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Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS...

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TIPSHEET Optimise Your Website Content for B2B Buyers
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Page 1: Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales,

TIPSHEET

Optimise Your Website Content for B2B Buyers

Page 2: Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales,

OPTIMISE YOUR WEBSITE CONTENT

FOR B2B BUYERS

With content marketing still high on its pedestal as a key tactic

for driving sales, it’s crucial that, as a B2B vendor, your website

content successfully guides the buyer through their decision

making process. The reality is your sales team won’t even speak

to the average buyer until they are already 70-90% through their

buyer journey, means that your content must do your job for

you. Well, 70-90% to be precise. The following tips have been

designed to provide insight into how you can effectively optimise

your website content for successful sales conversion.

Page 3: Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales,

DON’T LOSE A POTENTIAL BUYER ON THE FIRST PAGE

Once a potential customer visits your website,

you only have 3-7 seconds (roughly 90 words) of

their attention to convince them that your

solution meets their needs, otherwise you

eliminate yourself from further consideration.

It’s important, therefore, to ensure that the

short-form messages on both your homepage

and product pages are worthy of convincing

buyers to invest more time researching your

solution. It’s also important to remember that

the biggest reason a buyer will leave a vendors

website is due to a lack of message, i.e. they

can’t tell what the company actually does.

CREATE CONTENT AROUND YOUR CUSTOMERS’ NEEDS

In theory, you can only develop content that

addresses a potential customer’s needs, if you

know exactly what those needs are. With this in

mind, consider generating insight from your

existing customer. Look to understand their key

business goals and priorities, what triggered

them to do something about the problem, some

of the major challenges they had to overcome,

how and why they made their purchase

decision, and what tangible and intangible

benefits and ROI they saw. This insight will help

you generate content that solves a problem for

your audience, as well as content that shows

how your products and solutions solve these

problems.

LAYER YOUR CONTENT

Once a buyer is convinced that your solution is

worth further consideration, they will require

robust marketing materials that help them

understand the breadth and depth of your

product or service, as well as your capabilities as

a company. It’s important to acknowledge that

different buyers’ will be at different stages of

their journey, so consider layering your content

so that they can drill down on each criterion as

and when necessary.

Page 4: Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales,

AVOID OVERWHELMING THE BUYER WITH INFORMATION

On your product page, consider opening with a

brief value proposition, followed by a list of

criteria that your solution addresses. From here,

link each criterion to its own dedicated page

that can explain in greater detail how you

product or service not only meets there criteria,

but also why your approach is the best in the

market. Remember, it’s important to always try

and back up each claim using industry research,

product metrics and customer proof points, for

instance benefits and ROI. You should also

provide an in-depth explanation with technical

details, of how your offering meets the buyers’

criterion.

HIDE THE IN-DEPTH TECHNICAL DETAILS BEHIND REGISTRATION WALLS

You should always provide further in-depth

explanations of your products or services with

technical details, indicating exactly how your

offering meets the buyers’ criterion. This is a

great time to place your content behind a

registration wall, in order to generate quality

leads. It’s also important to remember that

throughout their buyer journey, different buyers

will have different content preferences and time

constraints, therefore accommodate

information preferences by providing content in

different formats and lengths.

PROVIDE DETAILED, BUT RELEVANT, CASE STUDIES

Case studies play an important role in

convincing potential customers of your

credibility and capabilities as a company, and

the best case studies are those that go beyond

stating the benefits, and provide details that will

give a buyer a sense of whether the solution is

applicable to their business, using the resources

available to them. Detailed and effective case

studies can be developed using the insight

generated from your customers.

Page 5: Integrated B2B Technology PR Agency – Napier Marketing - … · 2016-05-28 · FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales,

t: +44 (0)1243 531123

f: +44 (0)1243 779070

e: [email protected]

w: www.napierb2b.com

Donnington Park

Birdham Road

Chichester

West Sussex

PO20 7DU

United Kingdom

Launched in 1984, Napier was one of the first agencies in

Europe to specialise in the electronics market,

subsequently expanding to help clients in a range of B2B

technology sectors. Initially a PR agency, Napier responded

to the clients’ need to manage information across every

element of the marketing mix by bringing together a team

of multi-talented and multi-lingual engineers, linguists and

technical journalists as well as PR and marketing

professionals.


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