So let’s get right down to business…
Your company has a website. But what’s it doing for the bottom line? Many B2B businesses launch a website, but they don’t take care of it, and they don’t use it as a tool to grow their business and drive sales leads. This is sort of like investing in a new car and keeping it locked away in the garage.
B2B Websites — Perform!
Here are some of the key to-do’s — right now — to get your website working for your business:
1. Set Goals and Create a Measurement Plan
We’re still surprised by how many businesses don’t have analytics software on their website. And, if they do, the sales team doesn’t know how to access it and has never looked at the numbers. The first key to creating a successful online lead pipeline is to set goals and measure progress against them. Some examples of simple goals: Double the number of unique website visitors within one year. Increase the number of lead form submissions from X to Y in the next six months.
Once you understands your business and its sales goals, create aggressive but attainable benchmarks — give management something to rally around and work towards. Be sure to track your online KPI’s month over month, shedding light on your online ecosystem and finding ways to improve your results.
2. Optimize Your Lead Funnel
Sadly, many B2B websites were conceived of as nothing but brochures — they don’t engage site visitors and they don’t steer them towards any desired action. Is it really easy to find your phone number and email address?
Is your contact form easy to get to, or is it buried on your website’s navigation? Does it even work properly? Do you have email auto-responders set up to thank these valuable leads and follow up quickly? Are form submissions being tracked as conversion in your analytics? Perhaps a dedicated landing page is in order to quickly explain a key product offering and invite your prospects to learn more.
The point of all of this: website optimization doesn’t necessarily require a complete re-design and new website. You can make straightforward changes to help grow your online lead funnel and get your B2B website working for you.
3. Meet the King: Content
Another misstep most B2B companies make is regarding online content. They don’t have it. And if they do, they don’t have enough of it. And what they have is never analyzed and never updated. Worse yet, the copy and content placed on your site isn’t research-driven. Instead, it’s just a recycling of offline sales material or just a guess of what your sales prospects might be looking for.
At Concept 5, we always utilize SEO and Keyword Research Reports — learning what your prospects are actually searching for, and crafting or editing your website’s content around this data… and you should too! Develop a Content Calendar to keep your website fresh and vastly improve your natural Google search rankings.
4. Expand and Share
Once you’ve invested in meaningful online content it’s time to get it out there! B2B organizations should not be focused on Facebook Like’s or Tweets. Instead, use your website, company blog and LinkedIn to:
- Support Website SEO, boosting your natural Google search rankings
- Increase traffic to your website and awareness of your offerings
- Disseminate strong content and links to help build your brand
- Create a LinkedIn Marketing Plan – as a B2B this is a vital social channel
- Make connections with target companies and demonstrate thought leadership
Nice and simple. Now go get those leads!