Boosting B2B Marketing Goals
The first step in the continuous process of qualifying website visitors is getting people's attention so that they stay on the site long enough for website metrics to get further information, which can be used to generate leads and customize the user experience. That sounds simple but proves difficult in real-world conditions when people are searching on the Internet on smartphones and want immediate answers to their preconceived questions. The best practices for new site visitors is to optimize the site based on the device visitors are using. If customers use a mobile device, the website can easily gleam geolocation data, and cookies can help to paint a picture of visitors that access the site from desktop computers.
Numerous marketing studies agree that companies have only about three seconds to show visitors that they have come to the right place to find the answers, products or information they seek. That's why the first set of wireframes in the B2B eCommerce development process usually deals with marketing-related conversions such as capturing leads, getting people to register and convincing them to download something or otherwise identify themselves. If the website can get their attention for more than three seconds, there's a strong chance that visitors will acquiesce to providing at least 30 more seconds to be convinced to do something or receive an overview of the company and its products or services.
Content Is King, but Wireframes Put It on the Throne
Ultimately, content is what will convince people to stay on a website or take other actions that can promote a B2B company's initial goal of obtaining actionable marketing information. Delivering relevant content at critical stages of a visitor's journey results in higher conversions, and 86 percent of B2B organizations use content in their external marketing. However, inbound marketing saves an average of $14 dollars in advertising costs for each new customer that companies acquire. It's critical to make the best use of an eCommerce platform’s existing content, which customers might never see without a strong engagement strategy. Unlike B2C websites that receive thousands of visitors and can afford to operate if they just convert small percentages of their total visitors, B2B companies have fewer visitors and a longer sales process, so sound business practice dictates that companies engage their visitors at higher rates to be successful.
Wireframes guide the strategy of where to put each feature in new-visitor displays based on which device each person uses. Wireframes show how the content works in a graphical context by laying out how the display will look, where to place images, video and audio files, which creative company assets to spotlight and what other lead-generating features to incorporate to capture information. Planners need to pay attention to keywords, tone, language and other factors in the actual content to connect with visitors, but the wireframing can be done early in the process because it helps to set content goals and results in better content generation. Examples of typical B2B engagement strategies for first website visits include the following actions:
- Getting visitors to identify themselves
- Convincing people to register
- Gaining information by offering an incentive or free download
- Persuading visitors to reveal their reasons for visiting the site by answering questions
- Customizing displays by asking about which products or catalogs interest the visito
- Offering free newsletters or marketing tips
- elling a compelling story about the company or current events that impact the relevant industry or B2B market
- Providing free consultations on marketing
The goal of first contact is to gain sales leads, but don't ignore the opportunity to make an immediate sale, though this happens less commonly in B2B marketing than retail sales.