The foundation of any good B2B marketing strategy is to know your customer.
Knowledge of their unique pain points and work related challenges is key to successful marketing outcomes.
This knowledge will form the basis for the second idea for website traffic generation I will discuss this week.
Idea 2 Develop an Website Tool/Widget
Today I want to talk about developing a website tool as a means of attracting relevant website visitors.
If you want people to visit a website, you need to give them a reason to come.
Developing a tool or widget that addresses a need characteristic to your customers, will give prospects a reason to visit.
An example of such a tool might be a mortgage calculator on a bank’s website.
People looking to find out how much they could potentially borrow (a customer need) would conduct a search and end up landing on the bank’s website.
Modern B2B marketing is all about providing value to your prospective customers. Prospects these days are too savvy to fall for the tactics used even 5 years ago.
A website tool aligns perfectly with this value based marketing philosophy.
The work involved in developing a website tool or widget, might look something like this:
- Customer Research. Interview current customers or use information you’ve acquired on sales calls, to understand the challenges that drove them to become customers in the first place.
- Brainstorm. Use the information gained in the first step to come up with ideas for website tools that will help your prospective customers.
- Development. Once you have settled on an idea, develop and test it.
- Promotion. Promote the tool on online channels where your customers are, whether that be Google, Social Media etc
Website tools can require a large upfront investment particularly the development side.
However, the investment is actually an advantage in the long run as it builds a competitive moat.
Development of a tool that helps customers is a difficult strategy for competing businesses to replicate.
And the value that your prospects derive from the tool, will build trust and brand recognition that will positively impact your sales pipeline further along.
And all these benefits are in addition to the traffic generating potential.
That's it for today.
Tomorrow I'll go through the third traffic generation idea for the week.
Until then, wishing you all a productive Tuesday!
