How do you increase customer engagement?
Everyone in B2B marketing is competing to capture the attention of our best prospects and customers, and that’s not easy. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload.
With research and buying habits from our personal lives influencing our professional lives, there’s a battle for attention that’s getting tougher to fight every day. Just like we disregard a commercial on TV or an ad in a magazine due to its lack of relevance to us, we also block out communications from brands that don’t resonate or address challenges we’re facing.
Engagement is the new currency in B2B marketing. When we can capture and hold the attention of our personas, we have a real opportunity to nurture and mature our relationships.
Here are four things to consider when trying to build trust with your audience:
Focus your efforts on those you want to engage
The notion of mass communication has been proven to reduce engagement and ultimately dilute performance. Getting people to read your latest eBook or visit your website is fine, but if none of them have the potential to turn into customers, have you really achieved anything?
A better way is to get specific with whom you want to reach. An Account-Based Marketing (ABM) strategy can help focus your efforts on personas that have the highest propensity to engage with your message and turn prospects into customers at a higher rate.
Target for engagement
To target for engagement, you first need to build a target account list involving your sales team. In doing so, you should answer these questions:
- What companies are most important to achieving your revenue for the year?
- Who are the 20% that are going to drive 80% of your results?
You can take a few different approaches to build this list: Engage a predictive analytics company; identify the vertical industries the sales and marketing teams are already targeting; or understand how strategic accounts are included in your target account list.
Whatever path or combination of paths you choose, you need to collaborate with your sales team and ensure they provide insight on the list based on their experience in the field.
Once you have your target account list, begin marketing to these accounts to increase your awareness among them. You can’t control when those accounts will evaluate solutions like yours, but you can make sure that you are top of mind when they do and that you deliver relevant, contextual content that keeps them engaged and helps throughout their journey.
Consider continuous campaigns that will keep you in the game but reduce waste through specific targeting.
Measure by engagement
Most marketers want to focus on an attribution model that shows revenue optimising for channel and assets - and that’s a good thing. But don’t lose sight on indicators that can provide key insights into what drives that attribution.
Before you begin your engagement-focused campaigns, take a benchmark for 30 days to understand how your accounts are currently engaging with your campaigns. This will be imperative to understanding the impact of your marketing on those accounts.
Then, as your campaigns launch and complete, measure the engagement you achieved with your target accounts. The accounts that increased the most represent the lowest-hanging fruit for deeper-funnel campaigns that drive those directly attributed results.
Enable sales to identify and act on engagement
Around 80% of website visitors aren’t from accounts that are likely to buy your solutions. So, focus on what matters most to the ones in the 20% - accounts that are engaged and most likely to turn into sales opportunities.
When there are spikes in engagement from an important audience, capitalise on and convert that engagement into business results. This can be easy to do when you have known people in your database, but it proves trickier when those triggers are anonymous.
It’s critical to be able to identify both types of spikes and supply sales with the intelligence they need to get ahead of the competition.
Leads alone are no longer adequate for your business. With limited attention spans, we must be able to drive deeper engagement with our target accounts and turn that engagement into actionable insights.
Then, we can determine our campaign performance and enable sales teams to act. Engagement - through relevance, timing and enablement - is how we will deliver the best results.
For more on best practices in B2B marketing for small businesses just follow the link below>>>