience?

Jan Schauenberg
22 November 2019

What factors are relevant when it comes to optimizing the digital customer experience? And does your business have what it takes to successfully carry out the digital transformation? Digitalizing your business, or aspects of it, comes with a set of opportunities, threats, and challenges. However, the benefits associated with digitalizing your B2B business are immense.

Here are some digital customer experience trends to point B2B marketers and sellers in the right direction. These tip-offs, market-derived statistics and interpretations should help with pinning up the right business digitalization and marketing strategies.

Blogging is the Best Social Media Platform

According to HubSpot, 55% of marketers claim that creating content is their top marketing priority. Unlike most other social media platforms, B2B marketers can use blogs to add more value to their digital customer experiences. B2B sellers can optimize blog posts by offering more detailed information regarding what customers are looking for – not merely about products they have in-store but also details about the seller. Tiny, news bite-sized posts pushed through Facebook and Twitter are sweet, but the sober customer will look to the seller's blog for more information. While here, they may as well click on a Buy Now button.

B2B is Catching up to B2C in Visual Content Use

More B2B businesses have opted to use text-only posts in their digital content marketing campaigns, until now. This contradicts earlier perception that using "casual, light-hearted" content could dissolve a B2B seller's offering and haunt their reputation. Borrowing a cue from B2C’s comparatively heavy emphasis on visual content marketing, B2B marketers are using more photos, video and other visual cues than previously. HubSpot reported that the need to engage, compel and appeal to a “sharing” customer base is driving this change of heart. For example, a tweet that contains an image is retweeted about 150% more times than a text-only tweet. There are also various visual marketing design templates available for use to help amplify your digital customer experience.

Use More Video

Today, 81% of businesses use video as a marketing tool, while 78% of people watch online videos every week, and 55% view online videos every day. According to Cisco, online videos will even make up more than 82% of all consumer internet traffic by 2022. Clearly, video content is more engaging and provides a more appealing digital customer experience than other visual content on the web. B2B sellers can take advantage of this. Customers want more video. B2B sellers would do well to amplify their digital agenda through engaging motion pictures.

Ease the Web Browsing Experience

To improve the digital customers’ experience, sellers need to ensure that their website is well laid out in such a way that makes it easy to navigate. Buyers need to be able to find exactly what they are looking for, and quickly too. Two areas to optimize will be your website load times and mobile user experience. Slow load times (8 seconds and beyond) have shown to encourage up to 6% customer bounce rates in B2C marketplaces. While reports on B2B online platforms bounce rates accrued from slow and less mobile friendly websites remain inconclusive, the B2C situation can repeat itself in B2B cases too.

To Sum Up

The aforementioned digital customer experience trends are only a few examples. These and more will continue to present opportunities to the B2B sellers willing and able to leverage and optimize on them. In the same way, B2B sellers that are unwilling and unable to implement the growing digital customer experience enhancers might find it hard when it comes to optimizing their customer experience hence lower customer retention rates.

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