Businesses have seen it all.
Marketing tricks, lead generation strategies, customer conversion tactics – there isn’t a trade secret they haven’t already used themselves.
This, not a longer buyer journey, is what makes B2B sales so challenging.
Of course, B2B markets usually have more complex decision-making units, more rational purchases, and less behavioral and needs-based segments. Even their products are far more complex.
In order to sell yours faster than your competitors sell theirs, you need to learn how to leverage your strongest differentiating point. And that’s something you can learn from B2C leaders.
Creativity is, therefore, the missing, yet the most critical element for B2B markets.
Here’s how this relates to your website and why.
1. More Complicated Pain Pains, More Complicated Solutions
B2B businesses sell business tools and solutions.
Let’s take chatbots, for example.
Most tech-savvy individuals know that chatbots are AI-based and empowered with machine learning capabilities such as natural language processing. That’s a lot of big words.
Before you can sell a complicated solution such as chatbot, you must explain what it is, how it works, and what it does in plain language. No big words, no tech terms, and no jargon.
Remember, your website visitors are not here to educate themselves. They are here to find a solution to their problem and find it fast.
This requires a creative approach to your website’s messaging that will allow you to answer the “key question” with utmost clarity. The “key question” being – “why should I buy this?”.
You may think “well, that’s obvious!”, but is it really so for your potential customer?
When it comes to B2B product descriptions, the emphasis should not be put on your stellar features, but on practical benefits that your customers will see once they start using them.
Here’s a rule of thumb for you to follow:
Never assume your potential customers are already educated on the matter, or that they want to learn anything more than how your product can help them solve their problem.
2. Multiple Sales Funnel Stages Require Multi-Stage Content
Creative blog content is a good way to explain your product’s benefits.
Not only are blog posts just as effective at capturing B2B leads as they are at B2C lead generation, but they also help cater to the needs of visitors in various stages.
While product descriptions should answer “key questions” for uninformed prospects, blog posts should offer more in-depth information for late-stage leads.
These prospects will find FAQs helpful.
In case your visitors continue to bounce despite blog posts and FAQs, use quiz maker software to ask them why. This will help you improve your content and thus boost your sales.
3. B2B Customers Have Less Time to Browse Your Website
B2C consumers don’t only shop when they need something. They also have more time for browsing, and they don’t mind spending hours researching a website offer.
You can’t rely on your consumers’ patience when you’re selling B2B solutions.
Another thing to consider is that your chatbot doesn’t differ much from your competitors’. All B2B products are more or less the same, which makes convenience the decisive factor.
This is what convenience means in terms of your website:
- It’s not the appearance that should be creative, but navigation.
- Your content layout should be just as clever and user-friendly.
- The website’s hierarchy must be used to direct your sales funnel.
- Great imagery should make products easier to understand.
Every single element of your B2B website should serve the same purpose – to help your potential customer find what they need very quickly. Without that, they’ve already bounced.
It goes without saying that your website should look professional and appealing, but the aesthetical aspect here is actually less important than functionality.
4. Longer Decision-Making Process Means More Persuasion
There’s another important difference between B2B and B2C consumers.
In B2C markets, purchasing decisions are self-driven, which means that whether or not the lead will convert into a paying customer depends solely on the lead.
In B2B markets, you need to convince not one, but at least a dozen individuals.
To make sure that everyone from the company you’re selling to is on board with the purchase, you need to pull out the big guns and make your offer indisputably convincing.
You can’t simply say “our product is the best”.
You must be more creative than that.
A creative approach to effective B2B differentiation is third-party substantiation through case studies, testimonials, and reviews. Numbers never lie, so ask your customers to equip you with stats.
Quiz maker software can also help you collect feedback from your past and current B2B customers. Display these results on your website as proof of your product’s effectiveness.
5. B2B Sales Are Tricky – Reinforce Conversion With CTAs
No call to action? No calls!
Without a powerful CTA to instill a sense of urgency and navigate the buyer’s journey towards the end of the sales funnel, your B2B website won’t be a very effective conversion tool.
However, you should bear in mind that modern-day consumers don’t fall for outdated CTAs.
“Contact us now” simply doesn’t work anymore.
This is another element of your website that you’ll need to be exceptionally creative about. Start thinking outside of the box and try to figure out what it is that seals the deal for your customers.
Perhaps they want to test your product first?
Buying a business solution is not the same as buying a pair of shoes. Not only is what you’re selling far more expensive but it’s also a potential key to your customers’ growth.
In B2B markets, the only CTA that truly works is the one that offers a sneak peek into the product’s value and profitability. “Try a demo” or “Download now” are fine examples.
6. Thoughtful, Intuitive User Paths
The best B2B websites are focused on helping and teaching rather than selling and promoting. They organize information and employ design cues that guide users toward answers to their questions and further along the buyer’s journey until they’re ready to make a purchase.
Creativity may just be the crucial element of a B2B website that converts.
Business-to-business sales are challenging because the usual marketing tricks don’t apply to these complicated markets. They require a more innovative out-of-the-box approach.
So roll up your sleeves, put on your thinking cap, and create.
About The Author:
Kamy Anderson is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, He is an expert researcher at a ProProfs that’s known for creating delightfully smart tools.
Disclaimer: Feature image provided by the author.