One of the worst things from a marketing perspective with B2B campaigns is when you look at big companies that have great products or services, but are unable to capitalize due to poor marketing campaigns. The name of your brand and your reputation, will only get your business so far. If you want to strike while the iron is still hot, then you need to focus on switching up your online B2B campaign.
Businesses no longer have the luxury of being oblivious to the latest strategies and tactics for B2B campaigns, because there is no shortage of accessible information online. However, there are many businesses that have marketing professionals who refuse to conform to the latest trends, and prefer to do things the old-fashioned way.
This is a foolish position to take because the strategies that initially brought them success are outdated, and the target audience has also changed and matured. By failing to adopt cutting edge digital strategies they are refusing to adapt and improve their online B2B campaigns. When put under the spotlight for lack of results, the common excuse used is poor execution by the teams.
However, if any business wants to remain competitive, they need to adopt new marketing strategies. All businesses need to adapt to their environment, and that can only be done when you decide to switch up your online B2B campaigns.
8 Signs that show your B2B Marketing Strategy is Outdated
You can’t seem to engage clients
If you’re failing to engage your clients, you’re failing to reach your potential as a business, which is why it is important that you offer them with a comprehensive contact page. This is important for capturing leads and customer satisfaction.
51% of people will not do business with a company that doesn’t provide them with thorough contact information.
You will lose more business if you’re not providing your clients with contact information, which is why it might be time to redesign your website and switch up your online B2B campaign.
You’re not capturing leads
You may not have any problems in attracting traffic on to your website, but you also need to convert that traffic into sales. Lead capturing is important for a business, otherwise they won’t make any money, and to do that you need to include landing pages, forms, and call-to-action buttons on your website. You won’t be able to convert leads without them.
Your website is cluttered
Having lots of content on your B2B website is a good strategy, but you can easily overdo it as well. A cluttered website is going to be an eyesore, and visitors to your website will run away, which is why it is important to balance things out. You should know about the value of whitespace, since it helps visitors focus on the important things on your website. It helps to improve readability, and also helps lead capturing as well.
Your website design doesn’t match your brand
Businesses must focus on their brand positioning as well, which means clearly outlining what the brand and the B2B website represent. The design scheme of your website needs to be in sync with your industry, and should include strong brand messaging. You should be clear about your goals as a business with your clients and customers, which will only help serve your B2B campaign.
Your website hasn’t been updated
When the digital revolution came about, and computers became mainstream, basic website designs were the norm. However, technology has grown rapidly over time, and that has also influenced website designs. If you want your B2B campaign to be successful, you need to update the website design as well. If you’re not sold on that, these statistics might change your perception:
66% of web users want websites with visually appealing designs
38% of web visitors won’t engage with a website with poor content or layout
79% of web users prefer going to websites that are mobile friendly
If you want your B2B campaign to be a success you will need to work on upgrading your website design.
You don’t upload fresh content
You need to frequently upload fresh content on your B2B blog, which is important for SEO, more visitors, driving organic traffic, and converting leads. If you don’t have any new content on your website, your website traffic will fall off a cliff. If you don’t have a blog on your website, you can add a ‘news section’, which will help provide visitors with helpful, informative, and relevant information.
The website is unresponsive and slow
One of the main reasons to switch up your online B2B campaign is if you have a website that is slow and unresponsive.
71% of mobile users stop going to websites that take too long to load or crash frequently.
The average web user only waits about 5 seconds for a website to load. If your website is slower than that, you are going to lose traffic and customers. So, make sure that your website is as fast and responsive as possible on desktop and mobile to keep visitors happy and conversion rates soaring.
You can’t update anything
Websites that are inaccessible or haven’t been updated in a long time will not attract visitors, which is why it is important to freshen things up. You can either upgrade your web design or design a brand new one from scratch to ensure that your website manages to attract more traffic.