Between making cold calls, managing existing accounts, nurturing leads, and closing sales, B2B sales representatives can find themselves without enough time or energy to give prospects the attention needed to convert them into customers. However, through a robust B2B digital marketing campaign, we can relieve a little of the pressure and responsibilities put on sales teams.

Over the next few weeks, we will take a deep dive into how digital marketing efforts can complement your sales team. We’re kicking off our series by looking at how a great website can help generate quality leads.

Lead Generation Improves with Digital Marketing

Whether you’re looking to sell lead radiation shielding supplies to nuclear construction sites or fasteners to industrial OEMs, you might wonder if a website is all that important for your sales. After all, you work with other businesses in the industrial market. Do you really need an optimized website as a component of your industrial marketing and sales strategy?   The short answer: Yes. You do.

Gone are the days of prospective customers picking up the phone and speaking to a sales representative about a product or service. Today, prospects are much more likely to conduct research independently via the internet, which is why you need an SEO optimized website. Your industrial website acts as your 24/7 salesperson or storefront. It creates trust and legitimacy for your business, brand identity, and products or services.

Involve Your Sales Team with Your Website Digital Marketing

Between an increasingly global marketplace and social distancing, we’ve become a much more screen-based business world than ever. As a result, in modern industrial B2B marketing, it is much more efficient and cost-effective to allow your website to take on some of the work and complement the efforts of a sales team. Optimizing your website with your ideal customer in mind will generate better qualified leads and ultimately an experience that produces more sales.

Create Customer Profiles

Using your website as a lead-generating aspect of your industrial marketing campaign and sales strategy allows communications to flow in multiple directions. Instead of static printed advertisements such as brochures or billboards, a website will enable you to see how your target audience reacts to your B2B marketing in real-time. You can learn details and habits thourgh website analytics such as:

• Who has visited your site multiple times and what pages they visited
• Who has downloaded content produced by your business
• Who is signing up for company events or clicking on links to learn more

This information can help create a buyer persona to pinpoint your desired audience, learn what they are seeking online and provide it,  and generate more leads for the sales team. This way, sales knows they are engaging with targeted, qualified prospects that have been found through Search Engine Optimization (SEO), Pay-Per-Click (PPC) Marketing, and other analytics services.

At Ecreative, we often use buyer personas to help our clients focus their online B2B marketing strategies to generate better leads. For instance, by developing these personas and redirecting their industrial marketing strategies, one of our clients increased their conversion rates by 70% compared to the first half of the year.

B2B Website Design is Important

Just as with a brick-and-mortar office, your website creates your first impression. You want to make sure it is a positive experience. Something as simple as adjusting your color scheme, moving a Contact Us! button, or introducing a more intuitive menu navigation can have a noticeable impact on sales and lead generation. Even the speed at which your website loads is important to Google and can make or break a prospective conversion.

When you design and build your industrial website from the ground up, you can ensure it has the features and functionality to complement your sales team. There is no one-size-fits-all answer for designing an industrial website. What matters is creating the website user experience and tailoring solutions to attract and convert your specific prospects into paying customers.
 

Your Website is a 24/7 Salesperson

Your website is your very best salesperson. A fully optimized, well-presented B2B website allows you to make that great first impression while establishing yourself as an authority and expert in your field as customers move through the buyer’s journey. One way to do this is through carefully crafted content and copy displayed on your website.

We’ll go more in-depth on how to use your content to create conversions in our next post in this series, but for now, while thinking of your website’s content, consider including:

• Product-specific landing pages
• An About Us page 
• Customer testimonials and/or positive reviews
• Case studies
• Blogs
• Links to any social media accounts

Check out how we used a strategic marketing plan to boost a client’s strengths to increase the quality and quantity of leads generated through their website. Compared to the first half of the year, they increased their conversion rates by 14% by keeping content updated and fresh.

Ready to Generate More Sales on Your Industrial Website?

Building a website and filling it with content designed to bring in more customers and generate better leads and sales can feel like a lot, especially if you don’t come from a web design background! Don’t worry. Ecreative has a full team to help with website design, website development, and industrial digital marketing.  

We use a client-focused approach to learn about your business to stay in front of your desired customer base, rank better on search engines, and grow your conversion rates as we build you a website that will generate more traffic, more clicks to your website, better leads and more sales. 

Learn How a Sales Focused Digital Marketing Program Can Equal Sucess