Where visual design and SEO Combine – we know how to create a traffic and lead-generation machine on your website.
Well – aside from the obvious, that instead of going directly to consumers, we’re selling to other businesses – B2B buyers are often more sophisticated than your average consumer and are making bigger $ purchases. That’s part of the reason we love B2B marketing – in the past month I’ve gotten a call from a client that said we helped them get a lead that ended up in what will be a 300K lifetime value client. That is fun stuff to hear!
But ultimately, B2B has more in common with B2C marketing than you think – it’s still human beings that make the decision on the other end of the phone, or that are peering onto your website on a daily basis. You still need to tap into the emotional triggers, understand their fears and clarify the problem so you can decrease friction and get them to trust you.
We know how to tap into the marketing messages that are persuasive to B2B decision makers and can help you increase your leads from your website.
Persuasive Imagery and headlines: First you have to tap into what they psychological triggers are for your ideal customers and the decision makers within those companies. Then you have to emphasize both what they fear - and how not making a decision or buying cheap might bring to life those fears. Lastly, you have to help them imagine a better future, utilizing your company.
Trust factors. You have to help people trust you with badges, testimonials, reviews, pictures of your team, and clarity around your service. Drop the jargon, and include visual indicators front and center of why your company is more trustworthy than any competitors.
Call-to-actions. Give them the next obvious step – clearly and often. Not only is this good for user experience, but it will also make your B2B website design 10 times more effective. Don’t assume people know what you want them to do – tell them.
Are they humans? Yeah – they probably use Google for purchase decisions and research.
I believe many B2B professionals struggle in their adoption of social media for professional use, because they see it as a marketing platform as opposed to a professional networking tool.Read More
I frequently find myself thinking that the dumbest thing we Internet marketers ever did in social networking was to rename it social media. In the early days of Web 2.0, there was no such thing as social media.Read More
B2B sales has been transformed by the application of many B2C Internet marketing techniques, but there are limits to the Internet where I think B2C can learn something from B2B.Read More
Today’s business buyers are awash in a deluge of online information. Virtually every business problem, process, product, and service, no matter how obscure, seems to have garnered at least one blog post or forum comment.Read More
Which is more important in B2B social media, social or media? For way too many B2B marketers, the answer is media. In the B2B marketing community, content marketing has eclipsed blogging, engagement is measured in click-throughs, and gamification is sexier than conversation.Read More
This is the second blog post in a series that discusses the new breed of B2B buyer that has evolved in adaptation to the Internet and explores new rules of engagement that mirror those behaviors to maximize B2B sales and marketing effectiveness.Read More