In this post we are going to reflect on this issue and give you some tips to start attracting new digital clients for your B2B technology company.
The biggest challenge for a B2B technology company: customer acquisition
Many companies make the mistake of thinking that once their website is published, visitors will come on their own and end up becoming customers. Right?
However, the reality is very different. Not only do you fail to drive traffic to your website, but those who do arrive do not end up becoming customers. Why?
There may be many reasons. But we are going to give you some clues as to what may be happening on your website that is causing you to not be attracting new B2B clients.
Define your buyer persona
The focus of your website should be on your ideal client . That when they arrive, they can easily find what they are looking for: the solution to their problems or challenges. If you have not clearly defined who your ideal client is, you will not know who you are targeting or the actions you should take to attract them to your website . You can learn more about how to create your buyer personas in this HubSpot post .
Do a keyword study
Another important aspect when it comes to attracting new B2B clients is knowing what terms they use in their searches.
If you have never bothered to find out what and how your potential clients search on Google (and we are personalizing those in Mountain View because 98% of searches carried out in Spanish are done from this search engine) how are you going to know the problems, challenges or objectives that your potential clients pursue?
Generate content marketing, with valuable content for your buyer personas
Having done the keyword research will allow you to know which topics are interesting for your potential clients, and therefore write about them.
If you speak directly to your potential buyers about what concerns them and offer them solutions , it is clear that you will have a much greater chance of them finding you in their searches and ending up arriving at your website.
If when they arrive at your website they find educational content that really provides them with value and with which they identify, apart from generating trust, you will be taking a big step in the process of converting them to a client.
Optimize your website for conversion
This is essential. It will be of no use to you to have solved the steps mentioned above if, once visitors arrive at your website, it is not prepared to convert that traffic into a lead.
Is yours?
A conversion-oriented website has elements that cover the entire purchasing cycle of your potential customers . In your case, your potential B2B technology customers.
To do this, they have elements such as:
Calls to action . To capture the visitor's attention and try to convert them into a lead.
Landing pages . These calls to action direct visitors to these types of pages whose objective is for the visitor to perform a single action, the one you want them to do. They have no other possible option.
Forms . Included in these landing pages with the aim of capturing data from these visitors and converting them into leads (potential customers).
Have you noticed that everything is linked?
You define your ideal coo email list client, you collect the terms they use on the Internet to search for solutions to their problems (and that your product or service solves), you write about it to be found in search engines and thus attract that traffic to your website prepared for conversion.
Ask former clients for testimonials
Social proof is one of the most effective marketing tools.
Contact customers who used (or are using) your product or service and ask them for a testimonial about how it helped them solve their problem . Your potential customers will identify with that problem, which will increase your chances of selling.
If you want to go beyond your customer testimonials, create a section on your website with success stories where you explain in more detail how your B2B technology company helped your client solve their problem and the benefits they currently get from using your product or service.
Use the power of LinkedIn
You are a B2B technology company, where are most of your B2B customers?
That's right, on LinkedIn.
Take your participation in this professional social network seriously and you will find business opportunities.
Optimize your profile with keywords you'd like to be found by and write a good summary. Use those keywords, too, when describing the jobs you've held in your career.
Once you have your profile optimized, join groups where your potential client is . Actively listen to what is being said in those groups and when you see an opportunity to intervene, do so.
Add value in your interventions . If you have a post on your blog that you think can solve the problem that some of the participants are raising, share it. Add value, don't try to sell.
Sales will come, that's what your website is for.
In addition to LinkedIn, use other social networks where your potential client is present.
Offers a free trial
Obvious.
If your B2B technology company is a software company, offer your potential clients a free trial for a few days so they can see how your product solves their problem .
Make it clear in a CTA that it is a “FREE TRIAL.” This way, your buyers won’t have to think too hard to decide to try it.
Once they are trying your software, develop a strategy to convert most of them into paying customers.
Include a video demonstration of your software on your website
You can reinforce your free trial subscription by making a video in which you explain how your software works and how to use it.
Don't make it too long, 2 or 3 minutes maximum, and highlight the value of your product. Show your potential client that your software is the best option to solve their problem.
Attend networking events
Events where your potential client is present. Don't bet everything on the digital world and also work on B2B relationships in the real world.
Attend conferences, talks, meetings, presentations, etc., where you know your potential client may be present. These types of actions, which are more personal, will help you generate trust and make yourself known to potential clients that you probably wouldn't find in the online world.
And not only that, it will also help you to get to know other B2B technology companies with which you can collaborate and, who knows, maybe develop new products.
