But some companies that sell to other businesses (B2B) are also creating videos to post on YouTube, as well interactive content on their company site. This is especially true for B2B companies, which tend to adopt a businesslike tone when communicating with people at other companies. On the B2C side, as the Salesforce blog has described, consumers expect personalization, but it’s important to realize that people who work at B2B companies are consumers in the workplace, too. What engaging B2B support content looks like. Customer-support software that incorporates video can also help agents resolve issues faster, which keeps those customers happy. B2B support teams, moreover, can use interactive content to personalize customer outreach and make it more engaging. Create engaging content for all customers. So, if keeping customers happy, upselling them on new products and quickly resolving any issues they encounter with current products are part of your agenda, consider giving B2B customers the same level of excellence in content that they receive away from the job: Make B2B content personalized to increase customer satisfaction; harness customer data to shape offers and extend assistance. Include rich media elements like video in ticket resolution and customer-training processes to humanize interactions. By providing engaging content for all customers, you can ensure that your company’s support interactions are more immediate and human.
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Companies today are spending a fortune on content to attract new customers. Businesses that sell primarily to consumers (B2C) in particular are creating dazzling ads and rich media communications. But some companies that sell to other businesses (B2B) are also creating videos to post on YouTube, as well interactive content on their company site.
Some of these B2B companies are launching engaging, personalized email campaigns to make a sale and maintain a robust social media presence, to promote their brand.
However, once a prospect becomes a customer, and the responsibility for communication shifts from marketing to customer support, the focus on creating content that wows the audience evaporates. This is especially true for B2B companies, which tend to adopt a businesslike tone when communicating with people at other companies. And the truth is, that tone is often dry and impersonal.
Dull, lifeless content isn’t painful only for the B2B customers who consume it — it can hurt your bottom line. Failure to keep up with your customers’ content preferences can be a serious problem. On the B2C side, as the Salesforce blog has described, consumers expect personalization, but it’s important to realize that people who work at B2B companies are consumers in the workplace, too.
They deserve interesting, personalized content. So, why not give it to them?
What engaging B2B support content looks like.
If you lead an organization that provides B2B support, then retaining customers, driving product adoption and successfully handling customer training issues are tasks on your to-do list. One of the best ways to accomplish these goals is to take a page from the B2C marketer’s’playbook and incorporate visual elements like images and video into your support communications.
Cisco research has estimated that video will account for 82 percent of online traffic by 2021, but many B2B support organizations still haven’t incorporated video into their support communications. A predictive content technique, like suggesting applicable content based on self-service site-usage patterns, can be valuable to increase satisfaction and retain customers.
In addition, customer support software helps liven things up, with video, and achieves a greater degree of personalization and interactivity so you can hit your customer retention goals.
For instance, you can create content…
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