B2B buyers behave in a very different way to those in B2C land.
Purchases will often be made without emotion, with an eye on the next quarter’s financial reports, and involve a higher number of decision makers, from the person who sources the product to the executive who signs off on the deal.
When they come to your website, you should be communicating with these people on their level, here’s how you can do it for your B2B marketing in China:
- Find out how customers view your page
Use analytical tools to see where gets the most clicks, where they linger and where they scroll on by. This will help you improve layout and arrange the page’s ‘furniture’ as potential customers would like to see it.
- Develop your product position
There should be no ambiguity about your product position on the page. It needs to be present and comprehensible, don’t make them have to work it out! Pictures and graphics should complement, not confuse this.
- Speak their language
Know how your potential customers talk – whether that is casual and relaxed or straight into the numbers and product specification details. They may be busy and like you to get to the point fast, or might prefer a longer, slower build-up to the details.
- Calls to Action
We've got one on this page! You need something your customers can click on and get in touch with you, either by leaving their details, sending you a mail, calling even, if that's the way you do things in your industry. It's a great way to give them somthing and instantly builds a connection.
- Related items
If you offer other products or services, give them a bit of space in this shop window. Not too much, remember what we said about clear messages, but a little bit of what else you can do shows your company's range.