Marketing your company is vital to maintaining and growing your business. In today’s changing marketplace most customers, whether Business-to-Business (B2B) or Business-to-Consumer (B2C), would rather gather information from print and online sources than speak to a sales representative. In fact, 61% of B2B buyers report third-party sites and feedback from business partners, industry peers or social channels as more important than conversations with a company’s sales teams when making a purchasing decision for their company. *
This means your website must contain useful information in order to convert prospects into customers. And, we’re not talking about a website solely focused on price. In fact, research shows, that for most buyers, cost is not the top factor. For example, in the printing industry, according to Deborah Corn, of the Print Media Centr, “The second most important thing to print buyers is their relationship with their printers, and the first wasn’t cost… cost was third at 20%.” And, according to a global study of 1,000 C-level executives from Avanade, “Buyers prioritize the customer experience over the price of a product or service when weighing a purchase decision.”
"Improve your customer’s online experience"
Make the Change
Businesses that have made changes and have embraced new sales processes that focus on the customer’s experience are outperforming their peers. These companies have reported:
- A 61% increased customer loyalty
- A 60% increase in revenue
- A 60% increase in their customer base
Right now, this minute, buyers are looking to make a purchasing decision for their company. Today’s buyer can conduct research at any time, day or night. This means information about your company must be available when and where they are weighing a purchase decision. So, ask yourself:
- What changes have we made in our marketing efforts to help buyers along their journey to purchase a quality product?
- What changes can we make to improve the buyer’s experience?
- What information about our company can we make available to buyers to inform and help them in their buying decision?
First, understand that your website is your showroom. Here is where potential clients will learn about your unique approach to designing, creating and producing a product. Your site should contain interesting images and informative video to educate your clients. You should also have a Call-to-Action that will entice a client to connect with you.
"Your website is crucial to converting prospects into customers"
Next, you’ll need to develop ways to inform and direct clients to your website. This may be through online and offline channels. Companies have found that blog posts, social media channels, videos, and/or direct mail work well to help potential customers find your website.
If you’re looking to improve your customer’s online experience, here are some steps you need to take:
- Create or update to a responsive website that can be viewed on mobile and desktop
- Create and produce informational videos to add to your website
- Design and photograph product shots for your website and print materials
- Develop content and build out a social media strategy for your company
By understanding today’s changing marketplace and embracing a sales process that focuses on your customer’s experience you'll soon be outperforming your peers and growing your business.
*Global Survey: B2B is the New B2C Work Redesigned: Seizing New Opportunities in a Changing Workplace © Avanade November 2013