Most of the time when I talk to a company’s CEO, he or she gives me a clear idea about the value proposition of their B2B business. However, when I look at the company’s website, I rarely find any connection. There is usually a significant gap between the CEO’s speech and what the company’s website says.
The B2B value proposition in the CEO’s mind is disconnected from the value proposition communicated in the company’s digital assets. The problem is that it is the digital assets that are actively communicating the value proposition, all the time. Not the CEO. So the result is that the company is saying something that it is not.
This problem arises because the responsibility of communicating the value proposition often falls on people who do not have a deep knowledge of the business. In addition, leaders often do not have the skills or the time to transform their knowledge into clear messages.
What should be the message of your B2B website?
To have an impact, on-site messages must resonate with the target audience .
What does it mean to resonate? It is the ability of a message to evoke a strong and often shared emotional response among people. When something “resonates,” it means that it has touched or connected in a meaningful way with a person or group.
When creating the main messages of your B2B website, it is important to consider the following points:
Use the words your client uses.
Talk about the needs your customer experiences, not just your product.
Define exactly what your company does and provides, as your customer would say it.
Describe each of the functional and emotional benefits of using your product or service.
Accompany textual communication with graphic and visual resources that generate identification in your potential client.
To resonate with your prospect, it is essential to connect emotionally with their situation. In other words, it is key to speak the same “language” as your client .
The importance of a website that accompanies the B2B customer’s purchasing journey
A B2B website is a site designed to assist in the demand generation process . This means that it will play a key role in interacting with the potential customer in the 3 phases of the purchasing journey: awareness, consideration and decision .
The first stage is search and discovery . The potential customer uses different online search engines, accesses the websites of buy telemarketing data different companies and evaluates whether the information found generates confidence. In other words, he analyzes the different websites of his potential suppliers . The question that guides him is.
How can this company solve my problem or need?
In the second phase, keyword mapping – beginner’s tips after an initial filter, the client begins to make comparisons with the information he has obtained . He compares the value proposition of each company, clients, completed projects, recommendations. In this stage, it is necessary to talk about the product in depth. At this stage, uae phone number the potential client is asking himself : What solutions does this company offer me that the others do not?
Finally, it is time to make the decision. The client makes the final comparisons between the selected suppliers, delves into the value proposition, scope, work team, results to be obtained and possible return on investment.
Why should I do business with this company?
The best B2B websites help users solve “tasks.” The B2B buying journey is a set of interconnected tasks and your website must be prepared to help your potential customers who want to self-manage this journey. The best website is the one that assists them with the right information in an easy, simple, frictionless way.