The term B2B means a type of interaction where business collaborates with business. Collaboration can consist of buying or selling goods, providing services aimed specifically at business interests. A B2B site is a web resource that entrepreneurs create to attract customers from the business environment.
What are the features of such web resources, what are their goals and possibilities?
A B2B site is a web resource which is created by entrepreneurs to attract customers from a business environment.
For example, Gravitec.net is a B2B site and at the same time a SaaS platform for digital marketing. Mass mailing list services target the interests of a business that attracts its end customer (a buyer of services or goods for e-commerce; a reader for a media resource).
There are three basic business models:
In the first one, consumers interact with each other, offer each other products, etc. C2C sites are the sites on which such interaction takes place. For example, the site OLX, where you can buy or sell goods and services. Or Couchsurfing – a platform of ads for members of the program of the same name (travelers agree to stay with each other for free in different cities).
B2C sites aim to sell goods to the end consumer. These are online stores and all sites where retail trade takes place. This is where entrepreneurs and their customers meet. Instead of Couchsurfing, for example, there is Booking, where you will be offered rent for money. On such sites, on the one hand, the company posts information about its services; on the other hand, the user finds an acceptable product. Another example of a B2C site is Aliexpress. The customer finds products in the site’s search, or search engines.
B2B sites have a more difficult task. They need to “calculate” from the whole mass of users those who represent the interests of a business. That is, there are company benefits involved on both sides. B2B sites have a longer process of turning a lead into a customer.
In addition to business services sites, B2B also includes sites for wholesale sales (e.g., Alibaba).
Before developing a site, it’s important to determine the tasks it will accomplish. For example, you can limit yourself to a business card site if your main way of attracting customers is direct sales. Then such a site carries only a general informative function, but leaves room for communication with you. However, more and more companies use the expanded structure of the site with a list of services and their description, rates, sometimes with a blog. If we are talking about sites for wholesale sales, they are more often arranged as online stores.
Let’s look at the features of B2B sites with a bias towards providing services to companies. What should be paid attention to when creating and promoting such a site?
To determine the key components of the B2B site, first let’s identify the main stages of its creation.
There are several variants to attract traffic to the B2B site. If we’re talking about long-term effect and gradual investment of money, it’s important to pay attention to SEO promotion and PR.
An additional, and sometimes the main, source of traffic for a B2B site becomes a company blog. A blog on topics from the chosen sphere allows you not only to expand the number of queries for which customers come to the site but also to form an image of an expert in a particular area, to help already attracted customers to understand complex issues.
PR or mentioning your company on other sites gives you not only SEO promotion advantages (link mass) but also increases consumer confidence, brand recognition and widens the circle of visitors.
When you have developed a strategy and structure, it is much easier to give the TOR to designers, webmasters, copywriters to launch the site. Although sometimes startups create a low-functioning website about the company and then expand it.
The main thing is to focus on clarity and user-friendliness in design and content development. Your customers will thank you for caring about their time and convenience. Plus, search engines will appreciate the site’s structure and usability.
Popular CMS (Content Management Systems) – WordPress, Joomla, Drupal.
Perhaps this is one of the most difficult stages. Let’s say you were able to attract 1000 users a month to the site. But how to turn them into real customers?
For lead generation, you can create:
The idea behind promoting a user through the sales funnel here is that after first becoming acquainted with a company’s services, they gradually move from interest (subscription) to make a purchase decision. For B2B companies, attracting traffic through the website (content) is combined with the work of the sales department. The site generates leads by redirecting all incoming traffic to landing pages, and from there to a registration form where the visitor leaves a contact. Marketers then continue to work with the lead until it turns into a customer.
Many B2B companies use CRM systems to collect customer data from different marketing channels.
The lead base is collected when a visitor leaves his or her contact information in one of the contact forms on the site (email, phone number, subscription through a social media account).
But sites also use a simpler method to collect subscribers through push notifications. This channel collects the base many times faster than other tools. The push notification subscription window appears automatically when the site is visited and the user only needs to make one click to subscribe or decline the offer. If the visitor has allowed push notifications to be sent to him, he enters the subscriber base. Now you can continue communicating with him when he leaves the site.
Of course, for good results, it is important to involve different marketing channels, taking into account the characteristics of the target audience, its requests. For example, someone is more comfortable with business email correspondence, someone gets a promotional offer in a messenger, and someone wants to see news about updates to the service package in a push notification.
So, the basic elements of a B2B site:
To successfully promote their product businesses have to create a effective platform for interaction with customers.