Websites with a business-to-business audience have different needs than retail and consumer goods websites. Sometimes, it can be challenging trying to determine the best strategy for a “B-to-B” website. Here are a few elements that will help engage visitors and build an appropriate online reputation.
Highlighting Case Studies
A case study is more than analysis; it is a story about your company, a detailed description of what you actually do, and a testimonial in disguise. When you offer a service that caters to business owners, you often need to have a conversation with them to truly convey the value. Before you are able to get on the phone, tell them the story with case studies from your already succeeding customers. Although case studies do not have to be very lengthy, they usually provide more detail about the goal, project, and solution than a typical testimonial quote would. This solidifies that you really do have real customers and they are getting good solutions.
Demonstrating Expertise with Forward-Thinking Articles
Don’t think of a blog as a personal soapbox. Things on the Internet have changed, and large fortune 500 companies are managing blogs with frequent content. In fact, the blog can even have a unique title like “Resource Center” or it can have a fun brand title that goes along with your slogan. The important focus is to build high-quality content that will continue to feed your audience with new information. This poses you as an expert in your field. It demonstrates that you are actively thinking about your industry and how to engage with your customers. Your topics can focus on common misunderstandings about your industry, little-known facts or mistakes that customers make, recent news that affects your industry, or news that affects how your customers make decisions.
Customized Lead Generation Forms
A contact form is commonplace for any website. But have you thought about what your form should ask the customer? In fact, you can design a variety of forms that better meet your initiatives. One online form can be a simple “Ask a Question” form with minimal fields like Name and Email Address, allowing the visitor to reach out without being too nervous about providing a lot of personal information. You can use the basic information to help the customer with their question to fulfill that need, but also follow up with them to attempt to stay in touch – perhaps encourage them to opt into a newsletter.
Another more lengthy form can ask very specific questions to filter the visitor into an ideal prospect. For example, the fields might include: type of service interests, budget range, if they have a current project that needs reviewing, and what their deadline is. This kind of form is more challenging to attract visitors to finish, but there are some techniques to entice them – such as offering a free white paper or free giveaway item. When a few people do willingly complete the form, you receive a much more targeted lead in your mailbox.
Define who your ideal clients are and illustrate their typical needs. Instead of thinking about describing your product, think about the industry lingo these clients are accustomed to and how they might describe their needs. What problems could they behave that you can solve? What might they search for when trying to find a solution for that missing element in their business? The phrases most familiar to your client should be present on your website. In fact, you may devote a web page to each specific industry.
