Believe it or not, there are still a lot of B2B companies still out there today who haven’t adapted their marketing strategies to a digital audience. Sure, these businesses might have that website they built in 2008 living out there on the internet, but it serves more like a glorified business card and is a far stretch from truly taking a business to market online.
Most often, we hear businesses say to us, “Well, we don’t really do much online, we get all our customers from word of mouth.” And trust me when we say that is AWESOME! Referral business is the best kind of business. But, did you know basing your entire go-to-market efforts off customer chit-chat means you are likely losing out on a host of other available opportunities? And let’s not forget to mention, those customers who are referring you so much, are you doing all you can to maximize that relationship so they refer you even more than they already do? I’m willing to bet there are some things you could be doing online to make them feel more appreciated while also putting your brand at the forefront of their minds.
To help you fix these issues and seize more available sales opportunities online, here are some tips to kick start your B2B digital transformation.
Optimize Your Website
There are a few ways you need to be sure to optimize your new, updated website. (Yes, that means that website from 2008 needs to be redone.)
Content: What are your prospects asking you about when you first engage in a relationship with them? What common questions you are always hearing during various stages of your sales cycle? Create content that answers these questions, because ultimately, that is how these new prospects are going to be finding you online - because you have the information they are seeking to solve a problem. This is the basis of any successful inbound growth strategy.
Mobile: Mobile optimization is key for today’s businesses. Buyers today want to be able to view and read content from wherever and on whatever device they choose. Your website absolutely needs to adapt to this process of how people consume content. The reality is, if you are going to be the trusted vendor they choose to get content from, you will also likely be the vendor they do business with.
Lead Generation: Your website must make it as easy as possible for prospects to become leads for your business and throughout the various stages of their buyer's journey. Having carefully placed call-to-action (CTA) buttons and features like online chat built into your website provides digital buyers with the access and convenience they have come to expect from businesses today. We live in an instant world, information and questions should not require a phone call to sales or customer support until either the deal is ready to close or until absolutely necessary.
What you may discover through this optimization process is the need for a solution to tie everything together so you can manage both the content on your website as well as the new lead generation tools. Tools like the HubSpot Growth Platform are built to help B2B companies build optimized websites in this way in one centralized location. And this takes things far beyond just a website platform, you can also quickly and easily add modules for CTA’s, downloadable resources, personalized email workflows, customer service tickets, and much more.
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Set Goals & Create a Strategy to Accomplish Them
There are so many options available today when taking your business digital, it can become overwhelming after just a few Google searches. That’s why it’s important to have some realistic goals clearly defined ahead of time so you can stay laser-focused on the tasks and elements needed to accomplish them. Keep in mind that as the project progresses, you may need to alter and tweak the goals, but a solid starting point will be tremendously helpful in preventing deviation into other things that are not in alignment with your overall digital strategy.
For example, maybe your goal is to produce 50 new leads from the website in the first six months after you’ve launched the new design. That will mean you need to put lead generation at the forefront of everything you do both with the new website design as well as your first campaign launch. The content on the site, the resources you create, any emails being sent, and the imagery being used should create a very clear direction to your audience that leads them down a path to convert into a lead. Whether that’s signing up for a free trial or requesting more information about pricing, your path to accomplishing those conversions should be the primary focus.
A digital transformation of your business is going to require time, resources, and money. However, once you make the investment into the right tools and processes, the potential for new leads and revenue will increase significantly. If you're interested in making this transition, our team of HubSpot certified experts would love to help you develop a strategy, set goals, and implement the solutions necessary. Contact us below to schedule a complementary assessment of what your business needs to make an ROI-driven digital transformation.