Unlike B2C, every B2B purchasing decision is considerate and well-thought through. Almost every time it follows a predictable sequence of steps - understanding what is causing a business problem, researching ways to solve this problem, comparing the most suitable alternatives, and finally committing to one of those alternatives. The issue is that the proliferation of internet has enabled the average business buyer to go 57% through those steps in full anonymity and without any help from you.
Product ads don't do the job of attracting buyers anymore, as they intercept customers in the later stages of their evaluation and don't have any effect on the journey that is happening before that. This can be easily validated by the dropping traffic and conversion rates businesses are experiencing today.
The solution is Content Marketing. This is the marketing approach in which you use your company's unique expertise to produce educational content that helps your customers answers the questions that arise during the stages of the evaluation journey. You then use the content as bait to attract those customers and form a relationship with the goal of guiding their purchasing decision.
Depending on the type of business your are in and your goals, the complexity of a website redesign can vary.
Get our free e-book and learn how to rock your next website redesign project!
We compiled a list of the most common things that are overlooked by businesses when creating their website’s homepage.