Specifics of B2B Website Promotion
As of today, e-commerce is one of the fastest-growing niches. Experienced entrepreneurs involved in B2B sales understand the potential of the information market and therefore actively utilize digital tools in organizing their activities.
To optimize all business processes, establish a customer service system, and stand out against competitors in the relevant market niche, it’s necessary not only to improve offline service but also to develop online trading platforms.
Characteristics of B2B Websites
B2B websites refer to web resources created by entrepreneurs to attract new partners from the business industry and to strengthen cooperation with already familiar companies. For example, when one company produces products that another organization uses in its own production.
B2B platforms serve as effective communication tools for business entities: corporate owners or middle managers, procurement managers, or distributors of various levels.
In other words, users come to such online platforms with a pre-formed request. Attracting and retaining this audience on the site will only be possible if the B2B site is made according to the following conditions:
- A lot of time and space is devoted to describing the company’s pricing policy: B2B entities usually adhere to a complex pricing system where the final product cost is determined considering a full range of factors (order size, current promotions, cumulative bonus system, etc.).
- The order processing procedure is maximally adaptive: the client is free to choose a convenient method of payment for the product and its delivery to the destination. A simplified product search form by article or a template application form is provided on the site.
- Mandatory authorization: a registered user can rely on an individual approach (personal discounts or special selections, for example, newly arrived products).
- Site navigation is organized simply and accessibly: this point is especially relevant for multi-page sites. It’s important that the client can easily find the necessary catalog position, receiving only information that is significant for them.
- Product cards are filled with relevant information fully: make sure the user can quickly and effortlessly find all the necessary product information (main technical characteristics, dimensional indicators, operational properties, expert safety, and quality conclusion, warranty support, etc.).
It is also common for B2B portals to publish information about product availability in stock (the main thing is to regularly update the counter). Thanks to this option, customers can immediately determine the approximate delivery waiting time, planning further business steps.
Creating a truly quality and functional B2B site is within the power of only qualified specialists. Let’s figure out how to create an effective promotion strategy for such resources without unnecessary financial and time expenditures.
Optimizing B2B Websites: What You Need to Know?
Before starting the promotion of a B2B site, it is necessary to clearly define the tasks you aim to realize. Additionally, it’s important to at least outline the value portrait of a potential client, to understand their main requirements. Having such information, you will be able to competently justify your competitive advantages, offering the consumer the exact product or service they are counting on.
It’s easy to identify the needs of the audience with the help of the following methods:
- Setting specific promotion goals, determining criteria for evaluating the work done.
- Segmenting the audience.
- Forming a unique value proposition for each separate group.
- Establishing communication channels with users.
Top-5 Channels for B2B Portal Promotion
Nowadays, when looking for partner companies, entrepreneurs are less often guided by personal recommendations and increasingly refer to the offers of search engines. In this regard, SEO promotion of B2B sites is more relevant than ever. The following tools will help expand the client base and scale business growth:
Search Optimization
To bring a site to the top of search results and increase conversions, it is necessary to follow a comprehensive approach that combines methods of on-page and off-page optimization.
The main goal of internal optimization is the maximum disclosure of the site to search robots. The essence of the internet resource can be conveyed to the search engine through keywords. Work on expanding the page semantics, using low-frequency keys along with current queries.
Take care of the quality of the published content, write interesting and informative, but clearly structured articles.
External SEO, in turn, aims to build a robust link profile for the site. The more quality links from external platforms the site receives, the more demanded and relevant it will appear to search algorithms.
PPC
Contextual advertising is a widely used tool for promoting B2B resources. This is due to its adaptability and high ROI. However, PPC will not deliver the desired result without audience segmentation. Also, launching contextual advertising is advisable already at the first stage of the sales funnel to maximize the potential client reach.
SMM
Social networks have become one of the main traffic sources, as these platforms are used by every 5th inhabitant of the planet. Create a corporate account on Facebook, Linkedin, Instagram, or any other popular platform and post there: expert advice, product reviews and selections, answers to frequently asked questions, as well as customer reviews and relevant topic studies. In this way, you will not only increase brand recognition but also form a positive company image and gain new leads.
Email Campaigns
Statistics show that email marketing is more effective than both SMM and even PPC. If you decide to use email newsletters as an element of your SEO strategy, take the letter drafting process seriously, focusing on content, conciseness, and interactivity.
In corporate client email newsletters, the following aspects are usually covered (in ascending order):
- Information about the release of a product line with a detailed indication of the release date, possible payment methods, delivery, and more (promotes trust in the brand).
- Description of a unique trade offer. The main task is to demonstrate the benefits of the product to the client, so the letter lists its advantages, sales statistics, and other significant information.
- Announcement of additional sales. At the final stage, the client is informed about other offers that might interest them (limited collections, discounts, etc.).
Content Marketing
The effectiveness of content marketing depends on the quality of distributed materials. Write articles on topics that directly or indirectly align with current target queries. Try to thoroughly address the researched issue, and importantly, speak simply about complex things.
Prepared materials will be suitable for posting on thematic platforms of various sizes, corporate pages, or professional media platforms.
Conclusion
B2B promotion takes time, and effectively implementing such a large-scale strategy in a short time is unlikely. However, if you are consistent and patient in your actions, the results obtained will exceed all expectations.
