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B2B online marketing experts cannot overstate how your marketing collateral, especially your website can help support your sales. The main difference between an online B2B and B2C initiative is the time lag between discovery and purchase. While B2B may have a slower process down the sales funnel, this offers unique opportunities for businesses to build relationships.
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Simple Rules to B2B Web Marketing
B2B online marketing experts cannot overstate how your marketing collateral, especially your website
can help support your sales. The main difference between an online B2B and B2C initiative is the time
lag between discovery and purchase. While B2B may have a slower process down the sales funnel, this
offers unique opportunities for businesses to build relationships.
Online marketing for a B2B has its own set of challenges. Here are a few rules on how to go about it with
ease –
Focus on Assisting the Client
Everything on your website from your copy to the design as well as the call to action should be pointing
towards educating and assisting the potential client. A B2B client is most likely reviewing the firm and
also comparing it with others on the web. If your website isn’t able to provide easy answers to the
questions they have, chances are they will abandon your offering in the decision making phase. Your
website should focus on the following –
- Easy navigation and positive user experience
- Comprehensive contact information
- Overall web design and function
Building Credibility
After you have finished working on a user-focused and functional website, it is time to aid your B2B sales
by working on building credibility. Chances are that your prospect is going to re-visit your portal and
social pages to gather information. It is thus important that you continue to update your blogs, social
pages and website with relevant information that keeps engaging its prospects. In addition to this, doing
so helps building trust without having to constantly rely on phone calls between the sales teams and the
buyers. A good content marketing tactic that is educational, valuable and catering to different decision
makers helps drive success.
Do not Over Stress the Sale
As contradictory as this may seem to the idea of building pages and profiles that boost sales, considering
that the sales cycle in such scenarios tends to be longer, closing in too early on a potential client tends
to intimidate the prospects. While you are offering educational and credible content, take into
consideration how your prospect will like to get hold of the information. People tend to get put off when
businesses try to hard sell. Prospects prefer to educate themselves and then contact you when they are
closer to making a decision. Holding back information behind long surveys and “How Did you Find Us?”
type questions tends to drive away prospects.
Finally, it is ideal to hire a performance based SEO agency that is able to help you meet your online
goals in the correct manner. Considering that the B2B sales process is more complex and lengthy it is
important that your marketing tactics aren’t very short sighted. The objective of your web marketing
strategy should be to ensure long-term nurturing and growth. The idea is to make sure that the
prospects return to your on a constant basis. By making the above mentioned changes you will be able
to ensure repeat visits and make the decision making process a lot simpler.
Get more information on: Performance Based Seo and B2B Online Marketing