How to Build a Digital B2B Brand Experience

Shirley Stark
November 10, 2020

“We have entered in the era of the customer experience. Today, providing customers with outstanding customer service is essential to building loyal customers and a long lasting brand.” – Jerry Gregoire.

In recent times, we see a sudden growth in the importance of brand building, brand awareness, and brand experience. These factors were earlier not so significant; however, they have received importance due to the constant competition rising in the business world.

A brand experience is nothing but resonating with the clients and offering them what they expect by being parallel with your supply with their demands. Well, as McKinsey’s report claims, about 80 percent or above of word of mouth type of marketing comes from client experience, which is generally negative.

When we think about brand experience, we believe it is touching all the points that drive a prospect towards sales and being content at heart with the decision to make that purchase. The business world is moving towards digitalization, and B2B brands are no far from that.

In times of today, B2B ventures are more focused on building digital platforms so that they can reflect on their brand vision, persona, years of experience, and personally cater to prospects. Well, this way, they can easily offer the brand experience to each client and make sure it is positive.

Unique Ways to build a digital B2B brand experience to win your clients

There are different ways that you can opt to make the digital brand experience effective and heart-winning.

Build Up a Brand Persona:

Everyone enjoys storytelling; in your case, too, it can do wonders. The website is great to tell your story, i.e., about your past work, the mission for the future, products and services, and upcoming launches. You may set a persona of your brand by talking about it like a person where you discuss its expertise, strengths, uniqueness, and more. You can even talk about guidelines and create high-profile pages on the website. However, stay consistent as lacking uniformity can have a negative effect.

Having inconsistencies can put doubts in the minds of site visitors and mislead them about the company’s real work. Therefore, you must ensure to create a uniform brand persona to create an aura like never before.

Personalize Their Brand Experience:

Personalization has become the dire need of the market. It is nothing less than the art of transforming your client behavioral research into a tailored user experience. You first spend time identifying and analyzing and later using the collected data to create a personalized brand experience.

As per McKinsey, personalization is great to limit the acquisition costs by almost 50 percent or even more. It can improve the rate of response and revenue by 5 to 15 percent overall.

As claimed by Walker Information, due to the demands of the B2B market, the sales cycle based on the relationship between B2B companies have always had an impactful capacity to customize the brand experience.

However, with the change of time, there are many independent online buyer research and e-commerce websites available; therefore, some online customer journeys seem less personalized than ever.

It may require a large amount of investment in doing research and analysis; however, developing a deep understanding of your client is a matter of art that needs to be constantly taken care of. Once you master that art, you may conquer the trend of personalization.

A good digital client experience is all about offering a seamless and personalized treatment, and the skills once had will assist you in executing it effectively.

Simplify Your Products And Services For Clients – When a prospect visits your website, he or she expects it to be in ideal shape with ease of understanding. Especially in the case of a brand and its products and services, prospects wish to go through it quickly and ease of understanding while, in reality, companies fail. To make the webpage look flashy and appealing, they make it a maze, difficult to comprehend.

As a marketer, you must make everything convenient for clients and simplify the product and services section of your website. You can bundle up products and descriptions to make classified explanations. You can even strategize site navigation to make it easy for site visitors to walk through.

Evaluate And Certainly Improve:

The constant focus on customer experience allows brands to use plenty of data for multiple causes. The collected data can be evaluated and used for making big improvements. This data was collected to measure customer preferences, buying habits, and other causes.

Therefore, you can use this information to evaluate, access, and improve your digital services to upgrade one step up.

Tell Your Prospects They’re Special:

Prospects enjoy the feeling of being special. You can do so by offering them a variety of promotional offers, occasional discounts, and referral codes. These referral codes will maximize your customer reach and enrich their brand experience too.

There can be varied ways to make your audience feel special; you can even do that by offering constant customer support or taking their feedbacks, or simply acknowledging them for being a part of your client base.

Well, that depends on the type of audience you have and their interest. Remember, your audience has many organizations like you who are crossing all limits to impress them. Therefore, you need to stay unique and make your approach more client-centric.

The Benefits Of Building A Digital B2B Brand Experience

Well, there are multiple advantages to offering a great digital brand experience in the B2B industry. Some of them are as follows:

Helps to drive motivation in employees: One major benefit that you will witness is a good brand strategy not only benefits the company but its employees also.

It triggers the motivation and direction of employees to attain objectives. The question that many employees miss out is, “why are we doing this?” is not skipped as they are reminded every time to stay motivated and work in alignment.

This eventually helps in growing the overall business and creates a healthy environment for a progressive future. It is believed that about 78 percent of team workers seek values to resonate with so that they can work in alignment, especially the young team members. The purpose of the brand decides the effort and motivation of the employees.

By defining a purpose, an organization can strategize methods to attract customers and add value to their brand experience. Setting a purpose can enable the team to eliminate lethargy and work with focused heads so that a noticeable result is achieved.

The purpose is as much important for B2B organizations as it is for B2C. Therefore, as a venture, you have to send out a loud message of unparalleled expertise that motivates prospects to become potential clients.

Helps In Building Equity:

In times of digitalization, many well-established companies focus on building equity through a healthy brand experience. Companies try to give the same brand experience from every corner of the world to keep the brand emotion the same. This builds equity and brand loyalty.

The consistency that brands try to develop help in building equity for your business with the same visual and verbal personality or identity for your venture while communicating through web chat or other methods. Sooner or later, the audience starts associating oneself with the brand and grow a mass customer base.

Helps In Driving Brand Loyalty:

In recent times, brand loyalty has become most crucial, especially when there are so many options for the audience to make a choice from. With a quality brand experience, personalized services, and convenient purchase journey, we are sure you can drive brand loyalty.

It is believed by 73 percent of people in the business that investing in brand experience has proved to be helpful in improving their business performance. Not only this, but it has also enhanced its customer chain, increased word-of-mouth referrals, and strengthen the trust factor.

Concluding Note:

As they say, consistent small steps lead to bigger destinations. With small changes and techniques, you can make a major difference to the overall B2B brand experience. Customers enjoy the grace of being special to you and being a B2B venture, and you must know how to fulfill your clients’ expectations and make their experience exhilarating. A good brand is not what makes a good product but the one that makes the customer experience better than its competitors.