Why do you need B2B website promotion?
Posted: Tue Dec 17, 2024 4:09 am
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26 June 2022 9:52
Why do you need B2B website promotion?
Alexey Ereminsky
Head of Content Department at expert-content.ru
Content
Differences in goals: for image, for sales or for loyalty Customer segmentation in B2B promotion
B2B Promotion Tools
More about B2B website promotion
The goal of promoting B2B companies is often considered to be increasing sales. But sales are not the only task that B2B website promotion solves. In the article " What is the B2B segment in simple words with examples " we explained that the key feature of business-to-business sales is a long transaction cycle. In B2B, impulsive transactions are rare; as a rule, the decision to purchase is made by the decision maker (DM) together with the PI (Persons Influencing the Decision) over a long period of time. They study all options, calculate efficiency and look for the most advantageous offer.
Therefore, the marketing goals when promoting a B2B website can be:
building an image of an expert in your field and a reliable partner;
customer retention and loyalty building;
direct sales.
We will tell you more about how to solve these problems when promoting a B2B website in this article.
Differences in goals: for image, for sales or for loyalty
A website is a tool that solves specific problems. What goals you want to achieve when promoting a B2B website should be defined "on the shore", before you start creating the buy phone number list website. To do this, you need to divide the target audience into segments, describe the pains and problems and, depending on them, determine what you want to achieve with the help of the website. We talked about segmenting the target audience in more detail in the article " What is a B2B segment in simple words with examples ".
Image promotion of B2B website
The way your target audience sees you is your image. If you sell a complex product for tens of thousands or hundreds of rubles, it is important for you to invest in the image of a reliable partner for your future clients. You do not try to sell "head-on", but promote your company through the intangible values of your offer.
Image promotion of a B2B website is also important for large companies that have gone public. A powerful brand helps them maintain the company's capitalization and ensure the growth of shares on the stock exchange.
You need to develop a value proposition for B2B website promotion. This means presenting your offer in an accessible manner. Describe what exactly your client will receive. In it, you reflect the benefits that are important to the client, not to you.
For example, we write on the website: our company "Romashka" has been on the market since 1996. In fact, the client is interested in something else: whether you can deliver spare parts to the warehouse within 3 days after placing the order and what the guarantee will be. Even in the image promotion of the B2B website, refer to rational arguments: figures, facts, calculations. Facts, figures and social proof (reviews and cases) will be the best confirmation of your competence than promises and "big words". Post a portfolio, show with whom and how you work.
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B2B website promotion for direct sales
If you sell a standardized product on the B2B market, you need a website that will convert visitors into customers. When promoting a B2B website, contextual advertising or placing links on aggregator sites or partner resources will suit you .
Here is an example of a website that is aimed at B2B sales:
001.png
B2B website promotion to increase loyalty
Attracting new clients is always more difficult than retaining old ones. In the B2B sphere, this axiom is even more obvious - the transaction cycle is long, before concluding contracts for supplies or services, potential clients literally examine your offer and company under a microscope.
You need to spend a lot of money on building the company's image, then on attracting leads, warming them up and selling them directly. Therefore, it is important that your website not only attracts new customers, but also helps retain old ones.
Think about what questions and problems your clients may have after signing a contract and try to answer them using the "Clients" section on the site. For example, Bitrix24 has created a whole knowledge base for existing clients, where they can find answers to most questions.
26 June 2022 9:52
Why do you need B2B website promotion?
Alexey Ereminsky
Head of Content Department at expert-content.ru
Content
Differences in goals: for image, for sales or for loyalty Customer segmentation in B2B promotion
B2B Promotion Tools
More about B2B website promotion
The goal of promoting B2B companies is often considered to be increasing sales. But sales are not the only task that B2B website promotion solves. In the article " What is the B2B segment in simple words with examples " we explained that the key feature of business-to-business sales is a long transaction cycle. In B2B, impulsive transactions are rare; as a rule, the decision to purchase is made by the decision maker (DM) together with the PI (Persons Influencing the Decision) over a long period of time. They study all options, calculate efficiency and look for the most advantageous offer.
Therefore, the marketing goals when promoting a B2B website can be:
building an image of an expert in your field and a reliable partner;
customer retention and loyalty building;
direct sales.
We will tell you more about how to solve these problems when promoting a B2B website in this article.
Differences in goals: for image, for sales or for loyalty
A website is a tool that solves specific problems. What goals you want to achieve when promoting a B2B website should be defined "on the shore", before you start creating the buy phone number list website. To do this, you need to divide the target audience into segments, describe the pains and problems and, depending on them, determine what you want to achieve with the help of the website. We talked about segmenting the target audience in more detail in the article " What is a B2B segment in simple words with examples ".
Image promotion of B2B website
The way your target audience sees you is your image. If you sell a complex product for tens of thousands or hundreds of rubles, it is important for you to invest in the image of a reliable partner for your future clients. You do not try to sell "head-on", but promote your company through the intangible values of your offer.
Image promotion of a B2B website is also important for large companies that have gone public. A powerful brand helps them maintain the company's capitalization and ensure the growth of shares on the stock exchange.
You need to develop a value proposition for B2B website promotion. This means presenting your offer in an accessible manner. Describe what exactly your client will receive. In it, you reflect the benefits that are important to the client, not to you.
For example, we write on the website: our company "Romashka" has been on the market since 1996. In fact, the client is interested in something else: whether you can deliver spare parts to the warehouse within 3 days after placing the order and what the guarantee will be. Even in the image promotion of the B2B website, refer to rational arguments: figures, facts, calculations. Facts, figures and social proof (reviews and cases) will be the best confirmation of your competence than promises and "big words". Post a portfolio, show with whom and how you work.
000.png
B2B website promotion for direct sales
If you sell a standardized product on the B2B market, you need a website that will convert visitors into customers. When promoting a B2B website, contextual advertising or placing links on aggregator sites or partner resources will suit you .
Here is an example of a website that is aimed at B2B sales:
001.png
B2B website promotion to increase loyalty
Attracting new clients is always more difficult than retaining old ones. In the B2B sphere, this axiom is even more obvious - the transaction cycle is long, before concluding contracts for supplies or services, potential clients literally examine your offer and company under a microscope.
You need to spend a lot of money on building the company's image, then on attracting leads, warming them up and selling them directly. Therefore, it is important that your website not only attracts new customers, but also helps retain old ones.
Think about what questions and problems your clients may have after signing a contract and try to answer them using the "Clients" section on the site. For example, Bitrix24 has created a whole knowledge base for existing clients, where they can find answers to most questions.