Post by lizaseo11 on Nov 9, 2024 6:48:07 GMT
The developers of the sites were initially programmers, not marketers. It is for this reason that the technical side of the project developed earlier than the elements of sales and promotion. We still encounter technological sites where it is inconvenient to place orders, difficult to find price lists or contacts. But from the point of view of the programmer, the site is ideal.
The main goal of the site is to increase business profits, sales and applications. To do this, the development team must include a marketer who sets the main direction for the project. Only after that does the designer join in to give the site a certain form. And not the other way around! It would be a mistake to start development with the site design, since the designer is not a marketer or a salesperson. In B2B projects, it is necessary to foresee in advance the possibilities of site promotion, its modification in the future and the possibility of connecting other modules (for example, integration with CRM).
The correct approach is to start with developing the project's goals and objectives. The next step will be an Internet marketing strategy. That is, we go from the main thing to detail, and not vice versa.
What are the goals of a B2B website?
Your company's presence on the Internet is a complex task, and it solves several issues at once. With the help of a website, you can:
increase sales,
to cover new regions,
expand the dealer network,
strengthen the brand's position in the market,
simplify communications with clients,
automate business processes.
When setting goals and for the correct positioning of the site, it is necessary to form a unique selling proposition and study your target audience. The main question is why will customers be interested in your product or service? And here it is important to analyze each segment of the target audience, which will allow you to build communications on the site and in advertising campaigns.
To determine your target audience, you should study:
A customer portrait that includes: gender, age, interests, income, needs. For each segment, specify the problems that your product or service will solve.
Doubts and objections that arise when making a purchase.
Stereotypes that prevent people from making a decision in favor of your product.
Competitive advantages and uniqueness of your products.
The uniqueness of your commercial offer.
Algorithm for interaction with website visitors.
The target action shopify website design that will result from advertising and promotion.
Each of these points will help to better understand consumers and form correct communications of all business structures of the company.
Where to start developing an internet marketing strategy for a B2B website
To begin, you should conduct an audit and analysis of the current state of the project to set a starting point. Current marketing performance indicators will be the starting point for evaluating results. What should be included in the audit:
All advertising channels that are currently in use.
Analysis of website positions by main keywords.
Conversion rates of visitors to customers.
Additional technical tools and CRM integration.
Marketing and promotion costs at the moment.
The next step will be to analyze competitors and study the demand for your products/services. It is important to study all the features of the USP in your market niche in order to create the best offer. You will be able to learn the main elements of interaction with consumers, positioning, promotion methods and approximate advertising budgets. Also, based on competitors' websites, you will be able to assess their strengths and weaknesses in promotion so as not to repeat mistakes. Niche capacity is an important indicator that will allow you to predict demand and customer needs. Such preparation will allow you to create a basis for a strategy.
What is a B2B Internet Marketing Strategy?
First of all, business goals for the marketing strategy are formed. At this stage, it is necessary to give answers - what are we trying to achieve in the end? All goals and results should be described not only in general terms, but also expressed in numbers. Only in this case it will be possible to evaluate and compare the results to see whether the goal has been achieved or not. Business goals cannot be defined as "increase sales and profit", since an increase in sales by $ 10 will already be a formal increase. Precise goals in amounts and specific values are needed.
Relationships with customers and product sales features are the second stage of the strategy. It involves studying and segmenting the target audience, studying the needs and pain points of customers. It is also important to understand the decision-making algorithm in order to determine the most significant indicators and characteristics of the product. Most often, in the B2B sphere, enterprises enter the market not with 1-2 products, but with a product line. At this level of promotion, it is necessary to determine the products that will become the "driving force" of sales. They are distinguished by low cost and high demand. Sometimes, in order to build relationships with customers and expand sales regions, the most popular product is offered at a very low price with a minimum margin. This attracts new consumers, and in the future creates loyal customers from them, who will become regular customers. Positioning the company in the market will allow you to take your specific place in which you can consolidate your position. The uniqueness of the product is the most important indicator, since there are many manufacturers of similar products among competitors. However, not all companies care about customers, provide service, give installments and other pleasant bonuses to customers.
The basic information for developing an effective strategy will be a study of the current situation in the company's marketing:
Analysis of Internet marketing results.
Studying competitors.
Determining the potential level of demand.
Planning of the promotion strategy and tactics is carried out for each advertising channel with budget clarification. This includes:
SEO promotion of websites in the b2b sphere in organic search.
Contextual advertising.
Social media presence.
Targeted advertising.
Email marketing.
Content marketing.
Stages of designing a website for B2B
Studying search queries and collecting semantics will help you understand what site structure will be optimal. Based on the search query base, the main pages and sections are determined, which will be filled with unique content. If in your business area the goods are rare and expensive, then most likely they will have low competition and the site will be able to enter the TOP. A large number of low-frequency search queries in this case attract new visitors and buyers. The benefits of SEO optimization at the development stage are obvious - the site will be indexed better, which will also have a positive effect on the site's position in search engines.
To develop a website, you need to draw up a technical task. Without this, it is impossible to determine the scope of work and the cost of the website. In addition, technical implementation implies many options for implementing the specified functionality, and your technical task will help clarify all the nuances. It is important to accurately formulate the requirements for the layout of the website pages and the functionality. At the same time, it is necessary to discuss all the details with the development team to avoid misunderstandings or ambiguity. Redesigning the website will cost additional money, take time - and this is unnecessary losses.
The design of the website and its structure begin with prototyping, when all the requirements of the technical task are brought together and embodied in a layout. The prototype is based on the structure of the website, the technical task, the algorithm of interaction with the target audience at each stage. Prototypes are developed for each unique page of the website.
The prototyping task includes:
description of the target audience that this particular page attracts.
a list of target actions that a page visitor must perform. This could be ordering a call back, filling out a form, downloading a price list or a brochure.
list of tasks that this page solves – shows the advantages of the product, compares products with competitors, demonstrates production processes, describes technical characteristics and capabilities.
search phrases that will attract customers to this page.
recommendations for page design (photos, videos, text content).
A website prototype is the basis for developing the design and page layout. It is necessary to provide all the information on the company's corporate style and brand book so that the website visually matches all the brand elements. At the design development stage, it is necessary to determine the location of all the elements as accurately as possible. Redesigning a website in its finished form will require much more effort and resources than correcting the design. Pay maximum attention to the design work, think through all the elements, their location, design and functionality. When developing the design, involve marketers and employees of your company. Joint discussion will help identify disagreements at the design stage and eliminate subsequent revisions.
How to evaluate the effectiveness of a website
To study and analyze the performance indicators of the site, web analytics systems are configured immediately after development. These tools will allow you to determine traffic sources, evaluate the effectiveness of advertising channels and all marketing tools.
The strategy involves performing targeted actions on the website. What they can be in the B2B sector:
placing an application/order,
order a call back,
filling out the feedback form,
using an online consultant,
Subscription to social networks and other communication channels, including newsletters and pages on social networks,
visiting the contact page,
downloading a price list or a brochure with a presentation,
watching a video clip,
amount of time spent on the site,
viewed pages of the site.
The site can be integrated with call tracking systems, which will allow you to track call sources, lead quality, and advertising channels. Connecting CRM systems will take business processes to a new level and avoid losing leads. Traffic analysis and evaluation is an important element that will show not only the numerical indicators of site visits and applications. It is important to evaluate the quality and financial indicators of each customer acquisition channel. For example, a banner can bring 3 clients with a large budget, and contextual advertising will bring 14 clients with an average check. However, it will turn out later that these 3 clients from banner advertising did not sign a contract for the stated amount, but limited themselves to a small order. As a result, the total profit from contextual advertising will actually be higher than expected from the assessment of preliminary orders.
In B2B marketing, it is important to measure and analyze the effectiveness of all elements in order to compare them. This is why it is important to start developing a website with an understanding of the depth of integration of all systems and business processes. Such a comprehensive approach will give the best result in all areas of online website promotion in b2b .
The main goal of the site is to increase business profits, sales and applications. To do this, the development team must include a marketer who sets the main direction for the project. Only after that does the designer join in to give the site a certain form. And not the other way around! It would be a mistake to start development with the site design, since the designer is not a marketer or a salesperson. In B2B projects, it is necessary to foresee in advance the possibilities of site promotion, its modification in the future and the possibility of connecting other modules (for example, integration with CRM).
The correct approach is to start with developing the project's goals and objectives. The next step will be an Internet marketing strategy. That is, we go from the main thing to detail, and not vice versa.
What are the goals of a B2B website?
Your company's presence on the Internet is a complex task, and it solves several issues at once. With the help of a website, you can:
increase sales,
to cover new regions,
expand the dealer network,
strengthen the brand's position in the market,
simplify communications with clients,
automate business processes.
When setting goals and for the correct positioning of the site, it is necessary to form a unique selling proposition and study your target audience. The main question is why will customers be interested in your product or service? And here it is important to analyze each segment of the target audience, which will allow you to build communications on the site and in advertising campaigns.
To determine your target audience, you should study:
A customer portrait that includes: gender, age, interests, income, needs. For each segment, specify the problems that your product or service will solve.
Doubts and objections that arise when making a purchase.
Stereotypes that prevent people from making a decision in favor of your product.
Competitive advantages and uniqueness of your products.
The uniqueness of your commercial offer.
Algorithm for interaction with website visitors.
The target action shopify website design that will result from advertising and promotion.
Each of these points will help to better understand consumers and form correct communications of all business structures of the company.
Where to start developing an internet marketing strategy for a B2B website
To begin, you should conduct an audit and analysis of the current state of the project to set a starting point. Current marketing performance indicators will be the starting point for evaluating results. What should be included in the audit:
All advertising channels that are currently in use.
Analysis of website positions by main keywords.
Conversion rates of visitors to customers.
Additional technical tools and CRM integration.
Marketing and promotion costs at the moment.
The next step will be to analyze competitors and study the demand for your products/services. It is important to study all the features of the USP in your market niche in order to create the best offer. You will be able to learn the main elements of interaction with consumers, positioning, promotion methods and approximate advertising budgets. Also, based on competitors' websites, you will be able to assess their strengths and weaknesses in promotion so as not to repeat mistakes. Niche capacity is an important indicator that will allow you to predict demand and customer needs. Such preparation will allow you to create a basis for a strategy.
What is a B2B Internet Marketing Strategy?
First of all, business goals for the marketing strategy are formed. At this stage, it is necessary to give answers - what are we trying to achieve in the end? All goals and results should be described not only in general terms, but also expressed in numbers. Only in this case it will be possible to evaluate and compare the results to see whether the goal has been achieved or not. Business goals cannot be defined as "increase sales and profit", since an increase in sales by $ 10 will already be a formal increase. Precise goals in amounts and specific values are needed.
Relationships with customers and product sales features are the second stage of the strategy. It involves studying and segmenting the target audience, studying the needs and pain points of customers. It is also important to understand the decision-making algorithm in order to determine the most significant indicators and characteristics of the product. Most often, in the B2B sphere, enterprises enter the market not with 1-2 products, but with a product line. At this level of promotion, it is necessary to determine the products that will become the "driving force" of sales. They are distinguished by low cost and high demand. Sometimes, in order to build relationships with customers and expand sales regions, the most popular product is offered at a very low price with a minimum margin. This attracts new consumers, and in the future creates loyal customers from them, who will become regular customers. Positioning the company in the market will allow you to take your specific place in which you can consolidate your position. The uniqueness of the product is the most important indicator, since there are many manufacturers of similar products among competitors. However, not all companies care about customers, provide service, give installments and other pleasant bonuses to customers.
The basic information for developing an effective strategy will be a study of the current situation in the company's marketing:
Analysis of Internet marketing results.
Studying competitors.
Determining the potential level of demand.
Planning of the promotion strategy and tactics is carried out for each advertising channel with budget clarification. This includes:
SEO promotion of websites in the b2b sphere in organic search.
Contextual advertising.
Social media presence.
Targeted advertising.
Email marketing.
Content marketing.
Stages of designing a website for B2B
Studying search queries and collecting semantics will help you understand what site structure will be optimal. Based on the search query base, the main pages and sections are determined, which will be filled with unique content. If in your business area the goods are rare and expensive, then most likely they will have low competition and the site will be able to enter the TOP. A large number of low-frequency search queries in this case attract new visitors and buyers. The benefits of SEO optimization at the development stage are obvious - the site will be indexed better, which will also have a positive effect on the site's position in search engines.
To develop a website, you need to draw up a technical task. Without this, it is impossible to determine the scope of work and the cost of the website. In addition, technical implementation implies many options for implementing the specified functionality, and your technical task will help clarify all the nuances. It is important to accurately formulate the requirements for the layout of the website pages and the functionality. At the same time, it is necessary to discuss all the details with the development team to avoid misunderstandings or ambiguity. Redesigning the website will cost additional money, take time - and this is unnecessary losses.
The design of the website and its structure begin with prototyping, when all the requirements of the technical task are brought together and embodied in a layout. The prototype is based on the structure of the website, the technical task, the algorithm of interaction with the target audience at each stage. Prototypes are developed for each unique page of the website.
The prototyping task includes:
description of the target audience that this particular page attracts.
a list of target actions that a page visitor must perform. This could be ordering a call back, filling out a form, downloading a price list or a brochure.
list of tasks that this page solves – shows the advantages of the product, compares products with competitors, demonstrates production processes, describes technical characteristics and capabilities.
search phrases that will attract customers to this page.
recommendations for page design (photos, videos, text content).
A website prototype is the basis for developing the design and page layout. It is necessary to provide all the information on the company's corporate style and brand book so that the website visually matches all the brand elements. At the design development stage, it is necessary to determine the location of all the elements as accurately as possible. Redesigning a website in its finished form will require much more effort and resources than correcting the design. Pay maximum attention to the design work, think through all the elements, their location, design and functionality. When developing the design, involve marketers and employees of your company. Joint discussion will help identify disagreements at the design stage and eliminate subsequent revisions.
How to evaluate the effectiveness of a website
To study and analyze the performance indicators of the site, web analytics systems are configured immediately after development. These tools will allow you to determine traffic sources, evaluate the effectiveness of advertising channels and all marketing tools.
The strategy involves performing targeted actions on the website. What they can be in the B2B sector:
placing an application/order,
order a call back,
filling out the feedback form,
using an online consultant,
Subscription to social networks and other communication channels, including newsletters and pages on social networks,
visiting the contact page,
downloading a price list or a brochure with a presentation,
watching a video clip,
amount of time spent on the site,
viewed pages of the site.
The site can be integrated with call tracking systems, which will allow you to track call sources, lead quality, and advertising channels. Connecting CRM systems will take business processes to a new level and avoid losing leads. Traffic analysis and evaluation is an important element that will show not only the numerical indicators of site visits and applications. It is important to evaluate the quality and financial indicators of each customer acquisition channel. For example, a banner can bring 3 clients with a large budget, and contextual advertising will bring 14 clients with an average check. However, it will turn out later that these 3 clients from banner advertising did not sign a contract for the stated amount, but limited themselves to a small order. As a result, the total profit from contextual advertising will actually be higher than expected from the assessment of preliminary orders.
In B2B marketing, it is important to measure and analyze the effectiveness of all elements in order to compare them. This is why it is important to start developing a website with an understanding of the depth of integration of all systems and business processes. Such a comprehensive approach will give the best result in all areas of online website promotion in b2b .