It’s easy to make mistakes in online marketing, from focusing on features when the bulk of your copy should deal with benefits to creating a sales funnel that’s just too aggressive and forward for the type of customers you’re targeting.
Thankfully, many of the most common online marketing mistakes made in B2B are easily corrected. In this blog post, we’ll share seven B2B sales and marketing lessons to help you get the most out of your company website with as few issues as possible.
- 1 The B2B sales process can move forward very slowly
- 2 The more information your website provides, the better
- 3 Spending on design and optimization will save you money
- 4 In inbound marketing, it’s better to be helpful than ‘salesy’
- 5 Your website’s goal is to answer your ideal customer’s questions
- 6 Every landing page should be thoroughly A/B tested
- 7 All pages should have clear and easily identifiable goals
The B2B sales process can move forward very slowly
B2B sales take a long time, especially online where your competitors are all but one click away. Because of this, it’s important to prepare an email sales funnel that gives your customers weeks – or even months – of time to prepare to make a purchase.
Likewise, leads collected from your website can take months to mature. A company that inquires about a product or service in February may not make a decision until June. This makes detailed CRM tracking and follow-ups very important.
The more information your website provides, the better
Many B2B websites withhold key product information in the hope that prospects will send an email to request it. Far more often than not, they’ll simply leave your website and navigate to one of your competitors’ websites instead.
Be as transparent as possible about product information and include as much high quality content on your website as you can. The more pages you have of detailed, in-depth content targeted at your customers’ needs, the better.
Spending on design and optimization will save you money
A small investment in modern, highly optimized web design can bring in hundreds of thousands of dollars in conversions every month. If your website is out of date or poorly optimized, it’s always worth investing in an update.
It’s also important not to think of updates and optimizations as static things that you can do once every few years. In order to maximize your online B2B conversion rate, you should constantly be A/B testing variables and making new optimizations.
In inbound marketing, it’s better to be helpful than ‘salesy’
Far too many B2B websites focus on achieving the instant sale. They use persuasive, emotional sales copy that’s better suited to B2C products and make every effort they can to close the deal then and there.
It’s always good to be accessible in case a prospect is interested, but it’s generally a better idea to be helpful than salesy. Decision-makers like to have access to helpful information online, and they’ll remember you when it’s time to make a purchase.
Your website’s goal is to answer your ideal customer’s questions
Who is your ideal customer? Are they a small business owner or a manager within a larger organization? You should have an ideal customer profile for all of the people your website targets and their characteristics should influence your content.
The goal of your website (aside from producing leads and sales) is to answer all of your ideal customer’s questions. Aim to have at least one hour of content (either in text or video form) on your website so that they’re fully engaged and interested.
Every landing page should be thoroughly A/B tested
Every B2B website needs to have a landing page, whether it’s an online form or the classic contact page encouraging prospects to reach out to you. Each and every one of your landing pages should also be thoroughly A/B tested for conversion rate.
In many B2B fields, traffic is valuable but hard to come by. Because of this, it’s best to gather data slowly and optimize once it’s statistically significant. This can take a month or more – be patient and keep testing, as the results are always worth it.
All pages should have clear and easily identifiable goals
Every single page on your website – from your homepage to your FAQs – needs to have a clearly defined and easily identifiable goal. This goal could be to answer an important question, collect a customer’s email or encourage sharing a blog post.
Goals are the key to online marketing success, and understanding your website’s goals will help you better understand its structure. Without clear goals, visitors to your website won’t intuitively know which page to navigate to upon arriving.