How to Boost Customer Engagement Through Online Marketing

B2B Online MarketingDuring Thursday’s Loyalty360 webinar, “6 Wins and 3 Fails in B2B Online Marketing,” Petr Passinger, Marketing Evangelist, Kentico Software, discussed some key strategies his company uses to boost customer engagement through B2B online marketing.

Passinger said three key strategies Kentico uses to boost customer engagement/customer loyalty are content marketing, blogs, and infographics.

Content Marketing for Kentico comprises:

Videos

Subtitles

Social Activity

Playlist

Link to Other YouTube Assets

Embedding Videos on Pages with Related Content

Channel Management

Backlinks

Its use of blogs:

Creates a community around the product and builds a solid brand and brand loyalty

Helps interaction with the company (surveys, polls)

Supports link building and SEO efforts

Organic search (New leads)

Regarding what drives customers to certain content, Passinger noted the following:

Guides/Tutorials (especially on newest trends): “Any article that helps you solve some problem,” he said.

Lists such as “Top Ten Places to find your Remote Control!”

Contests/Awards 

Reviews

Research/Infographics

Success Stories/Failures (case studies). Failure articles can be very engaging also, Passinger said.

What’s more, infographics represent a key customer engagement tool, Passinger said.

For Kentico, infographics focus on:

Brochures/Leaflets

Case Studies

Whitepapers

eBooks

Testimonials

Press Releases

Reviews

Surveys

Passinger also discussed the benefits of business email:

Tends to be accessed more regularly than personal email
Can be read at work and doesn’t invade private evening time
Signifies a better fit to your business if you are in the B2B market
Presents a formal identification of the source that can be read as saying, “I expect to be contacted”, unlike personal email
Increases the chance of matching the company to the person (either manually through LinkedIn or through business directory services such as DATA.com)
Enables easier gathering of lead intelligence before first contact

At the conclusion of his webinar, Passinger noted three things he would differently regarding B2B Online Marketing:

Closer contact with sales; employee rotation (“Bringing marketing closer to sales is really beneficial,” he said.)  
Hire consultants to support the personal development of own people; knowledge/skills have to remain in the company
Measurability for every activity 

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