You followed social media best practices to increase site traffic, but your site conversions are still low. What gives?
B2B usability design (or B2B UX) may be the issue.
As consumers in the B2B space continue to make more purchasing decisions online, B2B companies need to ensure their websites create the user experiences today's B2B buyers are demanding.
Content creation is often time-intensive. It can be costly. Most of the content you create won't immediately lead to a closed sale.
For B2B companies with limited marketing budgets, this can be frustrating.
As humans, we're hardwired to demand storytelling. Traditional stories involve relatable characters achieving some degree of success or closure. We enjoy these stories because we can empathize with the plight of each main character and want them to be successful.
Marketers are finally talking about storytelling. A lot, in fact.
The frequency of "Why Use Storytelling in Marketing?" blog posts and articles has gone from occasional to ubiquitous over just the past few years.
It's no coincidence that I attended three sessions at INBOUND 2019 alone about how storytelling can be used to improve marketing messages and strategies.
It's likely a daily occurrence. You visit a website. You immediately become confused. You leave the site and never look back.
If you had bothered to stick around for more than a few seconds, you might have found yourself asking:
But why would you stick around? There's not enough time in the day to read unclear value propositions, decode confusing processes, stumble through industry jargon or—worse yet—deal with companies that talk at you and tell you about how amazing they are.
