While you may not be able to connect with clients live and in-person these days, that doesn’t mean that you’ve lost the ability to engage and interact with potential clients. Many creative and agile B2B companies are learning to pivot during these trying times by deepening engagement online. Below are some helpful strategies for how to increase communication and traffic to your B2B website—now and into the coming months ahead.
Communicators have turned to video as a workaround for serving existing clientele and reaching new ones. Shared experiences like webinars, vlogs, presentations, and workshops keep your audience coming back to your site for useful, informative information. This interaction creates a lasting connection and deep brand loyalty. The statistics on video speak for themselves:
- 84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video. (Source: Neil Patel)
- 97% of video marketers reported that video increased user understanding of a product or service, and 76% reported video helped them increase sales. (Source: Wyzowl)
- Including a video on your landing page can increase conversions by more than 80%. (Source: HubSpot)
- 56% of consumers believe that a company should have video content on its website. (Source: Forbes)
WellAware’s use of a video case study allows viewers to make an emotional connection with the brand. They present social proof that gives potential customers buying confidence. The video is much more personal and interesting than just a written case study.
Brand Storytelling with Animation
Animation can be an excellent UX design technique to help capture and hold a user’s attention and decrease click-through rates. Animations create a rich visual story about your company or products. As they guide a user through your B2B website, they help indicate where to click, improve conversions, identify errors in forms, and so much more.
cSubs uses animation to explain the benefits of using their software. This is a fun way to grab attention and take the user through the story of what sets them apart from the competition.
Each positive interaction with your B2B website gets a person a little more invested in your brand. Tailor-made, online experiences make your website stand out and make users feel catered to. Games, questions, and interactive modules engage users and get them excited about your company and your products or services.
Glasses giant Warby Parker uses a quiz to get customers fired up about their next new set of frames. Quizzes let you find out more about your customer, this in-turn makes clients feel special and listened to.
Website interactivity is a very important ingredient for any B2B web design. Companies benefit from boosting their interactive self-service components because they help answer questions and guide buying decisions—this leads to sales.