B2B Monday Myth: B2B Web Design is All About Pretty Pictures
by MGB2B
The Myth: Web Design is All About Pretty Pictures
The Truth: B2B Web Design Needs to Properly Guide your Audience Throughout the Site
When it comes to B2B web design, the challenge has nothing to do with the pretty pictures and crazy font. Instead, it has everything to do with the process and functionality that guides your audience through the site.
User Experience
In order to do so, there needs to be a strong focus in user experience. A good user experience has to include accurate and relevant call-to-action buttons and website functionality – this is a non-negotiable. Website functionality isn’t about pretty pictures, like many may think. A clean and focused webpage format draws attention to the site and leads users to where you want them to go.
Also included in user experience is a strong message that is portrayed throughout the site. A lack of message (or an unfocused one) confuses your audience as to what your company does. A strong company message builds trust and lets users know what your company is all about. Your B2B web design must focus on strong messaging throughout the entire site in order to give your audience a sense of understanding – which will ultimately keeps them interested.
Call-to-Action
It is important to have the right call-to-action buttons throughout a site to drive people to a contact page and capture them as a lead. In order to drive people to a contact page, your B2B web design blueprint needs to include easy access to your lead generation form. Basically, if a user has to dig for a way to contact you, the website isn’t guiding your audience. And your user has to already have intent – and patience. A better user experience on your B2B page leads users to easy-to-find contact pages, which means higher conversion results.
The more CTA buttons you have, the better your results are likely to be. Repetition is key. Instead of just having one call-to-action button on the top of the website, it is beneficial to include them on the bottom of each page as well.
Lead Generation
Once your website is designed to accurately and effectively guide users through your site, more and more visitors are able to be converted into leads. After that, you can determine whether the call-to-action buttons helped to generate a lead. Then, you can see how they interact with your brand and determine whether the lead becomes “qualified”.
While pictures are eye catching, they do not create leads. If your B2B web design accurately guides your audience throughout your site with strong functionality and properly placed call-to-action buttons, there is a very strong chance that more users will interact and become interested in filling out a contact form to learn more.
Continue Reading5 Tips for Smart B2B Marketers on Black Friday
by MGB2B
Everyone else is out getting deals, pushing through crowds, and fighting over the last electronic gadget available for 79% off. But you — you are sitting back, eating a nice pile of leftovers, and planning for 2017. That’s the kind of business you run. So as you prepare, we’ve got a fews tips to get you started.
Here Are 5 Tips for Smart B2B Marketers As You Think Ahead to 2017:
- Get Your Creative Media Mix Right. Are you using the right medium at the right point in the sales funnel? This guide will help you fine-tune your plan, and hit the right people at the right time.
- See What You Can Gain From Your Trade Pubs. You can get more than just a print ad from your trade publications. More opportunities. More value. And a lot more leads.
- Learn the Latest Paid Search Opportunities. Adwords device bidding is one of the latest tools available to B2B marketers from our friends at Google. Those who use it correctly can gain an edge over their competitors.
- Know How Others In Your Industry Use Content. Learn not only the important stats for 2017, but what each one means for you.
- Rock the Trade Shows. Trade shows aren’t obsolete. They actually offer great new opportunities that never existed before. Use these 8 tips to do trade events right in 2017 — before, during, and after each show.
As the exhausted masses return from the malls, bruised and irritated by humanity, you’ll be sitting home with a belly full of turkey and a brain brimming with ideas for next year.
Happy Thanksgiving and a very Happy (and Smart) Black Friday to you!
Need more ideas for 2017? Drop us a line.
Continue ReadingB2B Monday Myth: You Need to Get a Brand Video Made — Quick!
by MGB2B
The Myth: You Need to Get a Brand Video Made — Quick!
The Truth: Figure Out the Content Before You Move Forward with Video
Video marketing isn’t just for the consumer market. The best perks of video marketing include engagement, brand awareness, and lead generation — which are all very important for B2B brands. But this isn’t breaking news. According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends — North America report, 79% of B2B marketers are using video as a content marketing tactic. So if you haven’t created or shared any videos, you should shoot a quick one and get it out there ASAP, right?
Wrong. The content of your video matters. Good video content doesn’t need to be high-quality (though if you can afford better production, you should do it) nor does it need to go viral; it just needs to have a message that matters to your customer base and triggers a connection to your brand, product, or even other customers. If you can pull this off in an entertaining or insightful way, you’ll be miles ahead of the poor video content that is out there today.
More than anything it’s important to sit down and plan. What are your potential customers looking for? What do they need from you and how can your video help deliver it? Always start with strategy.
In the meantime, here are a few video content ideas you can look through and see if any might be a good fit for your customers.
Engaging B2B Video Content Ideas:
- How-To Guides — Before turning to you, customers may try to tackle their problems on their own. Help them with the first steps, and you will be top of mind for when the problems become too big for them to handle on their own.
- Case Studies — This is a great way to showcase what you have to offer. Remember though that your customers don’t care about you, but rather about solving their problems. Use this format to address how your products or services have solved challenges they can connect to.
- Weekly Podcasts — A series is a great way to keep people coming back for more. If you stay committed to this sort of project, you will have created for your company an archive of useful problem-solving content. But you have to make sure you have someone (maybe you) in your organization who is willing to make the commitment and stick with it. It’s not something that can be done sporadically.
- Customer Testimonials — There is nothing more powerful than an emotional connection. And it is easier for people to form connections with other people than it is for people to form a connection to a product. If you have clients or customers who can do heartfelt testimonials and have a good demeanor on camera, see if they’ll be willing to help out. You’ll be surprised how many people will be.
Yes, video marketing has skyrocketed across all industries, but that doesn’t mean you should rush into filming something that no one will care about. Take the time to focus on the content of your video and, more importantly, what you want the video to accomplish before diving in head-first.
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