The Marketing Boutique

The proverbial question that continues to get asked is, “How do I increase online traffic to my website?” From small businesses, hobbyists, fabulous bloggers to large corporations, everyone wants to know the secret online marketing sauce that will place your website on page one of Google.  Search Engine Optimization, content marketing, inbound marketing and digital marketing, these tactics are now your “need-to-know” for business success. Read More

How do you help your sales team close the deal or shorten the sales cycle? It’s with proof of sale.

Even before a prospective client begins the sales conversation with you, they need to feel confident that you can do the job. And, that’s probably the main role for inbound marketing – building confidence for your brand.

It’s probably why inbound marketing is getting a of press; it is the darling of marketing tactics. And, why not? A deep, well thought-out case study can generate qualified leads, build leadership and even close the sale. Read More

Understanding your target market behaviour is important. More so, since we all live online. Forrester estimates B2B eCommerce will top a trillion dollars and account for 12.1% of B2B sales by 2020. B2B online shopping is growing, giving you a lot of opportunities for your online B2B store. 

Understanding your target market behaviour through your website

Site Search & Product Filtering

For your b2b customers, online shopping is not a pastime. They are often under pressure to find the right product, at the right price. Most have time constraints, with little time to second guess themselves. As such, your site needs a powerful filtering and categorization set-up to help them find what they are looking – fast.

While your B2B customers may know what product or service they need, doesn’t mean they also know product features or service support that will be truly beneficial for their project. Sometimes, they don’t even have to stick to a strict budget. Consider including a Suggested Products functionality feature to your site to help increase upselling and cross-selling opportunities.

Include sales reps in your customer journey

As the B2B online shopping experience becomes increasingly self-managed by your customer, your sales reps may find themselves with fewer customer interactions. The consultative selling is still required, but since online shopping has removed one ore more steps in the actual closing process, their timing needs to be properly timed. Give your sales reps the opportunity to have a greater impact on your company by implementing a CRM that includes a contact manager, integrates your newsletter campaigns and social media.

An integrated website with backend technology could mean your sales reps will be interacting with your customers at the right time to answer questions, handle objections and provide a quote.

Expand your multi-channel marketing

To ensure that your B2B buyers see your content messages on the social media platforms they use the most, manufacturers and distributors are increasingly engaging customers at different touch-points.

This direct engagement using different sales channels generate more incremental revenue and cost less to serve a customer on a single sales channel. More importantly, engaging your customers on multi-channels increase customer support, which is in line with current customer expectations. As customer expectations rise, B2B buyers are demanding a full spectrum of self-service, full-service, and hybrid purchase options.

Create a Content Funnel to Drive B2B Online Sales

More and more B2B companies are developing a content marketing funnel. The reason being is that B2B products have a longer sales cycle and need more time to close the sale. It is estimated that a B2B sale requires 6 to 8 touchpoints to become a lead. That is 8 touchpoints to one sales lead.

To better understand your target audience’s behaviour and to help them move them down your funnel faster is by creating content they need. Content includes:

  • FAQ: B2B buyers want to learn about businesses and products
  • Competitive Analysis: Content that answers why choose you over the competition
  • Case Studies: Showcase your technical expertise, how you make it simple.

This is what they’re doing during all those preemptive touches. They’re reading, digging, and — most importantly — researching. B2B buyers prefer to self-educate well over halfway through a purchase decision rather than connect with a company sales rep.

Your content-based strategy should be designed to funnel customers from different pain points to your products. The content-based strategy should start on your navigation bar down to trade show visits.

Content Marketing should include content helps your target audience to:

  • Understand — to educate buyers
  • Select — to guide purchase decisions
  • Implement — for post-transaction support

If a new customer arrives to your site, they should be able to learn more about how you can help their problem and potential solutions you provide. Instead of pitching products, your goal is to develop need awareness so the buyer places a real value on solving their problem.

Remember, after all the false news, fake social media accounts, showing your content expert matter on your site is very important. No one else should be able to claim the same expertise as you. Content needs to sound trustworthy.

Selected Resources For You

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Here are our 5 small changes for your contact page and you’ll get big results!

We’ve spent a lot of time discussing how to increase your site’s online position with SEO tips, digital marketing know-how and content development.  But getting lots of traffic is only part of the equation, how we get our audience to take action is another matter.

Getting visitors to take action

Don’t think about the pink cake and you’ll think about the pink cake.

Here are 5 simple changes that you can do today on your contact form that will positively impact visitor engagement and increase the number of inquiries, and it all begins with design.  

Number of Fields

When it comes to your potential customers using your contact form, it starts with visual appeal. If they see a form with multiple fields, whether it is required or not to fill, results in few of your potential customers completing this contact form.

In other words, to increase the number of people to contact you, you need to cut the number of fields in your contact form.

Build Trust

Once your potential customer is on your Contact Page, add testimonials, endorsements as well as the all-important privacy policy. This way your potential customer feels confident they are contacting a reputable company.

It’s About Me

Simply changing your Call To Action from the second person to the first person will increase the inquiry rate. For example, “Start my e-course today” will have better results than “Click on the link.”

Increasing the Click Rate

We all want to increase the click rate and just by changing it to a clear, “click here”, will increase the click rate by 30%.

Add a Surprise to Your Thank You Page

Want to up-sell or cross-sell? Add a dedicated promotional offer to your Thank you Page, and research has shown activity for your promotional offer will increase by 39%.

Check out the infographic below.

Important Changes To Your contact Form to get better results

Bonus Tips

Include your privacy policy

If it’s not readily visible on your footer, include the link on your Contact page.

Reassure People With Introductory Text

Include a customer service detail, like when they’ll expect to hear from you and what to do in case of emergency. Remind them of where else they can find you, such as your active social media platforms and subscribe to your newsletter. Don’t leave your contact page blank. Extending contact details will help build trust and put them at ease in adding their email and other data.

Forget the Phone Number

Research shows that there is one single piece of information you keep asking that your potential customer hates giving away, it’s their phone numbers. By removing this field, you will reduce form abandonment in almost every situation.

Granted, not all changes are applicable for your business. However, these small changes can lead to improved visitor engagement and could be a good idea to test these with your website.

SEO is a dry and boring topic.  I go for the easy tips to help optimize my posts and here they are! Read More