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Ladda ner 10 frågor som förändrar din syn på internetmarknadsföring

Gör vårt självtest som sätter fingret på 10 st viktiga webbstrategiska frågor. Skriv gärna ut testet och gör det i lugn och ro, när du själv har tid.

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Att använda Flash, ljud eller video har i det närmsta räknats som kontroversiellt i B2B-sammanhang  i snart två decenier. Det är först på senare år som några modiga aktörer vågat  ta steget att föra marknadsföringsmetoderna framåt i den egna branschen. Dessa pionjärer har förstått att de som besöker företagets webbplats är samma personer som senare på dagen besöker Youtube eller en totalt upplevelsebaserad webbplats som bredbandsslukande DolceGabbana.com. Och det är precis samma människa som tittar på SVT Play eller spelar poker på datorn när barnen har lagt sig. Beteendet kallar vi för internetmognad och lockar marknadsdirektörer världen över att ta ut svängarna och förverkliga de multimediala drömmar de haft i många år men varit rädda att genomföra.  Tiden har kommit för B2B-företag att förändra sin webbstrategi och använda webben som scen.

Webben som scen

För över 10 år sedan började webben användas just som en scen. Det var då vi såg de första upplevelsebaserade webbplatserna.  Som jag tidigare skrivit om var det underhållningsbranschen, musik- och filmindustrin, som stod för de allra flesta av dessa onlineupplevelser.

När Jennifer Lopez lanserade sitt debutablum ”On the 6” och låten ”If You Had My Love” byggde man upp musikvideon kring den då redan kända modellen och skådespelerskans webbnärvaro.  Förutom att Jennifer Lopez hade 1999 års snyggaste webbplats, byggd av webbyrån Kioken och den kreativa byrån “Banned From the Ranch” hade man också byggt en specialversion som fanns med i musikvideon. Man tog Jennifer Lopez webbnärvaro ett steg längre– att göra den levande.

Men att musikbranschen var tidigt ute hade också sina nackdelar. Istället för att föra webbutvecklingen framåt, ur ett upplevelsetekniskt perspektiv, fick man ta ett par steg tillbaka. Internationella artister har fans från hela världen. Både i Sverige, i Kongo och Bolivia. Att göra upplevelsebaserade webbplatser var häftigt och effektfullt men handlade mer om en trofé för artisten snarare än en genomtänkt marknadsaktivitet.

Artisternas dilemma – företagens verklighet

Själv fick jag uppleva detta när jag var med och skapade den prisbelönta webbkampanjen för Roxettes album ”Room Service”, 2001. En webbplats som byggdes helt i Flash. Det var första gången (åtminstone i Sverige) som hela låtarna fanns att lyssna på i  full CD-kvalitet på en webbplats. På webbplatsen fanns avancerad grafik som rörde sig i takt med musiken som spelades och besökaren kunde inteagera med innehållet med hjälp av musen. Webbinnovation på hög nivå. Skivan sålde bra men klagomålen från mindre utvecklade länder var många och ledde till personangrepp. Fans i Bolivia kunde t.ex. inte ens öppna webbplatsen. Den tog för lång tid att ladda och stod stilla på flera enklare datorer.

Mitt i all uppståndelse fick jag ur mig ett töntigt utlåtande (som jag idag är ganska stolt över skall sägas även om jag kunde valt ett bättre tillfälle att säga det): ”Ibland är det bättre att ge få människor en stor upplevelse än att ge fler människor en obefintlig upplevelse”.

Artisternas dilemma är något internationella B2B-företag bör ha i åtanke. En del företag har marknader över hela världen och internet används inte ens i vissa områden. I några länder finns en dator per företag med internetuppkopplingar långsamma som en fax.  Man använder helt enkelt inte internet på samma sätt i Bolivia som i Sverige. Gör därför en noggrann översyn över målgrupperna och tänk igenom både en och två gånger vem som kommer att använda webbplatsen/innehållet och till vad.

Upplevelser effektiviserar försäljning

De första B2B-företagen som hade video och berättande animationer på sina webbplatser upplevde en revolution i sitt försäljningsarbete. De hade skapat en upplevelse istället för tråkig informativ brödtext. Att använda animation, ljud och video är mer intressant och övertygande än traditionella texter. När vi surfar på nätet läser vi inte. Vi söker och vill uppleva saker. I andra hand, när det inte finns något att uppleva, skumläser vi. Och i tredje hand går vi på normala brödtexter (som den här). Vi vill ha saker sammanfattade så att vi kan bilda oss en uppfattning om det vi hittat är så pass intressant som det verkar.

B2B-säljarna från företag som hade lagt ut multimediala presentationer kunde snabbt märka av en avgörande skillnad mot tidigare. Deras traditionella Powerpointslides var mer eller mindre ointressanta. Kunden de träffade hade redan varit inne på företagets webbplats, precis före mötet, och fått en snabb överblick av företaget gör, dess storlek, några exempel på kunder och ett antal USP (Unique Selling Points). Det ledde till att mötena ”kom igång” snabbare. Man fick tid till att bygga relationer istället för att informera och det blir affärer och avslut snabbare. En film på 45-60 sekunder om ditt företag kan därför vara värd många gånger kostnaden för att ta fram den.

Att skapa onlineupplevelser effektiviserar med andra ord säljprocessen. Och ännu mer korrekt uttryckt kundernas beslutsprocess. Att snabba upp denna gör att ditt företag spar både pengar och tid eftersom man får in fler kunder under en kortare period. Alla tänkbara resurser i föreget används alltså mer effektivt. Säljarena får tätare avslut, högre provision och nöjda, glada medarbetare.

Bli en förebild i den egna branschen

Ett företag värt att nämna är nätverksspecialisten Ciena som sakta har anammat denna metod och leder nu, utan större konkurrens, den egna branschen framåt. De positionerar sig på marknaden sig med hjälp av upplevelser. Deras innovativa webbplats är full med upplevelser och multimedialt innehåll. Bakom fasaden av upplevelser och en engagerad social medienärvaro finns produkter och tjänster för den som blivit riktigt intresserad. Ciena vill först och främst förmedla en upplevelse. Därefter göra affärer.

Ciena

Även företag som vill nå mindre företag satsar som aldrig förr på upplevelser. Squareup är ett företag som gör det möjligt för småföretag (och privatpersoner) att ta betalt med kort med sin Iphone. Sättet de har marknadsfört sin tjänst skiljer sig från andra konkurrenter. Här är det upplevelsen som förmedlar det smarta. Inte tekniska termer och snack om säkerhet eller processer. De har t.o.m gått så långt att det är känslan av att dra kortet genom företagets egna kortläsarprodukt som förmedlas.

Square up

Som det nämnts i ett tidigare blogginlägg, Per Gessle är Sverige bästa webbstrateg, har B2B-företag mycket att lära från musikbranschen. Hur man skapar lojalitet, hur man kommunierar med fans och inte minst hur man lär sig att lyssna. För att lyssna är första steget mot att kunna skapa en upplevelse. Lyssna in dina kunders behov. Vad tycker de är mest jobbigt med det ditt företag säljer? Vilka problem löser du? Lyssna in och paketera om din information och kommunicera som aldrig förr. Skapa sedan din upplevelser. Du kommer inte att nå alla. Men Ibland är det bättre att ge få människor en stor upplevelse än att ge fler människor en obefintlig upplevelse.

MB

Fotnot. Det bör nämnas att flera stora internationella företag fortfarande spärrar applikationsartade filformat som t.ex. Flash av säkerhetsskäl. Detta gör att deras anställda inte kan använda de webbplatser som innehåller sådana filformat. Kontrollera hur det ser ut hos dina målgrupper.


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