Websites are serious business! If your business is a solar system then your website is the sun. Your website should be so much more than a digital brochure with a basic business biography, it should be a dynamic tool that provides an engaging and ongoing experience to your target user base. Your website can (and should) be your core tool for…
84.3% of B2B buyers check a business’s website (Acquity Group)
Okay, so this one is no surprise. Targeted lead generation is where internet marketing takes the “find me a new customer” cake. Giving potential prospects the opportunity to learn more about you and engage with your brand on their terms isn’t just a great idea, it’s an expectation among B2B and B2C consumers alike. Even traditional marketing avenues like television, radio and print ads need the support of an application that can act as a “home base” for any interest that they may generate. Solutions 8 doesn’t just build websites, we build dynamic lead machines that are custom tailored to help you convert prospects into leads and leads into customers. If you’re interested in learning more about this process please read up on our digital marketing services.
Sales and marketing support
57% of a purchase decision is made before a customer ever makes contact with a sales representative (CEB)
Not only can your website help your sales team by properly preparing targeted prospects they’re also the single most powerful tool for a salesperson to have on-hand during the process. The absolute best piece of sales collateral you can have is your website! Empower your sales and marketing teams with a utility that enables them to really “wow” their prospects with something more dynamic than a dried-up pitch deck. “Selling is Educating” and your website is the best possible tool to house material that will enable your sales and marketing teams to be more effective. Your website can house case studies, project portfolios, product galleries, testimonials, frequently asked questions, infographics, slide presentations, white papers, videos and pitch decks – all of which can be at your salesperson’s fingertips to call upon in an instant.
Establishing thought leadership (educating prospects)
Organic leads are 8.5x more likely to close than traditional marketing leads (Hubspot)
In the information age thought leaders own their industry. The organization that is most willing (and effective) at informing and educating their user base will be the organization that attracts the most prospects and converts the most leads. In the thought leadership game your website is your single most powerful tool for serving unique and valuable content to your users. Creating a virtual library of information that speaks directly to your target prospects’ needs and, more to the point, your specific approach in fulfilling those needs is the epicenter of “inbound marketing” and search engine optimization.
Showcasing products and services
71% of B2B buyers prefer to conduct research and make purchasing decisions without the help of a sales person (Acquity Group)
The first step in sales enablement is educating prospects on exactly what your service offering is and how it will relate to their specific situation. The issue that marketers are now faced with is this education (especially in the beginning of the sales cycle) is completely out of our hands in most cases. Your target user base is performing research and conducting due diligence completely on their own and, in many cases, will make a purchasing decision before you ever have the opportunity to meet with them directly. Position yourself for success by ensuring that you have adequately outlined and defined exactly what your product or service offering is and how it will relate to them specifically. The days of vaguely outlined, “50,000 foot view” service descriptions are over! Dive deep and use your website to allow your prospects to educate themselves on your business’s offerings.
38% of applicants found their last or current job online (Jobtonic.com)
The people that make up an organization ultimately define “who” that organization is. Attracting the right candidates is very similar to attracting the right customers. Just as inbound marketing has changed the way prospective consumers shop, the internet has changed the way prospective employees conduct job searches. Use your website to make a case for your organization in a way that attracts the exceptional talent that you want and need for your business. Your website can help facilitate utilitarian processes like resume submission and applicant management but should also serve as a marketing tool for potential new hires. Let job seekers peek behind the curtain and get a sense of your company culture and values. 75% of millennials look for a people and culture fit with employers (NACE Survey).
85% of every dollar spent on classroom training is spent delivering it (Main Business Driver)
You’re already going to use your website to educate your consumer base (right?!) – why wouldn’t you use it to help train your employees? Your website is the perfect place to build and house employee training programs, orientation, videos, exams and curriculum. Not only will housing these materials online enable flexible at-home and remote training (if you’re into that sort of thing), it will also allow you to ensure that your training maintains continuity with your sales and marketing processes. It’s not uncommon for the “behind the scenes” narrative to be out of alignment with the narrative that is being delivered to the Client. By merging your sales and marketing tool with your employee training tool you’ll take a very large step towards maintaining cohesive and consistent messaging.
Facilitating business processes
44% of project managers use no software, even though the use of [software] increases performance and satisfaction. (Capterra)
Your website can become the strongest business enablement tool that you have. Think about all of the processes you, your employees and your customers conduct on a regular basis and imagine how many of them could, with relative ease, be included within the confines of your new and dynamic web application. From processes as simple as form submissions, order management and scheduling to advanced processes like data aggregation and project status tracking, your web application can facilitate your normal business processes allowing you to save time, increase efficiency and quantify customer satisfaction. The fringe benefit of using your website as an “after the sale” tool is that you are constantly driving your existing Clients back to your web property which is a perfect, and subtle, way to market to your most valuable prospect list: people that have already purchased from you!
Communicating with Clients, Vendors and Employees
57% of projects fail due to “breakdown in communications.” (IT Cortex)
Utilizing your web application as a communication tool allows you to consolidate your digital properties, drive relevant traffic back to your site for additional nurturing and streamline communication. Another extremely impactful advantage is the enablement of the “self service” model that tends to coexist with web applications that serve as communication tools. 91% of customers say they would use an online knowledge base if it were available. (Amdocs) Allowing your customers the opportunity to answer their own questions improves their experience, speeds up the resolution process and frees up your support staff to handle more complex and pressing issues.
…and it doesn’t stop there! The sky is truly the limit when it comes to what your custom website can do for your business. The team at Solutions 8 has ten years of custom application experience – if you can dream it, we can build it! Go ahead, give us a call!