Today's corporate decision-makers tend to turn to the Internet when they're looking for new suppliers. That means that you'll need to develop a successful online lead generation strategy if you want your firm to thrive. So, how can you transform your business to business (B2B) website into a lean, mean, lead generation machine?
First, take stock of your situation. Where are your visitors coming from? Which content is generating interest, and what's leaving people cold? How are people navigating their way around your site, and when do they leave it? Once you've answered these questions, you'll be able to work out what your next steps should be. There are many types of software that you can use to collect and analyse this type of data, including website analytics packages and heat map tools. If you hire an agency with digital marketing expertise, they'll be able to help you with this too.
Once you understand how people are using your site, you'll be able to redevelop it in an informed way. For example, if people aren't progressing through your site in the way that you intended, you may need clearer navigation menus or more internal links. Similarly, if you discover that people who have viewed particular pieces of content (such as videos, blog posts, or e-books) usually go on to make purchases, add more content like that to your site. Don't forget to pay attention to the search terms used by people arriving at your website – you can study these to ensure that you're answering common questions that your visitors have.
Anyone who owns a company in the B2B sector will know how vital relationship-building is to generate sales – and trust is one of the cornerstones of any business partnership. Companies often want to create long-term associations, as switching to a new provider can be a risky thing to do. Include details of your accreditations on your site, as well as examples of your work, case studies, and testimonials where possible, so that prospective clients can see that your firm is reputable. Offer a range of contact options so that people know that you're easy to get hold of and, if possible, include a chatbot or live chat facility.
If you want to maximise your return on investment, you'll need to promote your website using appropriate channels. You're likely to get the best results by focussing on search engine optimisation (SEO), email marketing, paid advertising, content marketing, and social media marketing on platforms like LinkedIn. You're less likely to get results from utilising platforms such as Instagram.
At JDR, we have a wealth of experience when it comes to designing and implementing digital marketing solutions for B2B companies. Get in touch to find out how we can help you capture more leads and make more sales.
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