Danny Bluestone, CEO & Founder, Cyber-Duck, speaks to Figaro Digital ahead of our Digital Transformation Seminar on how B2B businesses are not so different from their B2C cousins when it comes to producing content and optimising customer engagement.
How has the transition to digital transformed the way in which B2B businesses use content?
B2B marketers have been handed a huge responsibility. Many are responsible for digital transformation – and its seemingly colossal scope can be intimidating. After all, the term has been bandied about too much. It apparently covers everything from simply producing websites and apps, to incorporating new technologies (like AI, AR and more) into marketing strategies.
But its true purpose gives a better direction for businesses. I believe it’s really business transformation with a digital mindset – calling on technology to catalyse process efficiency and greater connection with our audiences. As technology proliferates, people demand a seamless, multi-channel experience from all brands.
All users’ adaption to mobile ignited this trend. It’s a key battleground not just for consumer marketers! Google’s survey of 3,000 B2B decision makers revealed 42 per cent use a mobile during the discovery and purchase journey. Just the same as consumer behavior, B2B purchasers turn to mobiles reflexively to learn, find, do or buy something. I’m especially excited by marketing tactics to target these impulses, or ‘micro-moments’, as termed by Google.
To achieve real digital success, B2B marketers must produce future-friendly content that can adapt, compel and influence users for mobile and beyond… as you’ll see voice interfaces really come into their own this year. It’s critical to create unique experiences that answer your audiences’ needs and desires, rather than using technology for the sake of it.
Creativity is possible in B2B. That’s where Cyber-Duck’s accredited user-centred design process comes into its own, blending qualitative and quantitative user research to ignite ideas. For example, we produced the wildly successful free UX Companion app to simplify annoying jargon for designers and marketers. The dictionary-style content is written purely to suit mobiles… and we’ve harnessed 40k downloads. But, voice-activated search is the future. We’re now adapting that content so you can ask us, personally – and are excited to bring that to Amazon Alexa soon.
What are some of the (most valuable /more cost effective) tools for optimising customer experience?
It’s so tempting for marketers to focus on tactics to increase traffic or downloads for websites, products and more. But the power of investment in conversion rate optimisation (CRO) is often underestimated. By fusing analytical investigation with creative experiments, marketers can examine, alter and test specific elements to discover whether they can turn a user’s glance into a conversion. A/B testing is a fantastic place to start, especially on your website (forever the shop window!) where seemingly small changes can make a huge difference. For example, for a recent client we simply increased the search bar’s size and removed content duplication in the login interface. This simple action increased conversions by 4 per cent.
As ever, these tests must be driven by your users and a cohesive user experience strategy rather than any gut feeling or personal preference. Avoid testing just the colour of a button! From the start of a project, we outline how personas can evolve from an early state (e.g. awareness, from the traditional purchase journey) to qualified leads – and how we could adapt the content, interface and features available. Testing’s place is for experiments to see what works best.
What advice can you offer to (B2B) brands trying to align product and brand awareness?
Ensure you’re ahead of the game and be where your customers are. Experiment with new technologies and platforms – providing content that’s fun, engaging and most of all relevant to your business.
For example, the use of personal assistants and voice search is predicted to conquer 50 per cent of all search queries by 2020. Google can now understand the user intent behind the keyword, and even predict what you want to search before you finish typing. Clever B2B marketers will optimise and innovate with unique content, building awareness by supportively answering next generation search queries.