The B2B environment is completely different from the usual “billboard on D1 and radio” style of marketing. B2B customers are divided into two groups: Those who are considering a purchase (in which case they decide within months) versus those who are solving a problem (in which case they want you NOW). Either way, your company website is the foundation for a successful business.
1. Content is king
Today, up to 80% of B2B transactions are essentially closed before the first meeting . At the moment of contact, your customers have already made up their minds. To pass this test of trust, you need to tell them what they want to know .
The emphasis is on two words – clarity and interactivity . The structure of the website must be clear and understandable, oman email list the visitor must not get lost in it. Focus on important topics and basic ideas and form logical units from them. Instead of long texts, use videos, infographics or animations.
2. No clichés!
Your customers are solving a specific need and want to know if you can fulfill it. Forget the cliché “We are the best and we know how to do it”. People who decide on long-term transactions worth millions have the right to know what you can do and what solutions you are able to offer them. They are interested in specific numbers, chat center for car dealers completed projects, references. They want to know if you are able to process an order tomorrow morning or in a month, what are the guarantees, crisis scenarios and who they will deal with.
3. Segment, personify
Remember – a CFO has different priorities than a civil servant. Define your target groups and tailor your website content to them. Try to put yourself in their shoes and ask yourself what motivates them to contact us? Savings, business to consumer reviews guarantees, speed or range of services?
4. Educate
Don’t just offer products, give your visitors informational value. Anything that broadens their horizons, educates them, or makes their job easier will give them a reason to consider you “the one who can do it.” They will come back to your website and share information about you. Expert articles, handbooks, case studies, all of these will attract your attention and capture potential leads.
5. Be transparent
We mentioned yogurts in the introduction, so let’s get back to them. When you sell yogurts, it probably doesn’t matter how long you’ve been on the market. When you sell aircraft engines, you have to convince customers that they can trust you. Absolute transparency is the basis of a successful B2B business , because trust comes first (and not just in aviation). Behind every brand there are specific people, stages of development and a story. Don’t be afraid to open up. When were you founded, who is your owner, what is your structure and what is the vision of future development. You have nothing to lose – only to gain.
6. Your business lives – so does your website.
The website is not a dead space, it is a place of “here and now”. Let people know about successful projects, about life inside the company. The customer buying process often takes months and the worst thing is to have the latest “Christmas party” in June.
