When it comes to B2B sales, digital engagement has become just as important as in-person strategies. So, to make the most out of your leads, you need to be investing as much energy in your website as possible. Building a seamless view of your company to convey to customers can mean the difference between making a sale or not, so rethinking and redesigning your site for the sake of efficiency and effectiveness is always a good idea. With that in mind, here are three steps you can take to optimize your B2B website.
1. Make visitors feel like a part of the conversation
Nobody wants conversations to be one sided and to be constantly talked over. The same can be said for digital engagement. Customers appreciate the opportunity to express themselves, so making sure your site isn’t all about your company and your company only makes customers feel more welcome and open to connecting with your business.
2. Speak in terms your target audience is familiar with
Use customer-centric language and focus on who your customers are and what their needs are, not just about who you are and what you can do. Take the time to understand the specific business objectives customers are trying to achieve, and implement language familiar to people with those goals. Don’t expect customers to try and translate whatever you write into terms they’ll understand; meet them at their level.
3. Help your customers get what they want from your site
Identify specific tasks that your customers come to your website to complete and make sure those goals are not only achievable but easy to navigate. Give your customers the tools they expect - and more, if you can - so they see your company as dependable, thorough, and convenient. Find inventive ways to become your customers’ preferred channel for whatever your website has to offer, whether that be educational purposes, industry resources, etc.
Your goal is to make online engagement as easy for your customers as possible, so they’re more willing to do business with you. So, keep in mind your customers’ identities, vantage points, and needs along every step of building and maintaining your B2B website, rather than just those of your businesses. For guidance, web design, and upkeep of your site, Clairant is always here to help. Give us a call today to start perfecting your B2B website.
Startup-focused marketing company Clairant Services was awarded the Top 100 Marketers and Advertisers Award at the MARsum USA 2021 conference in Las Vegas, NV. This award recognizes the top global marketing and advertising companies who have provided unparalleled contributions to the industry. Clairant Services was praised for its data-driven approach to marketing strategy and rapid growth for a new company.
"At Clairant, we base our marketing decisions on industry data and real-time analytics from current and past marketing efforts," founder and CEO Desirae Haluk said. "If something works well, do more of that and if something doesn't work, fail fast, optimize, and pivot the ship." As a neuroscientist turned marketer, Desirae's richly skilled background has helped her clients find high levels of success growing their businesses.
Desirae is a previous recipient of the Top 35 Under 35 Award for her marketing efforts in the energy industry and was a finalist in 2019 for the Woman of the Year award presented by the Leading Women Entrepreneur group. She teaches her employees and small business clients that you don't have to boil the ocean and have a large marketing budget to effectively promote your company. Desirae came from a family line of Canadian entrepreneurs, with her dad owning landscaping and power washing businesses, her mother a successful real estate agent, and her brother the owner of several successful businesses, from marketing agencies to rental companies.
About Clairant Services: Clairant Services was established in 2019 in Whitehouse Station, New Jersey, and continues to grow exponentially, with clients located throughout the US. Clairant specializes in startups and small businesses and provides customized and affordable marketing plans fit for any sized budget. With 3 employees, an intern, and a heavy workload, Clairant will be hiring in the near future to accommodate the rapid growth.
To grow your business, stay competitive, and increase profits, you need to build a solid digital marketing plan. There are certain steps you need to take when developing such a plan, especially for small businesses looking to save as much money as possible. Although each business’s marketing goals vary, these four steps will help you achieve whatever those goals may be.
When getting started in marketing, there are two main identities that are essential to define before moving forward: your target market’s identity and your brand identity. To create a personalized, effective approach and make the greatest impact with your marketing efforts, you have to determine exactly who you are marketing towards. Once you know who you are marketing to, utilize your brand identity as the basis of all connections you make. Your brand identity is a collection of elements that your company creates to portray the essence of your business to its consumers in an effort to persuade them.
Develop an Online Presence
It is more important than ever before to invest in an online presence for your business. If executed well, your online persona can make the difference between success and failure for your company. Keep in mind that being online doesn’t only mean building a stellar website and social media accounts; it also means doing your due diligence on exactly what content to include and where. Choosing the right platforms to present your business on and utilizing tools like search engine optimization are imperative.
Utilize Content Marketing
Any form of online content is only relevant for so long and will only maintain visibility for a short while. So, building expertly-designed websites and social media profiles can only remain beneficial so long as you consistently update it with strong content. Running an awesome company blog with industry-specific and entertaining content is one way to utilize your site to the best of its ability, maintain your online audience/followers, and keep your business visible on search engines.
Invest in Paid Advertising
With paid advertising, you purchase ad space that allows you to specifically target audiences, instead of waiting for them to find you organically. If done strategically, it can be an excellent way to steer more traffic to your website, bring in new customers, get leads, and increase brand awareness. Paid marketing space is typically displayed on social media channels as well as search engine results pages.
Any one of these tasks is a lot to consider, let alone implement properly. When it comes to digital marketing, the most effective and sensible way to make a difference is by hiring a marketing agency to do the strategizing and heavy lifting for you. At Clairant, we have decades of experience in marketing businesses of all sizes, so we’re ready for any goal you have in mind for your company. Get started here.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.