Leveraging B2B Website Sales Strategies
Can you imagine conducting any business without websites? Neither can we! The current state of the B2B buyer's journey suggests that 87% of prospects claim that content has a major or moderate influence on provider selection. This indicates that websites have a meaningful impact on B2B prospects before the decision-making process starts.
According to an Insider Intelligence forecast, 2023 will be a pivotal year for the U.S. B2B digital ad market as spending approaches $15 billion. McKinsey found that two-thirds of the 3,500 surveyed decision-makers opted for remote human interaction or digital self-service in 2021.?
These facts place a heavy burden on the shoulders of B2B websites. Applying web design methodologies that promote conversions will be almost mandatory for all brands that wish to stay on top of the market. Let's examine some strategies to turn your website into your best vendor.
Crafting a B2B Website that Boosts Conversions
With so many design and programming tools for back-end and front-end displays, it is easy to forget that the main objective of websites is to sell. More than that: Our websites should constantly be integrating the findings on what works best to generate more leads and close more sales, just like every other sales pipeline strategy.
Read More: Ultimate Guide to Building a Sales Pipeline
As Harry Spaight, coach and author of Selling with Dignity: Your Formula for Life-Changing Sales Results, said in our Enterprise Sales Development podcast, “If you are shown how [prospects] want to talk to salespeople, if you can ask ‘How can I serve?’ every time you’re talking to a person, a whole new world opens up of opportunities.”
B2B brands can apply the same “How can I be of service?” approach to every section, piece of content, and call to action on their websites. This way, the users' interest in the product will keep developing until they feel ready to connect with a sales development representative (SDR).?
Marketers can take numerous actions to improve the usability of a B2B website for users and prospects who are eager to locate the information they require to make a purchase. Here are a few outstanding examples:
1. Intent data efforts
Intent data can be defined as the collected behavioral information about digital users' web content consumption. Intent data plugins are commonly used to identify what topics are most requested by users, how much time they spend in certain website sections, and what content pieces are more relevant.
Data analysts can process such information to generate important insights on how close prospects are to making a buying decision and what triggers might influence them into considering your solution as a strong alternative.
2. Website visitor tracking
Tracking website visitors can help you identify the anonymous users inside your website so you can define whether they are fit to be your customers. Some website visitor trackers (like CIENCE GO Show) can provide live data such as employee size, revenue, industry sector, and more attributes.
Adapting website visitor tracking tools allows B2B marketing teams to create behavioral and demographic filters to segment leads, score automatically based on their web activity, and add them to whatever active remarketing campaign or follow-up strategy.
3. Link-building campaigns
Link building refers to tall actions applied to create backlinks that take users from one website to another through a simple click. Link-building tactics are also crucial for search engine optimization (SEO) development, as crawlers follow all links back and forward to understand the level of authoritativeness a specific website holds.
Guest blogging, round-up articles, and broken-link replacement are great ways to enter your links inside your niche's most visited blogs and websites. Interested readers can quickly become prospects if a backlink provides them with the answer to their queries.
4. Content marketing plans
Once you understand what your ideal customer profile (ICP) looks like, it is easier to create tailor-made content for a specific set of prospects. Data segmentation strategies allow marketers to dissect account-related data through different criteria so that leads can be assembled into groups and targeted with personalized messages.
Without a clear plan, inbound marketing efforts could fail in luring the right prospects inside a website, wasting budget, time, and energy. Every single piece of content should follow a precise, sales-driven objective.
5. Chatbot integration
Chatbots have become crucial for website-based lead generation campaigns. These programs are designed to simulate a human-to-human conversation so businesses can automate the first layers of communication with a possible buyer, provide standard information, and ultimately lead the prospect inside a sales pipeline.
Deploying always-online sales reps has proven to be a practice that benefits the relationship with users, as they also sound the whistle whenever a real SDR is needed. In the not-too-distant future, it will be more difficult to identify if you are chatting with a human or an AI, but for now, it is better to use this technology as a complementary reach-out tool.
How many of these strategies are you already using on your website? Which one do you want to test next? Let us know in the comments below.
Before You Go
Check out our favorite content this week to get your sales and marketing juices flowing.?
Blog of the Week
Upgrading the design of your website can help boost traffic and increase conversions, ultimately leading to more sales. Here are six ways to improve your web design so you can attract more customers to your site. Access the full article now.
Podcast of the Week
In this episode of Enterprise Sales Development podcast, we speak with Brenden Dell, President of Brenden Dell Inc. and best-selling author of The 12 Immutable Laws of High-Impact Messaging. Branden discusses some of the effective principles that he’s found to provide people with a rubric on messaging. Be sure to check it out.
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