DIGITAL ENHANCEMENT | The four points below will allow you to transform your website into a real customer acquisition tool.
Today it is difficult to find an industrial company that does not have at least one web page. Some have it because they genuinely believe it’s a way of introducing themselves to their customers and providing them with information. Others see no point in it except that not having a web page today risks raising questions about the credibility of the organization.
But there is a third category of business; those who have seen this, and the health crisis is no stranger to it, a real opportunity to rethink their customer acquisition and market development strategy.
In 2021, more than 90% of industrial investment projects start with research on the Internet. This figure alone should convince the most reluctant to focus on the web, but it is clear that many B2B companies do not (yet) understand this reality and the profound changes that have started with the pandemic. . Below are three steps that will help you start this transition:
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Create pages on your clients’ applications;
Pages showcasing “customer” applications with quality content are much more effective in acquiring leads than exposure, even very large. Presenting pages on your website prepared for your customers, that is, talking about their applications with their vocabulary, their needs, their problems and how you manage to solve them is a great acquisition tool. In this way, the research that will be carried out by prospects who have opened an investment project seeking to meet certain criteria that you have documented on your website, will lead with a high probability to your application page.
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Invest in SEO (Search Engine Optimization);
Since virtually every investment project begins with an Internet search, it is essential to be able to appear high on search engine results pages, led by Google. But how can this be guaranteed? How do you get your application page to appear, if possible on the first page, if not at least second when there are thousands, if not millions of pages that deal with more or less the same subject? This can be done in a matter of weeks or months by applying an SEO strategy. What is its SEO competition? What words are used by prospects when doing generic searches on a given topic? What are the elements to pay attention to.
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Use monitoring and analysis tools;
Using data analytics and tracking tools lets you know who came, when, and to see what. Today, it is possible to identify up to 30% of your website traffic. Let’s imagine that your company sees 1,500 visitors per month on its website; this means that it is possible to put a name on nearly 500 visitors each month. How many of them work for companies that are your clients but where you don’t have any open projects? And how many of them are companies that you don’t even know and that would benefit from investing in one of your solutions?
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Develop your retargeting strategies;
It is one thing to be seen by a potential client when looking for technical information, but quite another to be able to retarget them in order to convince them to talk to you. To do this you need to be able to present your prospect with information that may be of interest to them and get them to contact you (also called: conversion). Fortunately, if you have applied the previous points of the digital transformation strategy, you have the information you need to promote this conversion. With the help of tracking and analysis tools, you know the name of the company that came to your website, its field of activity and what it saw of your product line. All you have to do is set up a suitable retargeting activity presenting the customer problem and how you can help solve it. Whether through direct contact, an email, a LinkedIn post or even a digital retargeting campaign, you will have significantly increased your success rate thanks to this process: you know the WHO, the WHAT and the WHEN.
SWISS PRO DATA supports and advises industrial companies in the innovation of their sales process. We come from industry and know the specifics of capital goods purchasing decisions.
