Post by lizaseo11 on Nov 8, 2024 23:29:36 GMT -8
The design and structure of an industrial company's website differs from a regular business website or online store. First of all, attention is paid to the availability of information and professionalism in the descriptions of goods/services. Of course, the sales department and work with tenders give their results, but a well-made website will help to significantly increase your profits. Agree that a cheap website of 3-4 pages, which sells construction equipment, expensive cottages, machines or production lines, does not inspire confidence. Moreover, a simple design, the lack of news for the last month is an alarming "bell" for customers who evaluate all the nuances.
What goals will an industrial company website help to achieve?
In business, profit comes first – and its growth. An Internet site will help in this matter if you set the goals and objectives correctly.
Mistakes in setting business goals look like this:
Increasing sales and profits of the enterprise.
Increase in traffic to points of sale.
Receiving new orders for production of products.
Entering new markets and regions.
Automation of routine tasks.
Why do such goals not produce results? From a superficial point of view, everything is written correctly, but there are no indicators of changes that can be measured or counted. Perhaps your company does not have an established analysis of performance indicators, and then it is necessary to implement the collection of statistics for all departments. If we are talking about increasing sales, how do we measure it? For example, sales increased by 5,000 UAH - this is growth, right? But on the scale of a large company, such amounts are not decisive. Although from a formal point of view, growth is happening.
When setting goals and planning, it is important to clarify all the indicators that will help evaluate the results:
Increase sales by 10% in 6 months.
The number of visits to retail outlets has doubled in the second half of 2020.
Receiving new orders for the amount of (specify the amount).
Entering the markets of cities (we write which ones) and opening 1 office in each of these cities.
Implementation of Bitrix-24 CRM into the enterprise's operations before January 1, 2021 and training of personnel to work with the system.
Notice the difference? The shopify website design second version of the goals has precise performance indicators that can be verified and recorded. The sales department increased the indicators by 8% - it means they did not work hard enough. They reached 15% growth - great, you can reward active employees with a bonus. It is also important to study the experience of the best managers in order to train weak employees and strengthen the skills of the entire team. The results of each manager must be taken into account and recorded in order to note the most effective work methods.
We formulate the following goals in the same way:
Upselling – in specific values. To do this, we determine the number of repeat contacts with the previous client base and the % of return of inactive clients. This can be done both in absolute figures and in %. At the same time, it is advisable to evaluate the effectiveness of the events – which actions of managers give the best results.
Attracting new business partners, dealers, agents – in which cities, how many people, how many sales. If you work with new partners, be sure to conduct training for them. You can record a video tour of the production, interview leading engineers and technologists who will reveal technical aspects. If your dealer network can provide competent advice, it will be easier for them to sell.
Opening new offices – where, in what city, who is responsible, what are the equipment costs, how many employees – that is, we are digitizing all the indicators again.
Defining your target audience
Large enterprises usually work with government organizations or in the B2B sphere. It is important to take into account the specifics of the employees' work and the specifics of decision-making during procurement.
The sales department will deal with:
With purchasing department employees (end consumers) in small and medium-sized enterprises.
In large companies and corporations, the decision is made by a purchasing committee.
In this case, retail chains and equipment suppliers act as reselling companies.
Each industry will have its own client profile, we provide approximate characteristics as an example.
Target audience demographics:
Men 85%, women 15%. Age from 35 to 55 years. These are heads of the purchasing department, higher or secondary technical education. Income level is average and above average.
Men 50%, women 50% - economic specialists, lawyers, accountants - all have higher education. Age from 30 to 50 years. Average income level.
Features of audience behavior:
They have an analytical mind and have information about competitors.
Conservative and make decisions based on numbers.
They choose reliable partners who provide maximum guarantees.
They are self-confident and have good negotiation skills and techniques for handling objections.
They know how to bargain and are persistent in negotiations.
Decision making algorithms:
They evaluate promotions and discounts because they know the prices on the market well.
They pay attention to logistics, ease of payment, and guarantees.
If the decision is made by a tender committee, the employee can present the information in a favorable or unfavorable light.
Availability of goods in stock, deferred payment, wide range of products are the most important factors on the basis of which a choice is made.
For the first purchase, the least risky methods are chosen, since we are talking about large sums.
They value the accuracy of delivery deadlines, service and the speed of your responses.
Reliable and proven suppliers have advantages due to the trust they have built.
Why do we analyze these questions so carefully when we talk about Internet promotion of an industrial company ? Your website and the content on the website can solve many issues related to making a decision on cooperation. If you know exactly the difficulties and problematic issues, then give answers to them immediately in the texts of the website. In this way, you will show your professionalism and understanding of the doubts of partners, and on the other hand, you will remove objections that managers would have to work with.
In this case, the "question and answer" section works well, which contains ready-made solutions to questions. Your managers are well aware of the most popular customer questions, so they can provide answers on the site in advance to simplify their work.
What will help you make a decision about cooperation
Each customer, partner, dealer has their own expectations and goals that influence the choice of supplier. And if you can answer these requests on the site, you will increase the number of sales and the average check.
What the client expects to receive:
High-quality goods/equipment in full configuration,
Execution of contracts on time,
The opportunity to receive competent advice from a technologist, engineer or other specialist,
For complex equipment – installation services and training of our personnel,
Availability of certificates and patents,
Possibility of assembling equipment taking into account the specifics of the customer’s work,
Service and supply of spare parts/consumables,
Competitive prices, transaction security and guarantees,
For large order volumes – flexible price offers and discounts,
Payment by installments, loans, leasing.
Experienced purchasing department employees have the following concerns:
Overpay for equipment or delivery,
Miss delivery deadlines,
Receive non-working/poor quality equipment,
Detect discrepancies between actual and declared technical characteristics,
Have problems with service, repair, spare parts.
All these issues should be reflected on the website and its pages. High-quality photographs of production facilities, workshops, office and personnel will help build trust.
Website development and online promotion of b2b company
After preparing and analyzing the information, you can start developing the site. It is understandable that some managers want to save money and reduce costs. For example, involve their in-house designer in developing the design, or ask the son of the chief technologist, who has completed programming courses, to make the site. This approach is justified for personal pages on the Internet, to which fewer professional requirements are imposed.
The optimal solution would be to involve key specialists immediately, at the design and development stage, since subsequent edits will require additional financial costs.
So, to develop a website, immediately involve a group of specialists:
Designer,
Layout designer,
Programmer,
SEO specialist,
Marketer,
Content Manager,
Copywriter.
Corporate identity, professional website design, convenient navigation – these are the first impressions of visiting an Internet resource. Considering that the site is multi-page, and most often the search will lead customers not to the main page of the site, but to specific products/services, pay attention to their design.
In the header of the site, be sure to indicate not only the company name and contacts, but also the regions of work. If you are a manufacturer, write about it, a dealer, also indicate it. It often happens that it is not clear on the site whether these are sellers, suppliers of spare parts or service services.
For example, the website says "Pools". A natural question arises: do you build them (starting from the foundation pit), install ready-made equipment, clean or repair pools? These are all completely different customer requests. In addition, pool construction is usually tied to a specific city - and this must be indicated immediately so that the site visitor can see the answers to their questions. Not every client will spend time searching for information on your website, and if they do not get an answer quickly, they will go to competitors.
How can you clarify positioning:
Manufacturer / Developer,
Official partner, representative, dealer,
Supplier of products of a certain TM (indicate which one).
If you work with retail and wholesale consumers, create a section called “Wholesalers” or “Dealers”.
In the design of the site, bright and flashy colors should be avoided. The emphasis should be on photographs and content. Videos will help strengthen the trust of customers - an overview of the enterprise's workshops, office premises, presentations from managers. Live contact with the help of video helps to form a connection and conveys certain emotions. Do not use photographs of other people's products or employees from the Internet.
The following must be added to the website:
photographs of real workers, technologists, machines and equipment,
graphic materials, sketches, drawings in the process of work,
photographs of the exterior of buildings.
On the administration and department pages, it is necessary to add contacts and real photos. Add interior elements - flowers on the table, books on the shelves, work folders.
When designing a website, do not overuse fonts and text styles. It is more important to convey the meaning, rather than to impress with curls or contrast. Such elements will distract readers and are completely inappropriate on the business pages of a corporate project.
How to Present Products on a Website
The product catalog is the main selling element of the resource. Simple and logical navigation on the site will help you quickly find the necessary equipment, its price and technical characteristics.
Here is an example of a catalog page:
Photo of the product (good quality, from different angles).
Technical specifications in table form.
Standard sizes, configuration and manufacturing options.
If necessary – installation diagrams, drawings.
The price for the basic configuration of the product "from" and indicating the possibility of adding additional options.
Operating instructions.
Price lists available for download.
Information about the availability of goods in stock or the production time to order.
Product advantages (not in general terms, but as precisely as possible from a technical point of view).
The button "order" or "order a call back".
Feedback form or technical support chat.
Related products and accessories.
The ability to search on the site will simplify the work of managers and help them navigate among a large number of product items.
What do customers want to know about your company?
When getting to know your company, partners will first study the product catalog and prices. However, before deciding on cooperation and signing a contract, they always pay attention to the history of your company. Here it is important to show your history (how many years on the market), production volumes in the form of graphs by year, information on dealer networks - if you have representatives in the regions. A large customer is looking for information on production capabilities - whether you can provide their volumes on time and at a high level of quality.
Nowadays it is common to make a separate block – Our clients, where the logos of customers are placed. Add here letters of gratitude, reviews and awards at various competitions and exhibitions.
Photos and video messages make it easier to get to know the company, since in any case, you will have to work with people.
Strategy for online promotion of b2b company
The promotion strategy starts with the goal – using the decomposition method. First of all, you need to answer the question: what do you want to get from the Internet promotion of an industrial enterprise. Write down specific goals with measurable characteristics that will allow you to evaluate the results.
Be sure to set realistic deadlines for achieving these goals. What tools will be used in the work? What statistics will you collect, evaluate and compare and for what period? How much will it cost to develop and promote the site, support it and update the information?
If you order a turnkey website development, consider the reliability of the development company so as not to lose contacts with technical specialists later. Be sure to register the domain and all bindings using your contact information, and not third-party specialists. This is important, since you must periodically renew the use of the domain name and hosting, and there may also be questions about the security of the Internet resource. All these letters, reminders and calls should come to you, and not to the development team.
After the website is developed, 5 tools are used for online promotion:
Contextual advertising that will allow you to immediately attract customers based on target queries.
Targeted advertising in social networks.
SEO promotion requires time and financial investment (but the costs are less than advertising), provides a long-term effect and good positions in search engines.
Content marketing builds trust and increases loyalty of your product users. It requires a professional approach, competent work of a copywriter and technical specialists of your company.
SMM marketing works with your clients from social networks. Here you can publish news, photos, discounts, promotions, event announcements, interviews, useful information, reviews and recommendations from clients.
After developing the site, be sure to indicate it on all paper and advertising media: banners, price lists, business cards. Increasing the site's traffic will not only help increase sales, but also improve its position in search engines.
What goals will an industrial company website help to achieve?
In business, profit comes first – and its growth. An Internet site will help in this matter if you set the goals and objectives correctly.
Mistakes in setting business goals look like this:
Increasing sales and profits of the enterprise.
Increase in traffic to points of sale.
Receiving new orders for production of products.
Entering new markets and regions.
Automation of routine tasks.
Why do such goals not produce results? From a superficial point of view, everything is written correctly, but there are no indicators of changes that can be measured or counted. Perhaps your company does not have an established analysis of performance indicators, and then it is necessary to implement the collection of statistics for all departments. If we are talking about increasing sales, how do we measure it? For example, sales increased by 5,000 UAH - this is growth, right? But on the scale of a large company, such amounts are not decisive. Although from a formal point of view, growth is happening.
When setting goals and planning, it is important to clarify all the indicators that will help evaluate the results:
Increase sales by 10% in 6 months.
The number of visits to retail outlets has doubled in the second half of 2020.
Receiving new orders for the amount of (specify the amount).
Entering the markets of cities (we write which ones) and opening 1 office in each of these cities.
Implementation of Bitrix-24 CRM into the enterprise's operations before January 1, 2021 and training of personnel to work with the system.
Notice the difference? The shopify website design second version of the goals has precise performance indicators that can be verified and recorded. The sales department increased the indicators by 8% - it means they did not work hard enough. They reached 15% growth - great, you can reward active employees with a bonus. It is also important to study the experience of the best managers in order to train weak employees and strengthen the skills of the entire team. The results of each manager must be taken into account and recorded in order to note the most effective work methods.
We formulate the following goals in the same way:
Upselling – in specific values. To do this, we determine the number of repeat contacts with the previous client base and the % of return of inactive clients. This can be done both in absolute figures and in %. At the same time, it is advisable to evaluate the effectiveness of the events – which actions of managers give the best results.
Attracting new business partners, dealers, agents – in which cities, how many people, how many sales. If you work with new partners, be sure to conduct training for them. You can record a video tour of the production, interview leading engineers and technologists who will reveal technical aspects. If your dealer network can provide competent advice, it will be easier for them to sell.
Opening new offices – where, in what city, who is responsible, what are the equipment costs, how many employees – that is, we are digitizing all the indicators again.
Defining your target audience
Large enterprises usually work with government organizations or in the B2B sphere. It is important to take into account the specifics of the employees' work and the specifics of decision-making during procurement.
The sales department will deal with:
With purchasing department employees (end consumers) in small and medium-sized enterprises.
In large companies and corporations, the decision is made by a purchasing committee.
In this case, retail chains and equipment suppliers act as reselling companies.
Each industry will have its own client profile, we provide approximate characteristics as an example.
Target audience demographics:
Men 85%, women 15%. Age from 35 to 55 years. These are heads of the purchasing department, higher or secondary technical education. Income level is average and above average.
Men 50%, women 50% - economic specialists, lawyers, accountants - all have higher education. Age from 30 to 50 years. Average income level.
Features of audience behavior:
They have an analytical mind and have information about competitors.
Conservative and make decisions based on numbers.
They choose reliable partners who provide maximum guarantees.
They are self-confident and have good negotiation skills and techniques for handling objections.
They know how to bargain and are persistent in negotiations.
Decision making algorithms:
They evaluate promotions and discounts because they know the prices on the market well.
They pay attention to logistics, ease of payment, and guarantees.
If the decision is made by a tender committee, the employee can present the information in a favorable or unfavorable light.
Availability of goods in stock, deferred payment, wide range of products are the most important factors on the basis of which a choice is made.
For the first purchase, the least risky methods are chosen, since we are talking about large sums.
They value the accuracy of delivery deadlines, service and the speed of your responses.
Reliable and proven suppliers have advantages due to the trust they have built.
Why do we analyze these questions so carefully when we talk about Internet promotion of an industrial company ? Your website and the content on the website can solve many issues related to making a decision on cooperation. If you know exactly the difficulties and problematic issues, then give answers to them immediately in the texts of the website. In this way, you will show your professionalism and understanding of the doubts of partners, and on the other hand, you will remove objections that managers would have to work with.
In this case, the "question and answer" section works well, which contains ready-made solutions to questions. Your managers are well aware of the most popular customer questions, so they can provide answers on the site in advance to simplify their work.
What will help you make a decision about cooperation
Each customer, partner, dealer has their own expectations and goals that influence the choice of supplier. And if you can answer these requests on the site, you will increase the number of sales and the average check.
What the client expects to receive:
High-quality goods/equipment in full configuration,
Execution of contracts on time,
The opportunity to receive competent advice from a technologist, engineer or other specialist,
For complex equipment – installation services and training of our personnel,
Availability of certificates and patents,
Possibility of assembling equipment taking into account the specifics of the customer’s work,
Service and supply of spare parts/consumables,
Competitive prices, transaction security and guarantees,
For large order volumes – flexible price offers and discounts,
Payment by installments, loans, leasing.
Experienced purchasing department employees have the following concerns:
Overpay for equipment or delivery,
Miss delivery deadlines,
Receive non-working/poor quality equipment,
Detect discrepancies between actual and declared technical characteristics,
Have problems with service, repair, spare parts.
All these issues should be reflected on the website and its pages. High-quality photographs of production facilities, workshops, office and personnel will help build trust.
Website development and online promotion of b2b company
After preparing and analyzing the information, you can start developing the site. It is understandable that some managers want to save money and reduce costs. For example, involve their in-house designer in developing the design, or ask the son of the chief technologist, who has completed programming courses, to make the site. This approach is justified for personal pages on the Internet, to which fewer professional requirements are imposed.
The optimal solution would be to involve key specialists immediately, at the design and development stage, since subsequent edits will require additional financial costs.
So, to develop a website, immediately involve a group of specialists:
Designer,
Layout designer,
Programmer,
SEO specialist,
Marketer,
Content Manager,
Copywriter.
Corporate identity, professional website design, convenient navigation – these are the first impressions of visiting an Internet resource. Considering that the site is multi-page, and most often the search will lead customers not to the main page of the site, but to specific products/services, pay attention to their design.
In the header of the site, be sure to indicate not only the company name and contacts, but also the regions of work. If you are a manufacturer, write about it, a dealer, also indicate it. It often happens that it is not clear on the site whether these are sellers, suppliers of spare parts or service services.
For example, the website says "Pools". A natural question arises: do you build them (starting from the foundation pit), install ready-made equipment, clean or repair pools? These are all completely different customer requests. In addition, pool construction is usually tied to a specific city - and this must be indicated immediately so that the site visitor can see the answers to their questions. Not every client will spend time searching for information on your website, and if they do not get an answer quickly, they will go to competitors.
How can you clarify positioning:
Manufacturer / Developer,
Official partner, representative, dealer,
Supplier of products of a certain TM (indicate which one).
If you work with retail and wholesale consumers, create a section called “Wholesalers” or “Dealers”.
In the design of the site, bright and flashy colors should be avoided. The emphasis should be on photographs and content. Videos will help strengthen the trust of customers - an overview of the enterprise's workshops, office premises, presentations from managers. Live contact with the help of video helps to form a connection and conveys certain emotions. Do not use photographs of other people's products or employees from the Internet.
The following must be added to the website:
photographs of real workers, technologists, machines and equipment,
graphic materials, sketches, drawings in the process of work,
photographs of the exterior of buildings.
On the administration and department pages, it is necessary to add contacts and real photos. Add interior elements - flowers on the table, books on the shelves, work folders.
When designing a website, do not overuse fonts and text styles. It is more important to convey the meaning, rather than to impress with curls or contrast. Such elements will distract readers and are completely inappropriate on the business pages of a corporate project.
How to Present Products on a Website
The product catalog is the main selling element of the resource. Simple and logical navigation on the site will help you quickly find the necessary equipment, its price and technical characteristics.
Here is an example of a catalog page:
Photo of the product (good quality, from different angles).
Technical specifications in table form.
Standard sizes, configuration and manufacturing options.
If necessary – installation diagrams, drawings.
The price for the basic configuration of the product "from" and indicating the possibility of adding additional options.
Operating instructions.
Price lists available for download.
Information about the availability of goods in stock or the production time to order.
Product advantages (not in general terms, but as precisely as possible from a technical point of view).
The button "order" or "order a call back".
Feedback form or technical support chat.
Related products and accessories.
The ability to search on the site will simplify the work of managers and help them navigate among a large number of product items.
What do customers want to know about your company?
When getting to know your company, partners will first study the product catalog and prices. However, before deciding on cooperation and signing a contract, they always pay attention to the history of your company. Here it is important to show your history (how many years on the market), production volumes in the form of graphs by year, information on dealer networks - if you have representatives in the regions. A large customer is looking for information on production capabilities - whether you can provide their volumes on time and at a high level of quality.
Nowadays it is common to make a separate block – Our clients, where the logos of customers are placed. Add here letters of gratitude, reviews and awards at various competitions and exhibitions.
Photos and video messages make it easier to get to know the company, since in any case, you will have to work with people.
Strategy for online promotion of b2b company
The promotion strategy starts with the goal – using the decomposition method. First of all, you need to answer the question: what do you want to get from the Internet promotion of an industrial enterprise. Write down specific goals with measurable characteristics that will allow you to evaluate the results.
Be sure to set realistic deadlines for achieving these goals. What tools will be used in the work? What statistics will you collect, evaluate and compare and for what period? How much will it cost to develop and promote the site, support it and update the information?
If you order a turnkey website development, consider the reliability of the development company so as not to lose contacts with technical specialists later. Be sure to register the domain and all bindings using your contact information, and not third-party specialists. This is important, since you must periodically renew the use of the domain name and hosting, and there may also be questions about the security of the Internet resource. All these letters, reminders and calls should come to you, and not to the development team.
After the website is developed, 5 tools are used for online promotion:
Contextual advertising that will allow you to immediately attract customers based on target queries.
Targeted advertising in social networks.
SEO promotion requires time and financial investment (but the costs are less than advertising), provides a long-term effect and good positions in search engines.
Content marketing builds trust and increases loyalty of your product users. It requires a professional approach, competent work of a copywriter and technical specialists of your company.
SMM marketing works with your clients from social networks. Here you can publish news, photos, discounts, promotions, event announcements, interviews, useful information, reviews and recommendations from clients.
After developing the site, be sure to indicate it on all paper and advertising media: banners, price lists, business cards. Increasing the site's traffic will not only help increase sales, but also improve its position in search engines.