Jennifer Esty

Here are six things that come up time and time again.

1. Phone numbers: most B2B products and services are relatively complex and will ultimately require person-to-person selling. The best outcome of your digital marketing campaign is almost always inspiring a prospect enough to call you. So make phone numbers prominent on your website, ideally in the header of your landing pages and website.

A few other phone number rules:
– don’t make your prospects choose from multiple phone numbers, more often than not they’ll just choose to phone someone else. And when they do call, don’t give them 6 different options to choose from.
– don’t charge your B2B prospects for phoning you
– and most importantly, during business hours, make sure the phone is answered by a trained member of staff. Every. Single. Time.

2. Don’t hide your best content. Content marketing is not a treasure hunt. If you hide your best content, no one is going to come looking for it. Social proof like case studies, testimonials, and client logos needs to be featured prominently on key entrance and landing pages.

3. The Ronseal Principle: tell visitors to your site exactly what you do in plain language. Taglines, mission statements, and post-branding workshop catch phrases are all well and good, but don’t assume your prospects know you already or that you naturally have enough credibility to be on their short list.

4. Most prospects don’t even want to visit your website. Google has taught us to expect its search engine results pages (SERPs) to answer our questions without visiting actual websites. Make sure the SERPs for key terms, like your brand and contact information, are as carefully curated as your homepage. Google gives you lots of good tools for doing this, including free ones like Google My Business.

5. Prices: do not be afraid of talking about price. At some point, the cost of your products or services is going to be very, very relevant to your prospects. You can save a lot of everyone’s time by giving at least an indication of price during the lead generation process. The hard work of establishing your price points and your place in the market should have been done already; be confident in your decision making and honest with your prospects.

6. Landing pages. Use landing pages for your lead generation campaigns. Make sure they are optimised for conversion, which includes paying attention to every detail from page load speeds to the wording and colour of your CTA to which fields you put on the form. Do not send your hard won and paid for traffic to a page on your website.

And last but not least, if you have any questions or need help with any of the above, please get in touch.