In online marketing, only one person matters: your customer.
If your customer doesn’t understand something, or if they can’t see why it matters to them, then you might as well be talking to a wall. And walls don’t have much buying power.
Want to get a customer’s attention?
Then market your B2B business online as if all you care about is your customer: their wants, their needs, and their success. After all, if you make them successful, you’ll be successful. It’s a win-win.
If most of your website copy includes your company name or the word “we,” it’s time to re-think your strategy. What you provide may help your customer, but the simple fact that you provide it is not enough.
Let’s look at two examples that both include the same call to action. One champions the company’s virtues, while the other champions the customer’s needs and how the product’s benefits meet them. Which example is more compelling and customer-focused?
If your website is based more on your business rules than on how your customer looks for and processes information, you are doing your business a disservice. Here are two common pitfalls.
You can have the prettiest website with the coolest graphics on the planet, but if you don’t have content, substance and calls to action, you’ll get nowhere.
You won’t rank in search engines, your customers won’t be able to find what they need, and they won’t be able to contact you easily. What good is that?
Figure out what your B2B customers want first, and build your website architecture and content around that. Then use design and graphics to complement and enhance it. If you start with design first, your website won’t perform as well as it could.
Any other things to add to this list? What else have you seen on websites that serves the company before the customer?
Contact SVM if you have any questions, feedback, or would like to further discuss this topic.