Transforming Your B2B Landing Pages to Unlock New Leads

Transforming Your B2B Landing Pages to Unlock New Leads

B2B Landing Page

While B2B eCommerce has rapidly grown and evolved in recent years, one trend remains the same: successful landing pages are often the key to capturing leads. Business-to-business (B2B) sales can be trickier than business-to-consumer (B2C) sales because B2B sales typically involve complicated products, multiple stakeholders and a customer who may be wary about committing to a purchase. But this doesn’t mean B2B sales are impossible—it simply indicates that carefully developed landing pages are crucial to moving prospects down the path to purchase.

When creating landing pages, you need to remember that you’re not selling your product to just anyone. You have a target audience in mind, and you need to gain their contact information. With a good landing page, you can introduce your product to your target audience and also potentially get their contact information by offering something of value such as a white paper and a contact form.

To get the most out of landing pages, you can’t put just anything on them. You need a strategy in order to optimize these pages so that they are as effective as possible. Here are a few strategies you can use:

Focus on the Content

Start with the purpose of the page, then curate content to fit that purpose. This might be your only chance to draw someone in, so you need to get your message across instantly. A bold headline, strong subheading, and powerful call-to-action is the perfect combination to entice site visitors from the start.

Ultimately, the goal of a landing page is to walk the customer through the purchase process. Build brand awareness by giving a general overview of the company’s services or products, discuss the features and benefits, and then drive conversions by adding a call-to-action or contact form that makes them click. Additionally, include anchor navigation so the page appears more digestible. This could be in the form of a menu or drop down that follows the visitor as they scroll through the page.

Triple check the content to make sure there are no typos, then send it to another member of your team and have them look it over and add their perspective. If you’re not a great writer, consider hiring someone to do it for you. Writing a great landing page is about clearly communicating the benefits of the product or service, and formatting it in a pleasing, digestible way.

Keep it Simpleand Get to the Point

One mistake that some merchants make with their landing pages is trying to do too much. According to Nielsen Norman Group, 57% of visitors’ time spent on a page occurs above the fold (and 74% is spent on the first two screenfuls). If every single statistic about the services or products are included, not only will it overwhelm website visitors, but they’ll give up and leave the site without getting a clear picture of who the brand is and what they do. When creating a landing page, focus on the most important aspects of the product/service, and then use that critical information to develop the page layout. Be sure to keep it simple—a headline, visuals, copy, lead form, and call-to-action. B2B customers want clear explanations and answers in the least amount of words possible. Remember, the goal is not to close the deal, but to gain their permission to continue the discussion.

Make Use of Images and Videos

When creating a landing page, make sure it is not simply a large wall of text. A great way to change things up is to include relevant images, charts and videos. According to MDG Advertising, 67% of online shoppers rated high quality images as being “very important” to their purchase decision. With that kind of importance, be sure the images you are using are of high quality and, if possible, avoid cheesy stock images. To do this, consider subscribing to a reputable stock photography service such as Shutterstock.

Videos are a great way to lengthen the time that visitors are on the site, and can sometimes convey more information about the brand than text can. If including a video on the landing page, make sure the thumbnail is visually compelling and well-aligned with the content. If there is no thumbnail or the thumbnail is uninteresting, prospects won’t click. Also, be sure to either include some sort of wrap-up for the video or consider adding the video script beneath it. If they don’t have access to headphones, don’t have time to watch a video, or something else, make sure they won’t miss the main message.

Split Test

Finally, it’s hard to know if the content on the landing page is going to be effective. This is why split testing and tracking the results is vital. Split testing works like this: create two versions of the landing page, with differences in content and presentation. When someone enters the landing page, they are randomly shown one of the two versions. By tracking the results of each page, you can see over time which version performs better. Then apply what you’ve learned, and repeat the process making  changes and testing some more.

Always Look for Ways to Improve

The key to optimizing B2B landing pages is to always look for ways they can be improved. Sometimes, small changes like adjusting your title, adding in some more images, or changing the call-to-action results in tremendous results. If you need assistance with your B2B eCommerce site or are looking to polish your landing pages, contact us today.

Why B2B Companies That Embrace eCommerce Perform Better

Why B2B Companies That Embrace eCommerce Perform Better

B2B companies have traditionally sold their products via a long sales process with multiple stakeholders and purchase influencers culminating with a handshake and a written contract. These days, that just doesn’t cut it. Buyers want to take care of business quickly, with one or two clicks, rather than back and forth calling or emailing.

B2B commerce has evolved – and in order to keep customers happy and maintain revenue growth – you must too.

Now, we know that B2B eCommerce can often be more complex than B2C eCommerce. B2C sales usually entail fixed prices and straightforward information. With B2B, that’s not necessarily the case. Some companies sell products that are too complex to be sold online, and that’s ok. eCommerce websites can do more than complete a sale. They serve as sources of information (about both the products and the company) and can help walk buyers down the purchase path.

Whether a B2B eCommerce site serves as a purely informational tool or contains multiple catalogs of products, it still benefits B2B companies overall. Here’s why:

Increased Customer Satisfaction

It’s no surprise: B2B buyer preferences have changed in recent years. The rise of online shopping and technology usage continues to grow at a rapid pace and people seem to be in agreement: B2C retail practices have influenced customer expectations. Those practices, namely personalization, online catalogs, and SEO continue to be the top three B2C practices that influence revenue for B2B companies. So if the buyer preferences have changed, why hasn’t your B2B company adapted?

SAP Customer Experience states that business buyers are planning to make 55% of their work purchases online within the next two years. If buyers need a product, they expect to be able to compare prices or information quickly. eCommerce sites allow this information to be shared immediately, and (if feasible for that specific company) allow for an order to be processed shortly after.

An article from Magento indicates that “almost 80% of ‘digitally-mature’ companies surveyed report that their current set of B2B eCommerce technologies have been ‘very’ or ‘extremely helpful’ in improving their overall customer satisfaction and revenue.”

In order to stay relevant in the ever-changing sphere of commerce, you have to stay up to date on what the customer wants. In this case, they want company and product information at their disposal at all times.

It’s Efficient

Traditional purchasing methods simply aren’t as efficient as eCommerce. Technology eliminates the need for informational pamphlets or booklets, and in doing so, simplifies the buying process. When customers are able to visit a website and get almost all of the information they need,  it speeds up the purchase process.

Plus, if orders can be completed completely online, then errors from handling multiple orders are reduced. It’s convenient to complete a purchase at the snap of a finger, and even more convenient to be able to track a purchase instantaneously.

Development Has Been Simplified

In the past, upgrading to an e-commerce business was a long and arduous process. Now days, platforms have been updated to make the switch more palatable. There are agencies, such as InteractOne, whose sole purpose is to migrate clients onto the best possible platform for their mission and products. Though a significant project (like a new site build) will take a fair amount of time and be a financial investment, it’s worth it when taking into account the boosted revenue and satisfied customers.

Outsourcing help for a big project like a migration or site build is usually a good idea. It grants the customer the flexibility and focus to keep their company the main priority while allowing them to get the help they need from trained and experienced developers.

It Gives You A Competitive Advantage

Take a look at your competitors. Have they already launched an eCommerce store? If so, you probably already know the answer to this one.

Companies who have already launched on an eCommerce platform are likely capturing some of your business. Buyers are using their knowledge and experience with eCommerce and have begun incorporating it into their work lives, welcoming the simplicity it brings them.

And if they haven’t, get ahead of the game! Don’t be afraid to trail blaze – competitors will most likely follow in your footsteps shortly or immediately after.

How Should You Proceed?

Explore your options and do your research. But, as Magento Certified Developers, we certainly recommend looking into Magento Commerce 2.2 for the many core capabilities it provides. Namely:

  • Company account management: Supports sales for companies with multiple buyers or differing organizational structures. Self-service tools allow customers to track their quotes, orders, and credit without having to fax or phone you.
  • Custom catalogs and pricing: Allows for custom catalogs and price lists to ensure unique contract terms are supported online.
  • Quick ordering: Quick order forms, requisition lists, and easy reordering make online purchasing easy and efficient.
  • Mobile-ready sites: A mobile-first strategy is obviously important. With a fully responsive Magento site, orders can be taken on the go at any time.

If you are a B2B company looking into the possibilities that eCommerce can provide for your company, feel free to contact us today or feel free to check out some of our experience working with B2B companies.

How to Solve B2B Selling Challenges with an Inbound Marketing Strategy

How to Solve B2B Selling Challenges with an Inbound Marketing Strategy

The success of your B2B eCommerce business hinges upon your ability to anticipate and overcome B2B sales challenges. From lengthy sales cycles to complicated product lines, selling challenges can thwart purchasing activity and negatively impact your cash flow. Fortunately, you can overcome most of these challenges by enhancing your content, launching targeted eMail campaigns, and catering to the specific needs of key stakeholders.

Below are the top seven B2B selling challenges and the inbound marketing strategies that can help you solve them.

Challenge 1: Multiple decision makers have varying requirements

Solution: Develop content and eMail campaigns that address stakeholder needs. The growing number of decision-makers and influencers has complicated the B2B selling process. A article in Harvard Business Review points to the increasingly large and varied pool of decision makers as a key factor in a company’s purchasing paralysis:

“…The number of people involved in B2B solutions purchases has climbed from an average of 5.4 two years ago to 6.8 today, and these stakeholders come from a lengthening roster of roles, functions, and geographies.” – Harvard Business Review, 2017.

Because decision makers rarely share the same priorities, it is up to eCommerce merchants to understand the specific needs of key stakeholders and develop useful content that addresses those needs. Here are some content design tips that can help merchants convince multiple decision makers to approve a purchase:

  • Identify your top customers and get to know the specific needs of each decision maker
  • Create custom specification sheets for each primary stakeholder group
  • Use eMail segmentation to ensure that stakeholder groups receive customized content

Challenge 2: A lengthy sales cycle

Solution: Create a sense of urgency by offering time-sensitive promotions.
When coupled with properly planned incentives, time-sensitive promotions are an effective means of motivating customers to take action. You can create an eMail campaign to ensure that your customers receive details about your promotion as quickly as possible. The most effective time-sensitive promotions offer a specific incentive that is strong enough to compel a customer to place an order but not so costly that it is detrimental to your bottom line. Below are examples of effective and ineffective promotions:

  • Specific and effective: “Place your order by December 31st and receive a FREE $25 Visa gift card.”
  • Uninspiring, overused, and ineffective: “Place your order and receive 10% off.”

Challenge 3: Customers do not realize they have exceeded their credit limits.

Solution: Use eMail notifications to tell customers when credit limits are exceeded.
Busy purchasing agents typically procure products from a host of different vendors, including your company. Rarely will every vendor offer the exact same credit terms, which can make it difficult for purchasing agents to keep track of their credit limits for every vendor.

Fortunately, you can set up eMail notifications to ensure that your customers find out immediately if they have exceeded their credit limits. E-commerce platforms such as Magento are also useful because they allow you to hold orders for your customers until they receive your eMail notification and remit payment. When offered in conjunction with a variety of payment options, these strategies help keep customer satisfaction and sales at high levels.

Challenge 4: Past customers or once promising leads go into hiding.

Solution: Implement a lead nurturing campaign for dormant customers.
Few things are more frustrating for B2B sales representatives than the customer or promising prospect who suddenly disappears. Many representatives respond by amplifying their outreach efforts in an attempt to secure a sale. However, this type of pressure often pushes customers farther away. A lead nurturing campaign is effective because it subtly transforms you from a salesperson into an educator and supporter. Here are some strategies to incorporate into your lead nurturing campaign:

  • Use targeted content to appeal to the different segments of your customer base
  • Remember that a lead nurturing campaign should be supplemented with human intervention
  • Be prepared for the possibility that some customers simply do not want to purchase your products

Challenge 5: Your products are complicated

Solution: Create eBooks and instructional videos to facilitate learning.
Selling complicated products is a challenge for B2B sales representatives because they often possess only a general understanding of their functionality. Customers often expect sales representatives to be product experts and to be able to respond to technical questions about their operation. By creating eBooks and instructional videos, you arm your sales staff with the tools they need to educate customers. You can also supplement your eBook library and videos by following these tips:

  • Create a Frequently Asked Questions (FAQ) leaflet that answers common customer questions
  • Provide links to user manuals on your website
  • Feature videos of your products being used by your customers
  • Consider eMailing a copy of your instructional eBook or video to your best prospects

Challenge 6: Your products are viewed as dry or boring

Solution: Infuse life into your products with videos and case studies.
Not everyone can sell the latest groundbreaking mobile device or the latest fashion trends. Vendors are also needed to market products like car floor mats, toilet seat covers, storage bottles, and gauze. However, these products are often more challenging to sell because they are not viewed as exciting or interesting.

The key to resolving this challenge is to create a distinctive presentation that tells a story and captures the attention of consumers. You can achieve both of these goals by creating customer case studies and ideos of consumers using your products. Case studies that feature photos of products being used by customers are an especially effective means of promoting products such as sinks, lights, or monitoring devices that are often viewed as both boring and complicated.

Challenge 7: Tackling complex or high-stakes buying decisions

Solution: Enhance your website content.
High-stakes buying decisions often surface when businesses must replace capital equipment used by manufacturers or healthcare providers. High-stakes buying decisions are challenging for B2B sales organizations for two key reasons. First, they typically involve detailed analyses by multiple decision makers. Second, they often have a lengthy sales cycle because multiple stakeholders must weigh in on the decision. By enhancing your website content, you ensure that stakeholders have easy access to all the information they need to finalize their purchasing decision. You can enhance your website content in the following ways:

  • Create detailed product brochures that feature photos, specifications, and warranty information
  • Feature customer testimonials from industry experts on your website
  • Include case studies or videos of your products in operation at well-known facilities
  • Reward customers who are willing to serve as a reference or provide a testimonial

The Best Way to Resolve B2B Selling Challenges

The solutions outlined above will provide you with an excellent foundation for resolving B2B selling challenges and reducing their incidence. However, the surest way to tackle B2B selling challenges is to seek the guidance of a website development expert. For nearly 20 years, the team of professionals with InteractOne has partnered with leading technologies to help companies shorten their sales cycles and facilitate complex purchasing decisions.

Contact us to find out how our Magento-certified developers and skilled marketers can help you overcome your B2B selling hurdles. Through our superb content development and our winning eMail campaigns, we look forward to becoming your trusted solution for all of your B2B selling challenges.

Magento Commerce Named a B2B “Leader”

Magento Commerce Named a B2B “Leader”

Magento Named B2B Leade

Magento – The Best Fit for Mid-Sized B2B Companies

Magento Commerce, the worldwide leader in cloud digital commerce innovation, was named as a leader in “The Forrester WaveTM: B2B Commerce Suites For Midsize Organizations, Q3 2017” report. The research firm cited the Magento platform as the “best fit for mid-sized B2B companies that want an open, feature-rich solution that can be extended easily and inexpensively.” Magento Commerce CEO, Mark Lavelle, had this to say about the recognition:

“We’re seeing a wave of global demand as more B2B companies adopt digital strategies driven by the desire to meet heightened client expectations and the need to differentiate through personalized, self-service experiences across multiple channels,” said Mark Lavelle, CEO of Magento Commerce.”

Magento offers businesses the agility to respond in a rapidly changing environment with fast, cost-effective time-to-market solutions enabled by our flexible, cloud-based platform. Backed by our world-class ecosystem of Solution and Technology partners, our newest product release makes many of the leading B2B capabilities available “out of the box”, and builds on our long track record of leadership in B2B Commerce.”

Magento received the highest score possible in 14 sub-categories

The Forrester evaluation researched, analyzed and scored the top 11 B2B commerce platform providers focused on mid-sized merchants with $50 to $500 million in total revenue across a range of criteria. Magento received the highest score possible in 14 sub-categories evaluated in the report, including company vision; market presence; customer service providers; customizability; scalability; and caching.

For more of Forrester’s insights on B2B commerce and their evaluation of Magento Commerce, download a free copy of The Forrester WaveTM: B2B Commerce Suites For Midsize Organizations, Q3 2017.