B2B technology marketing has undergone tremendous change in the past few years. A shrinking sales force, the rise of remote work and new buyer behaviour have turned up the pressure on internal brand assets to deliver the goods.
Previously, companies relied on one-to-one, personalised consultations with sales agents to deliver sales. Buyers now expect to be able to make purchasing decisions with minimal human interaction. And that puts company websites front and centre in a revitalised marketing strategy.
First, listen to your audience and show them what they want
Websites serve multiple stakeholders or audiences, including existing and potential customers – often from multiple industries – as well as suppliers, employees and potential employees. Understand what they’re looking for when they visit your website and make it easy for them to find it. Show website visitors how your product or service solves their problem – rather than repeating technical specifications that might not be as important for key business decision-makers.
Technology is moving at lightning speed and businesses are evolving just as fast. How you can stay agile:
- Make sure your website reflects your current offer to clients. It's surprising to notice how often this is not the case.
- Incorporate blog posts, case studies, and campaign-specific landing pages to appeal across audience segments.
- Don’t forget to analyse internal search results and terms, and include these in your content strategy
Be ruthless...
Read Full Story: https://www.bizcommunity.com/Article/196/33/225466.html
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