Business to Business Web Design, SEO, and Online Marketing
One of the questions we get from our web design clients is, “Is there a difference between business to business web design, SEO, and online marketing, and business to consumer web design, SEO, and online marketing?” Our answer is an unequivocal yes. Business to business marketing requires a more professional approach than business to consumer marketing. This approach can mean several significant changes in the information you provide on your website, as well as the SEO terms that are likely to drive business clients to your website.
First, clients searching for business to business services or goods are more likely to be very specific in their SEO terms. Therefore, the terms you need to get potential clients may not be the terms most likely to increase your overall search results. This can actually be a very important distinction, especially if you engage in any type of pay-per-click marketing programs; while you want visitors to your website, when your business sells to other businesses, you do not want a generic increase in your click-thru rate. Instead, you want an increase in your conversion rate. You want your online marketing to bring you more clients.
Second, clients searching for business to business services or goods are more likely to want greater detail in their information. While business to consumer marketing needs to be sufficiently basic, so that novices can understand the information, that basic approach can turn off business consumers. They have come to your website because they know what type of good or service they want for their business, so, instead of explaining the basic of it to them, you need to highlight why your company is their best choice for a provider. The more information you have available on your website, the more research your potential clients can do, and the more likely they are to contact you for more information. Moreover, make the information available in various formats. If something can be downloaded, it makes it easier to compare to competitors, and also makes it easier for your sales team to reference that information.
Third, business to business marketing should be layered. You want highly detailed information for the people researching your business, but also informative, condensed versions of the same information for anyone reviewing their decision.
Finally, business to business marketing needs to make it easy to contact you. While business to consumer sites may have a generic contact format, business clients want to know that they can reach whoever they need directly. Therefore, include contact information for all relevant personnel or departments, including: sales, service, and billing.
To find out how Shoreline can provide you with the professional, polished, informative, and user-friendly website you need for your business to business media marketing, contact us today at 888-591-8205.