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Enabling B2B Sales & Marketing

7 powerful steps to attracting and engaging B2B buyers

Posted by Bruce Rasmussen on 23-Aug-2016 15:23:24

SocialMediaDevices.pngThe web - Dr Google - that's where we turn for advice!

Website design must lead us to sell the way buyers want to buy.

B2B buyers are searching throughout the day.

As per their personal lives, they go online to start searching for information that helps them understand and start taking action to resolve business challenges. In fact, over 78% of new business projects start with a search online.

Yet – as our research indicates – 80% of Australian ICT websites are failing to provide these prospective buyers with the information and the tools they seek!

Instead of helping people identify the source of their problem, educate them on a solution, or indeed challenge their current way of thinking – these websites still simply promote their company and the products or services on offer.

Very few buyers are ready to listen at this stage.

Download our research paper here to find out why.

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As a result, so many companies are wasting money attracting visitors in the first place, and then leaving deals on the table as they leave people cold.  It’s all too easy to click to the next site that might help a little better.

To be effective, your website design needs to deliver content that attracts, engages, educates and nurtures all potential buyers no matter where they are in their buying journey – not just the very small percentage that are ready to buy right now. This, coupled with staying current in terms of user search habits, will help you get more qualified leads from your website.

To create a website that sells how buyers buy, remember to:

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  1. Put your customer first B2B buyers want to be informed and feel that you understand their issue. This establishes more credibility than talking about your company, products and services will ever do. There is a time for that – it’s not always.
  2. Cater for people at each stage of the buyer’s journey Provide information of value for all buyers - from those who have just started to investigate their issue or opportunity, to those who know what they want and are ready to buy.
  3. Clearly define your buyer personas Business buying is often a group activity. A one-size-fits-all approach doesn’t work. Take the time to define your buyer personas and provide content that caters for different industries, job functions or business problems.
  4. Provide opportunities to engage Attracting the right visitors to your site is a great start. Now provide the opportunity for visitors to engage with the content – by commenting or sharing articles, or downloading different types of content including ebooks, research and presentations.
  5. Challenge and educate The earlier you engage a prospect on their buyer’s journey the greater the likelihood of sales success. So don’t be afraid to provide some “pre-funnel” content that helps prospects even identify the issue/opportunity in the first place. The earlier you engage the better.
  6. Be generous and offer something for nothing In addition to standard types of content, consider developing useful templates for buyers to use, or creating interactive tools such as ROI Calculators or Self-Assessment tools.
  7. Stay current with developments in Search Engine Optimisation The most likely and cost effective way a prospect is going to find your company website is via organic search. So make sure you stay up to date with everything that makes search work according to Google. For example, today your site must be responsive for mobile devices and written for humans to consume, not bots. Keyword stuffing is out. Great informative content is in.

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If you really want to see how you can make your website work for you, the first thing you'll want to read is the research to base it upon. Download our FREE research report on Why Australian ICT Companies are ignoring up to 97% of buyers. Don't get left behind - keep up with the way buyers buy.  

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Topics: Web Design