Marketing City

Lessons B2Bs can take from B2Cs

By SiliconIndia   |   Wednesday, October 31, 2012
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Bangalore: B2B and B2C brands have traditionally approached marketing from different viewpoints. The reason being that B2B buying cycles are considerably longer, buyer mentalities are viewed as different and products usually require thorough speculation before a purchase is  finally made.



However, the gap between B2B and B2C buyers are closing in several ways. The similarities between both buyers can inform you on how you can effectively capture prospective customers online through a well designed website inspired by B2C companies. The common thread that lays between both B2B and B2C buyers are that they expect to be educated as well as informed about products being sold to them. And not to forget- they don't want to be bored by vast, catalog-type information; rather they need to feel as though you can understand their needs as well as problems.



Here are a few ways business brands can win customer loyalty, sales and leads by tactfully incorporating strategies used by consumer brand websites; as reported by Paul Dunay via btobonline.com-:



Design a Customer-friendly Website:



Most B2B websites often allocate some amount of space for news and events, space for few awards and, a prominent display of customer logos. On the other hand consumer brands design sites keeping the buyer in mind. When you view the home page, the products that the brand offers are instantly made crystal clear along with the promotions they currently run—and a user is able to search the site with ease. The calls for consumers to take action are made easily visible, as well as simple. If B2B were to incorporate this tactic, it would easier to get your value proposition across without cluttering your site with excessive content and thereby creating a confusing experience.



    Incorporate better search and sort capabilities:



For b2b companies, search is crucial to a website, enabling visitors to easily locate products you offer, also getting informed about the same.  Any user who is engages with search on your site probably knows about your business, hence offering that user a sophisticated search tool can help quicken up the process.



  Treat content as a category:



As you may have observed on the many b-to-c sites, your products and services pages are a category, so are your articles and events. Case studies, white papers, e-books, Content pages are critical to making the informative process interesting while also allowing visitors a wide range of choices to explore and  perhaps engage with as well.
Quick “pop-outs” appearing when visitors mouse over an event display a sneak peak of relevant information giving a good brief reason to why a visitor might want to go ahead and view the page.


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