How to Design & Skyrocket your B2B Website for the Right Audience?


The Website Audience:

Sales for the businesses happens on the website. The buyers want to interact online. It is a more efficient and effective communication channel of doing the business. The Visitors on your website can be defined as,



In order to make sales happen on your website, you need to,

* Build a website that works for your business.
* Build content to be easy to understand and relevant to your audience.
* Build content strategy that most likely to sell.

Identify who they are, how they want the content presented will help you build the content for your website, Inbound and outbound marketing generates a higher volume of sales.  If you know the profile, you can target the right audience.  Once you know the profile, it will be easy to target and measure for optimizing the website. Sweetspot marketing is targeting, measuring and optimizing the web experience for the visitor that represent for future revenue.


Work through these four steps for your website and judge to how thorough you need to be,

  • ·         Identify the audience group
  • ·         Classifying the website audience
  • ·         Rating the impact of  content
  • ·         Prioritising the audience attributes

Is your entire website is aimed mostly one audience group? eg. just local residents and just customers Or separate audience group like tourists, residents, and suppliers. Draw up a table showing each audience group and alongside each one, note the related section of the website.

Once you identified the whole website is aimed at mostly one audience group, then complete the audience classification tool. It is a matter of judgment that how far to go breaking the site down to sections and audiences.


Audience Attributes
Example characteristic and scenarios
Your audience characteristic and scenario
 Impact
 (High, Medium,
Low)
Who
Age and Age groups
children, teenagers,  young adults, over 65


Personal lifestyle
resident, the parent, a person with a disability, retired, tourist, school student, a university student, migrant


Gender
 male, female or both


Language
English as a first language, English as a second language


Education
school, college, university, post-graduate


Learning preferences
practical demonstrations, learns by example, systematic learner, task-oriented


Work attributes
professional, business owner, executive, unemployed, specific industry sector



Existing knowledge
how much they already know about the content, product, service


How
The device they will read it
PC, handheld device, large monitor, small monitor


Internet connection speed
fast broadband, standard broadband, slow


Why
Why users seek the content
to be complete a task, seek an answer, buy something, entertainment, training


Importance of the content
vital, useful, interesting, important


How they found the page
Google, a link from another site, word-of-mouth, newsletter link,



Then, rate the website audience with high, medium, low according to the degree of impact to the style and nature of the content. The aspects of content to consider in the impact rating for the attributes are,

  • Style and tone of the writing
  • readability, vocabulary, and comprehension
  • quantity of text and level of detail
  • structure and method of importing the message

This rating exercise for the website helps you to determine the impact on the nature and style of content. Once you complete the rating exercise, prioritize the audience attributes for the whole site or each relevant section of the website. So, the Content writers need to keep this in mind when composing, structuring and editing the content.

Inbound  Vs Outbound Marketing:


Inbound and outbound marketing helps to find people who are already looking for you. A cohesive content strategy based on buyer intelligence is the foundation for highly effective inbound and website conversion optimization(WCO). It is a marketing strategy focused on attracting, educating and empowering the consumer to the relevant content that helps to guide them and purchase the relevant product. 

In order to implement the inbound strategy, you need to understand the buyer's journey. It is the research process that the buyers prior go to the purchase process. Inbound marketing is all about creating relevant and remarkable content to each stage of the buyer's journey. This means you will be helping the buyers by understanding their problems and how your brand truly fit their needs.  So, it is defined as,

Content within Context that’s Inbound marketing
It makes an impact on brand awareness, lead generation and nurturing, cost reduction, educating the prospects so that the products & services speeds up the sales process overall. Content is the fuel that empowers effective inbound marketing, but an ad-hoc content approach simply won’t do. 

The brief, valuable, targeted, broadly, appealing, unique, findable content is paramount.  The sound content strategy is the foundation for inbound demand creation and performance optimization.

Priorities: Attract, Engage and Qualify are the top 3 priorities for inbound marketers. it is a buyer-driven world. In reality,  prospects find you when they are ready. Effective inbound marketing makes them easier to find. It is all about your ability, attract, engage an qualify the right audience. Website conversion optimization creates an environment that attracts, engage and qualify visitor.

Attract Stage Tasks

-          Drawing target audience via social, SEO, advertisement, events and program integration
-          Pre-define and preparing to track the desired clickstreams and activities for each audience

Engage Stage Tasks

-          Providing the relevant and high-value content rapidly open a communication channel
-          Delivering the content based on behavior, visit source and profile data

Quality Stage Tasks

-           Using the forms and registrations in a progressive manner to build the email list of the audience. Don’t ask for too much information all at once
-          Using web activity and responses to feed lead scoring models

Alternatively, Outbound marketing is interruptive and pushes itself to an audience, irrespective of the audience wants it or not. It is an traditional marketing in TV, radio, newspaper, magazine, direct mails etc., It is written for the product need of the customer.  

The traditional outbound strategy can be found in digital distribution forms as email blasts. Banner ads, PPC. With the careful planning and study of the demographics, a small percentage of the audience will listen to the interruption in the story and convert into a customer.

About the Author:

Company Profile: Creative Web Graphic Solutions is a website design and web development company provides superior UX/UI for your applications and branding services for the B2B, B2C, Enterprises, and lean-startups across the world. For more information, visit website page www.creativewebgraphic.com

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