Blog post By Paula Chiocchi on 2014-10-30
Three Ways to Drive the Right B2B Traffic to Your Website
Numbers don’t lie, and if you’re in the business-to-business (B2B) sector, it’s time to pay attention to the new data coming out about how your customers are making purchase decisions today. For starters, businesses are going online in big numbers to not only perform pre-purchase research, but also to buy products and services, according to a recent report by the Acquity Group.
Acquity Group says the number of B2B buyers who spent 90% or more of their budgets online in the last year doubled from 2013 levels – from 9% to 18%. And nearly 84% of those buyers go to suppliers’ websites in advance of their business purchase. MarketingProfs spells it all out in a statistics-packed article on B2B purchasing behavior – take a look here.
The bottom line is, it’s more critical than ever to make your website a destination of choice for your B2B buyers. And if you think building it is all it takes to bring them to it, you’re wrong. Here are three ways you can drive the right traffic to your website so that you can close more sales and gain a competitive edge:
1) Make It Mobile: With the mobile revolution that’s taking place in the B2B
world today, there’s no excuse not to make your website viewable on a variety of mobile devices. Responsive design is the approach that most brands are taking to ensure easy viewing of their web properties regardless of the device. If you’re not familiar with how it works or how to implement it, ask a professional consultant for help, and do it soon. It’s worth noting that Google has officially recommended responsive design — and businesses of all sizes would be wise to listen. Responsive design can make your site more efficient for Google to index, which translates into better search results for you. And that leads us to our next point.
2) SEO Showdown: Google isn’t making it any easier for your company to be found in search. But there are still ways to ensure that your business name climbs as high to the top as possible, although it does take ongoing effort. Start with high quality content, and then mix in regular updates, inbound and outbound links, and good site security and architecture. Keyword usage isn’t what it used to be but it still matters and it’s a practice that’s evolved. Check out these SEO guidelines for some tips — you’ll be surprised what a little TLC can do for your search engine ranking.
3) Email Marketing Matters: Email marketing continues to be the number one marketing channel used in business today, and as such, it’s an important vehicle for driving traffic to your website on an ongoing basis. It’s no secret that the quality of the list that you use can make or break the success of your email campaign. If your house list isn’t up to par, or you want to expand it or augment it, a reputable business contacts service can help. SMBs and entrepreneurs with limited budgets will appreciate that some services will start providing you email contacts that hit your B2B sweet spot – across business demographics, job function and executive title – for as little as $25 an order. This gives you the ability to reach new leads and prospects that fit your B2B buyer profile at a very minimal investment.
As in everything that makes for a successful business, having an effective website takes an ongoing investment along with time, effort and expertise. But if you neglect your website, you might be missing out on a windfall of sales, because clearly, the numbers show that building a good web presence matters to your B2B buyers.
One way to drive the right traffic to your website is to use a business contacts service like BizFACTZ. Specifically designed to fuel sales, profits and customer growth for entrepreneurs, BizFACTZ is an easyto-use self-service platform that takes the cost and fear out of database marketing. The online service allows small businesses to quickly identify and download contact information associated with their desired target markets across a broad section of business demographics and industries. Each BizFACTZ order includes company and contact information, postal and email addresses, phone numbers and more. If you think you might want to give BizFACTZ a try, use offer code INTRO and receive a 20% discount on your first order. Clickhere to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.