Digital companies are forced to carry the toughest fights when it comes to selling their own products and services. Regardless of your business, without a definitive online presence you will never get close to achieving your full potential. Therefore, a digital transformation of your business is crucial. And while 90% of companies don’t deliver technology as their primary business, their strong digital presence either pumped their numbers or at the very least kept them inside the fight, exchanging digital punches with their competition.
There are many ways in which you can get to a point where you can outperform your digital peers and we’re going to showcase the most important tips to follow.
One of the first steps is to improve your customer experience. When users arrive to your website or platform from their device (and there’s a ton of them; from smartphone to tablets, laptops and desktop computers), you want them to feel that they have an easy journey ahead. Your presentation needs to be relevant to their needs and your features need to be user friendly. Avoid heavy loading times for your pages as well as a confusing navigation from menus to links and footer, everything needs to be both responsive and intuitive. You don’t want users to think too much while being on your website. Your main purpose should be to offer them the right tools for them to intuitively take on the journey you propose them to savor.
But all of that cannot be achieved if you won’t attract new talent. And new hires look for more than just money today. They need comfort. They need an integrated and immersive office space. They need flexible work weeks and benefits packages. And the really talented individuals need even more than that to be convinced that your company is worth working for and investing hundreds and thousands of hours in. They need to feel confident that you have a progressive vision, one that is poised to make a difference, one that is not stuck in outdated ways of thinking.
Once they’ve joined your team that’s when the real battle starts to keep them motivated and engaged in your concept. Instead of diminishing their role, offer them opportunities to contribute to the growth of your company. Their ideas and thoughts about both your company and your products should be invaluable and above all else, a primary focus of yours. This way, you maintain their focus on your needs while their jobs will feel more fulfilling, wanting to stay a little bit longer.
Create your digital vision, frame it, definite it and execute it.
Once you have committed individuals backing your ideas and putting their effort into improving your connection with your users, the next best thing to do is to use data and analytics to draw conclusions on what’s next to change and/or improve. Tracking the interaction of your customers with your websites will give you the most efficient real-time results regarding your approach to certain campaigns. Tweak your campaigns and your website’s utility around these numbers and you’ll see an increase in satisfied customers and complete conversions in no time.
Only now is the time to think about increasing your profits. And that’s where a little bit of magic is needed in order to adapt to the ever changing marketing conditions. Follow trends and folklore, reconfigure delivery and payment models, modify value propositions and substitute new products and services when appropriate. Create new digital campaigns to reach your customers before your competitors do. Aim to stay ahead of the curve by being proactive. Always plan for the second and third steps and not for the present and what comes right after it. Predict interest from users based on search trends. In order to create growth you need to become a digitally savvy organization.
Studies have shown how B2C businesses are way ahead B2B companies when it comes to their digital approach and even among B2B companies, those which adopted digital marketing are 15% more profitable. So create your digital vision, frame it, definite it and execute it. Create that process based on metrics and a clear understanding of why you need it and where you’re going with it. If you want to continue to compete, then always adjust. And if you want to excel and take that number one spot, then be consistent in adjusting consistently.