Tangled Web of B-to-B Marketing
Web marketing has come a long way since the early days of the Internet, but many businesses are still figuring out how to adapt to the ever-changing demands and "rules" of creating a website that helps build their brand and lead to sales.
Every company should use its website as a "front end" of its marketing process to build credibility. But what does it mean to build a "credible" looking website in the current environment, where customers are more sophisticated than ever before, where people can do their own research, and where your website needs to deliver the right level of detail but without trying to do "too much?"
Here are a few of the biggest mistakes B-to-B sales organizations are making with their websites. See how you can learn from these mistakes—or avoid them altogether—and strengthen your sales with a more credible, effective website:
1. Too Vague - or Too Detailed
We all know that websites are selling tools. Your company's website should serve as the "front door" to your organization—this means that your website needs to effectively introduce your company and explain what your company does best, but without delving into every tiny detail.
Unfortunately, many companies make the mistake of having a website that has no sense of unique character—the website might talk in vague terms about "solutions" or "professional services," but without any real details about what the company does or even which industry it's in. If your customers go to your website and can't figure out immediately what your company does, that's a problem—you're going to lose people before you even get to talk with them.
Many companies are afraid to say what they actually do. It's natural to be sensitive about confidentiality, especially if you sell a proprietary technology, but some companies are too cautious. It's fine that you don't want to give away the "secret sauce," but if you don't list any ingredients, you will lose the attention of your audience. Trust your audience enough to let them in—even a little bit—to the larger story of what your business does and why it's important.
Gregg Schwartz is the Vice President of Sales and Marketing at Strategic Sales & Marketing, an industry-founding lead generation firm based in Connecticut. His company helps technology companies and various startups and small-to-mid-size businesses in the B2B sales category generate sales leads and improve their sales processes.