Business to Business Marketing
With Your Web Site
Business to business marketing with Web sites is sorely misunderstood by the vast majority of businesses who build sites. Business owners spend hundreds or even thousands of dollars building their sites and end up very disappointed that they receive no traffic or sales. Part of the problem is that the sites are designed by Web technicians or graphic designers who lack experience in marketing. I've actually met with business owners who told me that, after having their site built, they asked the company how to promote their site and were told to include the link in their brochures, which was the original model for the site! The typical small business to business Web site is what I like to call a WWD or What We Do Web site. Instead of being a source of useful information that can solve a visitor's problems, the Web site is an online brochure filled with features and statistics about the company and how great they are. Your business product or service solves your customers problems or fills a need, doesn't it? If so, then use your site to teach your visitors. Become a trusted source of useful content. As you build this trust, your visitors will become more likely to choose you when they are ready to make a buying decision. Research on Web browsing behavior consistently proves that people are searching the Web for INFORMATION so your Web site should provide it.
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Solve Your Visitor's Problems and Be a Solution
What problems do you solve for your customers? Why should your prospects or customers buy from you? This question relates directly to developing your
Unique Selling Proposition
which is the reason your customers should buy from you. If you can't tell your visitor why you are different and why your business is the natural solution to their problems, they will click and go elsewhere.
Be Easy to Reach
| I have personally gone to many business to business and business to consumer Web sites with my credit card in hand with all intention of ordering but left the site without ordering because of the difficulty of doing so. The way I see it, if it hard to order or contact the company, I assume their customer service will live up to the same standard. The Internet is obviously far to complex to adequately cover in a single Web page so I will continue to add content to help you build your Web business. If you'd like me to review your Web site, please contact me, Paul Flood to arrange a review of your
Business to business or business to consumer Web site
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