B2B Marketing | Expanding Your Web site Content
Tom Schmitz // Mar 26 2008
If your business to business web site is like most companies’ its focused is on:
- Generating leads
- Trying to get as much information into as small a space as possible.
Too bad. Compacting your Internet marketing strategy and your online content are huge errors. The desire is understandable. Time is precious. People are busy. No one enjoys adding to their work load or increasing the company’s overhead.
Have you considered this?
- Most people find most web sites by using search engines. Search engines, like Google, have huge appetites for original content. Every page of original text adds to your web site’s ranking strength and increases that likelihood that your web site will be found.
- The best practices for attracting B2B leads online are the same the same as they are offline. You have to gain their attention and trust first and often before they need your product or services.
Instead of asking how you can get more message into less space on your B2B web site, ask how you can expand your content to make it worthwhile to more people and earn greater respect from the search engines at the same time.
Here are some ideas:
- To sell your products and services online
How many different ways can you break this down?
- By product or service
- By each industry you serve
- Do you include video or other types of demos?
- To publicize trade shows, conference appearances and events
- To build your company’s brand and reputation
- To position your company as an industry and peer leader?
- White papers
- Educational content
- Industry news, patents and regulatory information
- As a client support center.
- As launching pad for new marketing ideas or new products and services
- To ask for client, industry and target market feedback
- As an information center for stakeholders who are not leads or clients
- Your B2B customers’ customers
- Your Suppliers
- Your Investors
- The media and press
How does your company use its web site?