The digital landscape has created a highly competitive environment for businesses to operate in, making it increasingly more difficult to stand out from the marketing clutter. SEO, PPC, and email marketing are only some of the more modern and conventional methods of attracting a new client base, but the downsides are plentiful, often leading to high investment and minimal return.
As a B2B business, your website will be the frontline of communication to your target market, which makes it absolutely crucial to have a high-performing website. Having a competent website is an incredibly effective way of building rapport. Here are a few tips on how to make your business stand out.
Make sure the design is on point
Design and color significantly impact the way your audience perceives your brand and so getting these two factors right can immediately instill positive emotion into your users. Failing to do so will make people switch off and search elsewhere for their answers. It is crucial that a B2B business has a professional-looking website without stifling the personality of their brand, something that firms sometimes struggle to achieve.
Striking such a sweet balance between the two will help to accentuate your brand’s character, which will ultimately make your website more engaging. The right use of images, words and bold typographic elements can be an effective way of conveying important aspects of your business. E-commerce websites especially need to ensure that their website provides users with a good customer experience to prevent them from being overly bombarded with products and information. Hiring a firm that specializes in online customer experience, such as Weaveability, would be an effective investment in overcoming this problem.
The information architecture needs to be logical
Having a pristine-looking website with the right color and design is a prerequisite to any high performing website but what is equally as important is having great information architecture. Businesses that come onto your website will want easy access to all of your products and services. Making it difficult for them to navigate your site is an act of digital marketing suicide that will only make it more difficult for you to attain new clients.
This is arguably the most important aspect of an e-commerce website. The solution here is simple – make the navigation logical. For more information about IA and its importance, click here.
Provide valuable content
For many B2B businesses, content marketing often appears to be the secret to increasing brand awareness and attaining a new client base. Before beginning a content campaign, understanding the basics of content marketing is absolutely crucial for it to be worth the investment.
There are a number of important things that you need to consider when trying to implement an effective content marketing strategy. Ask yourself the following questions:
- Who is your content going to be marketed to?
- What’s the purpose of the content?
- What type of content are you going to make?
- What marketing channels will you target?
- How will it be promoted?
- What measurement techniques will you use when your content goes live?
- Who are your competitors and what content are they promoting?
Answer these questions, and start to implement changes, and you should see your customers becoming more engaged with your business.
