As forward-thinking businesses continue their ongoing journey of digital transformation, there is a lot on which to focus  — from building the customer connection and providing a great experience to making sure employees have the tools they need – all in an effort to ultimately increase revenue. . None of this is possible, however, unless the sales team has technology and related tools to bring in new customers and stay ahead of the competition.

Growth in revenue is key to any company’s survival, but that also requires continual improvements and upgrades in digital processes. After all, tech-savvy customers have little patience for businesses with one foot in the past. The first step for delving into digital sales more deeply is to realize what the actual business goals are. There should be a focus on KPIs, beginning with expanding new and existing customer engagement, evaluating customer satisfaction, and taking action to provide the best experience over the long term.

Develop a Social Media Strategy to Connect and Convert

Social Media offers a tremendous opportunity to connect with your customer base. While social media may not necessarily be second-nature for sales teams,  the key is to ‘meet’ the customers where they are already spending a lot of time engaging with brands.. 

Gartner Research has pointed out that although social media is “the top channel for marketing,” it continues to be “puzzling territory for B2B marketers.” LinkedIn is of course the logical platform for B2B contacts, but Facebook, Instagram, Twitter, YouTube, and other more niche platforms like Reddit are an excellent source for reaching potential customers or buying committees.

“Always remember, the upshot of boosting engagement on social media is not just to get people to buy, but to make sure you are first on their mind when they are ready to buy,” states Gartner.

Direct Customers to an Engaging Website 

Reaching potential customers may be the first step, but directing them to a captivating website is important to converting them. A strong website builds trust and credibility, and encourages online commitments or purchases. Whether in a B2B or B2C environment, eCommerce customers are typically discerning regarding the following:

  • Initial graphics and copy of the website
  • Access to viable information like case studies and white papers
  • Speed and ease in moving from page to page
  • Comprehensive product information
  • Security in making purchases
  • Excellence in customer service
  • The ability to leave and read reviews

As a potential end touchpoint, the website is central to building the company brand, reaching and interacting with customers, and acting as the ultimate backlink for ad and email campaigns. It also offers customers the ability to make purchases at any time, working around their busy schedules.

Embracing the Power of the Omnichannel Approach

Most of us live in an omnichannel world whether we realize it or not. This begins with the cell phones that wake us up in the morning, immediately delivering content like discounts via text and promotions and information via email. 

Gartner defines omnichannel as “a synchronization of channels.” Spanning platforms from the mobile phone or tablet to the desktop PC and actual brick-and-mortar locations, these points all encourage customer relationships and even better – purchases. Further, omnichannel approches support the purchase process from discovery to conversion, along with fulfillment and post-purchase.

“Leaders boast high site-enablement of omnichannel capabilities and ample marketing efforts across email, social media, and display advertising,” states Gartner.

Rather than shying away from the non-linear aspect of omnichannel, businesses must lean in to the convenience afforded to customers, whether B2B or B2C, to learn about a product in person; explore, further on their phone or tablet; and then make the actual purchase either online on any type of device, or at a physical location. In fact, mastering the omnichannel approach for your  target market is the solution to beating out competitors.

Build a Tech Stack with Essential Digital Commerce Solutions – and Keep Adding to It

A modular approach to the tech stack means that companies can grow as their customers grow. The correct customer relationship management (CRM) software is key for the sales team, allowing them to maintain data and connections. McKinsey reports that “nearly two-thirds of B2B companies across multiple sectors support digital commerce sales.” 

They also make it clear that B2B buyers really don’t want to meet face-to face: “Two-thirds of corporate customers intentionally reach for digital or remote in-person engagement when given a choice. Moreover, they’re doing so at every stage of the purchasing journey. In all, eCommerce has surpassed in-person as the single most effective channel.”

Research shows that online chat services are key, and customers want full-service channels for eCommerce. To compete, the tech stack must excel at offering products and providing access to services, pricing and guarantees, and every aspect of buying.

The bottom line is that savvy customers expect a seamless and simple buying experience.. McKinsey recommends designing this experience with ”‘million dollar transactions in mind, treating eCommerce as a full-service destination.” Sales of all sizes should be accounted for in the design of the eCommerce experience and technology.

Expert Guidance for Your Digital Journey

Today’s customers expect an easy buying experience. From their initial online searches to any potential conversations they may have with a member of your sales team, buyers anticipate being able to find information online, access that information from any device or location, and have a clear understanding of the product or service they are considering. 

With the right omnichannel approach, tech stack, and strategy, businesses can exceed customer expectations, build brand loyalty, and make their company top-of-mind for potential buyers. 

Interested in learning more about improving your digital experience? Reach out to the team of experts at Object Edge for a free consultation.

About the Author

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Sarah Falcon

VP, Marketing Global

Sarah is a nimble and creative marketing leader with 15 years of experience in a mix of agencies, B2B, and B2C enterprises. She brings a background in building and driving impactful marketing practices and processes for growing businesses. Sarah has expertise in brand, content marketing, lead generation, and marketing operations. She’s a co-author of the 2019 book on B2B eCommerce Digital Branch Secrets: eCommerce Playbook for Distributors.

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