You may be at the top of your game when it comes to the industry you’re in and the goods you sell but without a little know how about the world of B2B marketing, you’re going to get left behind.
Get some insider tips on how to position your brand and attract new customers with our insider’s guide to creating great content.
Get A Little Personal
You don’t need to write down your life story online but your website should have an identity, a strong identity something that combines your brand image with who you are as the CEO. Business insiders will tell you that customers like knowing they’re dealing with people who, like them, share the same values around customer care and quality.
Simple ways of achieving this are to create a team page; complete with headshots, of everyone your customers could be dealing with, including top tier management.
Go even further by creating content that tells your company’s story. Not just as an historical timeline but a piece that shares your early vision, struggles and ultimately how you’ve got to where you are today.
This open and transparent insight into your company will go a long way in building up a customer relationship based on trust and understanding and gives your readers something they can relate to personally.
Whether you’re dealing with the public or other industries in your sector, content is the driving force on your website. If you’re a B2B company then you’re going to need web pages that set an authoritative and knowledgeable tone, letting your clients know that they’re doing business with the industry experts.
Avoid overly light-hearted, conversational content and keep it straight talking and factual. Keep the more jovial side of things for your blog content, which in its nature should be more informal.
If you’re not an expert in content writing and don’t have anyone on your team who can step into the role then consider bringing in the professionals such as https://www.figmentagency.com/seo-surrey/, rather than risk getting it wrong.
Remember that you’ll need to bear in mind high quality SEO-friendly keywords and the proper placing of links too.
A word on blogs, if you haven’t already gone down this route then consider building it into your website. A well placed, well written blog can pay dividends when it comes to building your brand and establishing your presence in search engines.
It provides that previously spoken of human touch and allows you to clearly demonstrate how knowledgeable you are about the needs of your customers, all of which feed back into building your business.
While B2B businesses find themselves up against some stiff competition, there are definitely some that handle that competition better than others. Viewing yourself as more than just a website that sells is the first step towards establishing a firm and long lasting identity.
It’s this identity that helps build relationships and these relationships that finally result in loyalty. Take the time to look over your site with a critical eye and decide if you’ve built something that helps or hinders your brand identity.