Website developers were originally programmers, not marketers. It is for this reason that the technical side of the project has evolved before the elements of sales and promotion. We still come across technological sites on which it is inconvenient to place orders, it is difficult to find price lists or contacts. But at the same time, from the point of view of a programmer, the site is perfect.
The main goal of the site is to increase business profits, increase sales and applications. To do this, the development team must have a marketer who sets the main direction for the project. Only after that the designer is connected to give the site a certain shape. And not the other way around! It would be a mistake to start development from the site design, since the designer is not a marketer or salesman. In B2B projects, it is necessary to foresee in advance the possibility of website promotion, its modification in the future and the possibility of connecting other modules (for example, integration with CRM).
The correct approach is to start with the development of the goal and objectives of the project. The next step is your internet marketing strategy. That is, we go from the main thing – to detail, and not vice versa.
What are the goals of the site in B2B
Your company’s presence on the Internet is a complex task, and it solves several issues at once. At the expense of the site, you can:
cover new regions,
expand the dealer network,
strengthen the brand’s position in the market,
simplify communication with clients,
automate business processes.
When setting tasks and for the correct positioning of the site, it is necessary to form a unique selling proposition and study your target audience. The main question is why customers will be interested in your product or service? And here it is important to analyze each segment of the target audience, which will allow building communications on the site and in advertising campaigns.
To determine your target audience, you should study:
The portrait of the client, which includes: gender, age, interests, income, needs. For each segment, clarify the problems that your product or service will solve.
Doubts and objections that arise when buying.
Stereotypes that prevent you from making a decision in favor of your product.
Competitive advantages and uniqueness of your products.
The uniqueness of your commercial proposal.
Algorithm of interaction with site visitors.
Targeted action that will be the result of advertising and promotion.
Each of these points will help to better understand consumers and form the correct communications of all business structures of the company.
How does the development of an Internet marketing strategy for a B2B website begin?
To begin with, you should conduct an audit and analysis of the current state of the project in order to outline a starting point. The current marketing performance metrics will be the starting point for measuring results. What should be included in the audit:
All advertising channels currently in use.
Analysis of site positions by main keywords.
Conversion rates of visitors to customers.
Additional technical tools and CRM integration.
Marketing and promotion costs at the moment.
The next step is to analyze competitors and study the demand for your products / services. It is important to learn all the features of USP in your market niche in order to form the best offer. You will be able to find out the basic elements of interaction with consumers, positioning, promotion methods and approximate advertising budgets. Also, based on the sites of competitors, you can assess their strengths and weaknesses in promotion, so as not to repeat mistakes. Niche capacity is an important metric for predicting customer demand and needs. This preparation will create the basis for the strategy.
What is a B2B internet marketing strategy
First of all, business goals for the marketing strategy are formed. At this stage, the answers should be given – what are we trying to achieve in the end? All goals and results should be described not only in general terms, but also expressed in numbers. Only in this case it will be possible to evaluate and compare the results in order to see whether the goal has been achieved or not. You cannot define business goals in the form of “increase sales and profits”, since an increase in sales by $ 10 will already be a formal increase. We need precise goals in amounts and specific values.
Relationships with customers and the specifics of selling a product is the second stage of the strategy. It involves studying and segmenting the target audience, studying the needs and pains of customers. It is also important to understand the decision-making algorithm in order to determine the most significant indicators and product characteristics. Most often, in the B2B sphere, enterprises enter the market not with 1-2 products, but with a product line. At this level of promotion, you need to identify the products that will become the “locomotive” of sales. They are distinguished by low cost and high demand. Sometimes, in order to build relationships with customers and expand sales regions, the most popular product is offered at a very low price with minimal margins. This attracts new customers, and in the future creates loyal customers from them who will become regular customers. Positioning the company in the market will allow it to take its definite place in which to consolidate its position. The uniqueness of products is the most important indicator, since there are many manufacturers of similar goods among competitors. However, not all companies take care of their customers, provide service, provide installments and other pleasant bonuses to customers.
Basic information for developing an effective strategy will be to study the current situation in the marketing of the company:
Analysis of Internet Marketing Results.
Study of competitors.
Determination of the potential level of demand.
The planning of the strategy and tactics of promotion is carried out for each advertising channel with the specification of budgets. This includes:
SEO promotion of b2b sites in organic search.
Social media presence.
Stages of website design for B2B
Studying search queries and collecting semantics will help you understand what site structure will be optimal. Based on the search query base, the main pages and sections are determined that will be filled with unique content. If in your field of business the goods are rare and expensive, then most likely they will have low competition and the site will be able to enter the TOP. A large number of low-frequency search queries in this case attract new visitors and buyers. The benefits of SEO optimization at the development stage are obvious – the site will be indexed better, which will also have a positive effect on the site’s position in search engines.
To develop a site, you need to draw up a technical task. Without this, it is impossible to determine the amount of work and the cost of the site. In addition, technical implementation implies many options for implementing a given functionality, and your technical specification will help clarify all the nuances. It is important to clearly articulate the requirements for the site page layout and functionality. At the same time, all details must be discussed with the development team in order to avoid misunderstandings or ambiguities. Redesigning the site will cost additional money, take time – and this is unnecessary loss.
The design of the site and its structure begins with prototyping, when all the requirements of the technical specification are brought together and embodied in a layout. The prototype is based on the site structure, terms of reference, and an algorithm for interacting with the target audience at each stage. Prototypes are developed for each unique page of the site.
The prototyping assignment includes:
description of the target audience that this particular page attracts.
a list of targeted actions that a page visitor must perform. This can be ordering a call back, filling out a form, downloading a price list or a booklet.
a list of tasks that this page solves – shows the advantages of products, compares products with competitors, demonstrates production processes, describes technical characteristics and capabilities.
search phrases that will attract customers to this page.
recommendations for page design (photo, video, text content).
The site prototype is the basis for the design and layout of pages. It is necessary to provide all information on the corporate identity of the company and the brand book so that the site visually matches all the elements of the brand. At the design development stage, you need to determine the location of all elements as accurately as possible. Redesigning a website in its finished form will require much more effort and money than a design correction. Pay maximum attention to the design work, think over all the elements, their location, design and functionality. When designing a design, involve your marketers and employees. A joint discussion will help identify disagreements during the design phase and eliminate subsequent refinements.
How to evaluate the effectiveness of the site
To study and analyze the performance of the site, immediately after development, web analytics systems are configured. These tools will allow you to identify traffic sources, evaluate the effectiveness of advertising channels and all marketing tools.
The strategy involves the implementation of targeted actions on the site. What they can be in the B2B sector:
registration of an application / order,
order a call back,
filling out the feedback form,
using an online consultant,
subscribing to social networks and other communication channels, including mailings and pages in social networks,
visiting the contact page,
downloading a price list or a brochure with a presentation,
watching a video clip,
the amount of time spent on the site,
viewed pages of the site.
The site can be integrated with call-tracking systems, which will allow you to track the sources of calls, the quality of leads, and advertising channels. Connecting CRM systems will bring business processes to a new level and avoid losing leads. Analysis and evaluation of traffic is an important element that will show not only the numerical indicators of visits to the site and applications. It is important to evaluate the quality and financial indicators of each channel of customer acquisition. For example, a banner can bring 3 customers with a large budget, and contextual advertising can bring 14 customers with an average check. However, later it turns out that these 3 clients from banner advertising did not conclude an agreement for the declared amount, but limited themselves to a small order. In total, the total profit from contextual advertising will actually be higher than it was assumed from the assessment of pre-orders.
In B2B marketing, it is important to measure and analyze the effectiveness of all elements in order to compare them. For this reason, it is important to start developing a website with an understanding of the depth of integration of all systems and business processes. Such an integrated approach will give the best result in all areas of online website promotion in b2b.