Build and Run a B2B Corporate website
The corporate website is one of the most important parts of your entire digital strategy. It represents your business, converts traffic into leads for sales, and that’s just the start.
Why is the B2B corporate website important?
Central to all business-to-business digital marketing activity should be the B2B corporate website. Your corporate website is where all the traffic that you generate through your digital marketing activities should be sent. The corporate website should convert this traffic so that it can be nurtured and eventually followed up by sales. The corporate website plays a pivotal role in business-to-business digital marketing and in this section of Tactics For Growth, we cover everything you need to know when it comes to building and running a B2B corporate website.
What should a B2B corporate website do?
For business-to-business organizations, their corporate website needs to play many roles. It needs to inform multiple stakeholders; it needs to convert visitors, it needs to support potential customers on their sales journey, and it even plays a role in attracting future employees. The corporate website is most visible part of any business. Here are just a few of the many hats that a B2B website needs to wear.
The website is the business shop window
The B2B website is the always on shop window for your business. At all times it serves as the gateway to all aspects of your business, from being your 24/7 sales person to delivering support.
Websites help future customers discover your business
We know the B2B sales cycle begins with research. At the early stage where potential customers know they have a challenge but don’t know how to solve it, the thought leadership and insights on your website can help build awareness in your market.
Websites support the sales journey
The B2B website plays a crucial role in supporting the sales journey. We know B2B buyers are information hungry and vendor corporate websites are where they go to find a vendor specific information through the sales journey. When a prospect is evaluating a shortlist of vendors, only your website can provide trusted and accurate information.
Websites support analyst relations and corporate communications
Too many business-to-business organizations analyst relations and corporate communications such as PR play a really important role. The corporate website is where analysts and industry commentators come to learn about your business and your products.
Websites help recruit future employees
visiting the website of a future employer is standard practice whenever someone is looking to apply for a position. In a market where your business is competing with others for the best talent, your B2B website can tip the balance in your favor.
Websites can help retain existing customers
It’s expensive to provide support but your customers expect it, and in fact, support is a critical factor in a sales journey. A bad experience can impact your retention figures and impact new sales. Using online channels to provide support can be cost effective and provide a great experience for your customers.