Got a website? We’d be willing to bet a lot of money you do. We’d also bet there’s a 50/50 chance it hasn’t been revamped in the past five years. If that’s the case, your B2B brand is not alone.
For better or worse, we live in a time where your B2B web presence should be top of mind every day you walk in the office. Adding to the complexity, Google now crawls your site for SEO purposes on mobile before desktop. And your web presence isn’t just about your website anymore, but your presence across the entire web—social media, thought leadership, the works.
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Therefore, with the need to interact with your end-customers in numerous channels and touchpoints, we want to make sure your B2B brand is consistent, engaging and optimized, so your user has a seamless experience across the board. No matter where they interact with your brand.
A couple of months ago, we published some thoughts on how the marketing funnel has drastically changed over the last five years. Considering the funnel is no longer linear, your B2B customers are entering your sales cycle from their method of choice. Whether YouTube, Instagram, Facebook, thought leadership articles, display, organic search, paid search, etc., you need a consistent message and experience.
Content is more important than ever and your engaged customers want to hear from you. You’re sending emails, providing thought leadership on your website, creating videos, and posting socially—all with the idea of hooking your prospect and enticing them to go further down the sales funnel. The result? Revenue for your company. In fact, according to a study released by Forbes, consistent brand presentation across all platforms can increase revenue by up to 23%.
On top of consistency comes the user experience. You have to ensure your load speeds on your website/apps are fast. And by fast, we mean SUPER fast. 60% of Gen Z, which is now 30%+ of the world’s population and soon to be key decision-makers, simply won’t use websites that are slow to load or difficult to navigate. Part of your web presence is a simple user journey. Hook that prospect through your messaging, guide them to the information they need, and get them in touch with a dealer or sales rep in a smooth manner, so they can close that sale. Simple, right?
Considering these points, let’s take a look at some immediate steps you can take to provide this seamless brand experience. Conduct an audit of all existing touchpoints in which your potential customers have the opportunity to interact with your B2B brand. Is the message clear and concise? Are you communicating benefits as opposed to features? Do you have the same look and feel with all of your digital tactics that you have on your website? Is your website loading quickly and easy to navigate?
The world has changed a lot in the past decade, especially the last five years, and it continues to do so just about every single day. It might be time to make sure your web presence has kept up with the times and continues to evolve—just like your customers.