Your website is probably the first thing most people see when it comes to your brand. It is your digital storefront that you present to prospective buyers, clients, and partners. Many B2B companies don’t have a brick-and-mortar location for clients to visit, so having an online version is crucial. Even if you do have a physical business, you need to be representing your brand on the internet. It’s not likely you will see foot traffic from millions of businesses, but with an online presence, your doors are always open for virtual traffic of the estimated 28.8 million small businesses in the U.S.
Creating an Impactful Website
You need a site, but just throwing up any old B2B website isn’t enough. You aren’t just competing with other businesses like yours in town, you’re competing with all the other businesses online that are like yours. It’s likely you’ll have at least one or more competitors, so your site needs to stand out. In order to engage more personally with potential clients, here are some key factors to ensure your website stands out.
Engage the Reader
Creating compelling content is one of the best ways to drive traffic to your site. In order to explain how your service or product is essential to other business owners, you must first capture their attention and then keep then reading. Engaging the reader is crucial – you have to grab them the minute they land on your page and give them content that makes them stay, hungry for more information. While the content is the most important element, the design is key as well. Interesting graphics and images that help tell the story, as well as clickable links to further information or more articles, will keep visitors engaged longer.
Almost half of all B2B searches are done on a smartphone, and by 2020 it’s projected that number will be 70 percent, so if your B2B website isn’t already mobile and responsive, now is the time to get on that train. Busy business owners may only have a few minutes between meetings or lunches to surf their smartphones and see what business solutions are out there. If you want that prospective client to find your site and stay on it, your site must be mobile-friendly.
In a recent study, 90 percent of people surveyed stated that product videos are key in helping them determine if they will purchase a product or service. Videos are a great way to quickly get your message across, and people are more likely to share them than other forms of content, giving your social marketing a boost on popular social platforms. They are also a great way to present you and your product virtually.
Create Excellent Content
Content is still king when it comes to B2B marketing. Almost 70 percent of the buying journey a buyer takes will be a digital journey that ends in them making a decision of whether or not to buy a product or service. The bigger the impression your content makes, the better chance you have of turning those visitors into buyers. Content must be informative and relevant, and needs to address the needs and wants of your prospective partners, so make sure the content is personalized to appeal to your perfect buyer’s persona.