{"id":84597,"date":"2021-01-22T08:00:27","date_gmt":"2021-01-22T13:00:27","guid":{"rendered":"https:\/\/www.drift.com\/?p=84597"},"modified":"2023-02-24T23:52:04","modified_gmt":"2023-02-25T04:52:04","slug":"how-to-create-digital-experiences-that-turn-your-prospects-into-customers-and-your-customers-into-advocates","status":"publish","type":"post","link":"https:\/\/www.drift.com\/blog\/how-to-create-digital-experiences-that-turn-your-prospects-into-customers-and-your-customers-into-advocates\/","title":{"rendered":"How to Create Digital Experiences That Turn Your Prospects Into Customers (and Your Customers into Advocates)"},"content":{"rendered":"

Your buying experience shouldn\u2019t start when your prospective buyer arrives on your site. And it shouldn\u2019t end once that buyer, you know, buys.<\/p>\n

84%<\/a> of B2B sales<\/a> start with a referral.<\/p>\n

That means your best salespeople are actually your current customers.<\/strong><\/p>\n

The buying experience needs to be an all-encompassing, personalized journey for each buyer that starts the moment they interact with your brand for the first time and continues long after the ink on their contract is dry.<\/p>\n

That\u2019s what\u2019s going to turn your prospects into customers…and your customers into advocates.<\/p>\n

I sat down with Enlin Chua<\/a>, Strategic Account Manager at Front<\/a>, to talk through examples of personalized experiences at each stage of the buying journey, how these experiences lead to higher conversion rates among your ideal buyers, and how to turn your new customers into outspoken advocates for your brand.<\/p>\n

What the Buyer\u2019s Journey Really Looks Like<\/h2>\n

Ah, doesn\u2019t this picture look nice?<\/p>\n

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Image source<\/em><\/a><\/h6>\n

Everything falls in little buckets, with each stage completely separate.<\/p>\n

We all know that\u2019s not how it really works.<\/p>\n

Even though you might spend every day thinking about your product, your customers don\u2019t . Throughout any sales cycle, you typically uncover multiple stakeholders with different opinions, lengthy internal processes, and competing priorities that add a level of complexity to the buyer\u2019s journey. When all is said and done, it ends up looking more like this:<\/p>\n

\"\"These complexities make creating the perfect digital buying experience challenging, to say the least.<\/p>\n

In fact, 80% of brands <\/a>believe they deliver a superior customer experience…but only 8% of customers agree.<\/p>\n

Your customers want more. And they’re frustrated when they don’t get it.<\/strong><\/p>\n

73% of customers<\/a> expect brands to understand their needs and expectations. And 64% expect<\/a> tailored experiences based on past interactions. Here\u2019s how to do it right:<\/p>\n

5 Ways to Deliver a More Personalized Buying Experience<\/h2>\n

So, how do you actually deliver a more personalized experience for prospects and customers?<\/p>\n

Here are five tried-and-true digital marketing tactics<\/a> you can use to build a better, more personalized experience for your buyers.<\/p>\n

1. Create Targeted Campaigns<\/h3>\n

If we\u2019re doing our job right as marketers, it means the right person receives the right message at the right time.<\/p>\n

And it works. Conversations started from marketing campaigns are 268% more likely<\/a> to convert from visitor to a lead.<\/p>\n

In order to meet your customers where they are, you first have to understand and define who it is you\u2019re targeting, and where in the buyer\u2019s journey they might be.<\/p>\n

Translation: You have to engage prospects and understand them in order to recommend the best course of action for them.<\/p>\n

Let’s look at an example in practice \ud83d\udc47<\/p>\n

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Here’s a closer look at each stage:<\/p>\n