Nowadays, there is a huge reliance on digital channels as B2B buyers pass through the stages of their purchasing journey.
This has influenced businesses to re-evaluate how they will identify, nurture and pursue opportunities.
Successful companies will create a strategy where digital marketing and in-person strategies complement each other at every stage of the buyer’s purchasing journey.
One of the major factors that many businesses may have to consider is a website re-design, particularly if they are noticing that customers just aren’t purchasing from them online. This can be the case if their website is not designed to support buying behaviour but are rather primarily designed to showcase their business.
When businesses are showcasing their business, they are telling the world three things:
- Who we are
- What we do
- How we help
When businesses are encouraging buyers to buy, they have to meet three important (and very different) factors:
- Give customers an entry point on their terms
- Signal your solutions in the customers’ language
- Help customers do what they are on your site to do
Let’s go through these 3 factors in more detail!
1. Give customers an entry point on their terms
Instead of talking too much about the background of your business, focus on providing customers an opportunity to share something about who they are, and what they are searching for.
By allowing customers to talk about themselves, you will be able to foster a connection to them and gives them a feeling of a much more personalised web experience.
2. Signal your solutions in the customers’ language
Once you have connected with your customer, you can now guide buyers to your solutions using the language of customer outcomes, rather than your capabilities.
This means that you are emphasizing how your solution will benefit your customer, rather than stating what you can do.
Successful companies take the time to understand what customers are seeking to achieve, and then use customer focused language that resonates with them the best.
3. Help customers do what they are on your site to do
What are customers aiming to do on your website?
If you can answer that question, great job!
You know the goals of your customer.
If you can’t answer that question, don’t worry! Your next assignment is to brainstorm what specific buying tasks your customers are coming to your website to complete.
This will help you determine the best strategies to allow the buyer to easily progress along their purchasing journey.