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7 Must Haves for a B2B Website Power Page

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7 Must Haves for a B2B Website Power Page

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Applying effective B2B marketing strategies is the best way to generate, nurture and convert leads.

Especially when we consider that today there is a new B2B shopping process, initiated and controlled by the consumer:

Important B2B Facts:

• B2B purchasing decisions are increasingly digital;

• Buyers arrive more and more prepared when they talk to sellers for the first time;

• There are more people involved in a single decision;

• Clients have high expectations about the customer experience.

Therefore, it is necessary to understand and know how to operate in this new business model. Therefore, betting on B2B marketing strategies is having a powerful tool.

Below we list the most effective strategies for those looking to attract more leads, generate more conversions and ensure more loyal customers for their company. Check below:

1. Professional Website

Developing a professional website for your business is like making good food. The website is not only part of your B2B sales action plan, it should be the protagonist in your marketing strategy.

Regardless of the size of your company or your area of activity, whether local or virtual, having a professional website is the way for your business to be found on the internet, and besides, having your own website gives credibility to your brand.

And in a B2B sales process, credibility is a decisive factor for closing. If the lead doesn’t feel confident in your company, your chances go down the drain. You can also use your website’s blog as a digital business card and your main source of attracting and converting leads.

With the consolidation of the digital transformation, more and more users use mobile devices instead of their desktops for content. That’s why your company’s website should be designed to ensure good navigability for your consumers.

In this way, your company increases the probability of users consuming information from your blog, purchasing products and services using these devices.

Consider responsive design to ensure your business website displays correctly on any screen size, from desktop to mobile.

2. Customer Success

Acquiring a new customer is approximately 7x more expensive than investing in the relationship with the customers you already have.

Thinking about this and the needs of companies, the concept of customer success emerged. In a very simplistic way, it is about accompanying your customer throughout the journey in which he will use your products. You will be with your client on their path to success and be part of it.

By retaining your customers and providing the necessary support they need to achieve their goals, not only will you earn more revenue, you will also ensure their satisfaction with your product.

If you are with your customers on their journey to success and show that this is your company’s differential, they will feel closer to your business and will certainly become true advocates of your brand.

To apply the concept of customer success in your relationships with your next customers, you need to know them very well, as well as their sales cycle.

How will your product affect this cycle? How to improve it? Study the results of this relationship and use the data obtained to convince your next customers of the benefits of having your customer success team by their side.

If you already have customer success cases, why not show them more strongly on your website and use these results to your advantage?

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3. SEO

SEO (Search Engine Optimization) is a set of optimization techniques for your website or blog to stand out in Google searches.

If your company needs visibility, advertising on Google Ads can be a great solution, especially in the short term, as the results are very quick. But if you think about a long-term sales plan, SEO is a strategy worth adopting. So, when making a website and producing content, it is essential to pay attention to optimization for search engines.

When we talk about SEO for B2B companies, we need to take into account some points, such as: the time of the sales cycle, the price of solutions and the time taken to make decisions.

In addition to issues involving the technical part of your website’s SEO, companies working SEO content for B2B need to pay attention to some techniques that must be worked on by the team that will be responsible for the content.

The Best SEO B2B Practices Are:

• The correct selection of keywords relevant to the objective;

• The construction of posts with SEO formatting;

• Link Building and Guest Posts.

Working consistently in this way, you will be able to create a solid foundation for your company to be well positioned and to be seen by other companies with a much greater frequency.

3.1 Content

The more engaging and effective content you have on your site, the more likely visitors are to find the time they spend on your site truly worthwhile and convert to leads (or even sales).

Create content around keywords that are relevant to your audience, as this increases your chances of ranking higher on the first page of Google results, which between us is what really matters.

Another factor that can affect rankings is how often you publish new content.

If you always publish on the same day and time, you end up indoctrinating the search engine, making an appointment to return to your site.

You can also update your content from time to time, rewriting or adding new information and statistics, for example, to make it even more effective.

3.2 On-page SEO

The on-page SEO factors are present on the website itself, such as content, title, meta description, internal links, images with alt text, among others.

These are the aspects you have complete control over, which means you can work to improve these factors over time by following SEO best practices.

3.3 Off-page SEO

In addition to on-page SEO elements, there are also off-page SEO factors that can affect your rankings.

Among them are external links from other sites, sharing on social networks, among others.

While you don’t have direct control over what happens outside your organization, you can increase your chances of improving off-page SEO simply by creating quality, non-expiration content that others will find valuable.

The more relevant and interesting your content is, the more likely other sites will link to it and your audience will share it on social media.

When users trust your content, search engines do the same.

4. Optimize Your Site

Your business website is the first “vendor” your buyers find and consider. It plays a crucial role in your B2B marketing strategies.

It’s also critical to every step of the buyer’s journey. After all, your leads continually refer to your website for useful information.

So, make sure the website is professional, practical and quick to navigate. That way, potential customers will be able to easily find the information they are looking for.

The speed at which your website loads is one of the main ranking factors on Google.

There are many ways to improve your site’s performance and make it load faster. Among them are choosing a quality service to host your website and uninstalling unnecessary plugins.

By following these tips and seeking professional help, your website will have a much better position on Google, increasing your chances of conversion.

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5. Set Goals and Make Plans to Follow Them

It is important to set two types of interconnected goals: strategic goals and measurable goals, as this helps you to be more successful.

Strategic objectives are marketing-centric, not sales-centric. Then these objectives define how your brand differentiates itself from competitors in your marketing efforts. In this way, they establish the messages that your company applies to the strategies it uses.

When deciding on strategic goals, establish your company’s strengths, weaknesses, opportunities and threats (the SWOT analysis).

How do you already have an advantage over competitors? And what changes should you make to mitigate your weaknesses? How to neutralize the strengths of your competition?

It is essential to also set measurable goals to determine if the selected strategies are working correctly. Being able to prove a solid ROI is crucial.

Set goals by month, quarter or year and define how your company will track whether they have been met.

What to track when measuring objectives:

• Number of new website visitors;

• Average time spent by visitors on the site;

• Qualified leads captured;

• Customer retention rate;

• Site rejection rate (bounce rate).

6. Qualified Leads

The lead is a potential customer of your company, and at some point showed interest in your solution or in the content you offered.

If your company works with inbound marketing, the lead is that user who filled out a form to receive material or subscribed to the blog’s newsletter, and thus entered your sales funnel.

B2B content marketing can shorten the lead’s journey and make it move more quickly to other stages of the funnel, already considering purchasing your product or service. That is, B2B marketing with the right content strategy can bring in who can really buy your product.

FAQ – Frequently Asked Questions About Essential Items for a B2B Website

1. How is a purchase on a B2B site?

If a company needs to buy machinery, for example, the acquisition is only finalized after approval of the budget by various sectors. When this purchase is released, the company places the order on the B2B e-commerce, which generates an invoice for payment.

2. How can I have customers every day on my B2B website?

Invest in excellent service, train your employees, invest in inbound marketing and develop partnerships and invest in inbound marketing. In addition, it is also worth mentioning having a well-done SEO, that way your customers arrive in an organic and more qualified way.

3. What hosting do I use for my website?

In the first position of best website hosting is HostGator, for its excellent cost-benefit ratio. The company is one of the largest in Brazil and offers excellent quality accommodation at one of the lowest prices on the market (including renewal). In addition, their servers are stable, with a 99.9% uptime guarantee.

4. How can I make more sales with my website?

The B2B sales process varies from company to company, but it is always necessary to listen to the needs of the other company so that the results are positive. A CRM system is also essential for sales to be made, goals to be met and for the entire sales team to have an overview of their results.

Conclusion

Now you know the 7 must haves for a B2B website power page for today’s buyer landscape. Then it’s time to implement them in the way that best suits your business.

Always remember that buyers are in control of the process. Also, keep in mind that we will always have multiple stakeholders involved in a single company decision.

So it’s up to your company to customize the process and meet their needs at every stage of the buying journey.

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