How a B2B website can appeal to more target groups
A B2B SME has been successfully selling its special technical machines for a very specific market in the precision industry for years. Anyone who is in this market knows the company and can easily understand the cryptic product names and technical descriptions. They are enthusiastic about the possible applications.
Anyone who is not in this market does not know the company. And if so, a prospective customer only understands the website. It’s difficult to understand what you can do with the machines if you don’t work in this field. Although the machines are suitable for various problems and markets, the company is missing out on the opportunity to acquire new customers digitally. There is also the risk of ordering the wrong thing and disappointing the customer.
An (additional) solution-oriented dialog with customers is particularly worthwhile for products that require explanation. In this SME case study, a digital “configurator” was created. Customers can select selected problems and quality criteria in the configurator. The system immediately displays the best solutions (machines and accessories). All this combined with a convenient way to contact a sales representative who can further analyze the prospect’s specific problems before the call. Online marketing focuses on the configurator (solutions) and less on the products.
Look at your website from the perspective of an outsider who has never heard of you or your products and services. The best way to do this is to put yourself in the shoes of potential stakeholders, i.e. potential customers, employees, partners and suppliers, representatives of the Sustainable World and society and new key decision-makers. Would these groups have a good impression? Would they sense your identity? Would they perceive you as someone who has answers to the problems?
