Make It Work: Evaluate Your B-to-B Site’s Effectiveness

In an increasingly competitive environment and a weakening economy, business-to-business marketers need to become more vigilant about how they reach online audiences. They cannot afford to overlook their strategic online initiatives.

Research supports the importance of paying attention to what’s on your site. According to a 2007 McKinsey survey, marketing executives believe that by 2010, most of their customers will find new products or services online, and a third will buy them there. The implication: Companies wanting to maintain leadership in the 21st century must ensure that their Web presence showcases them at their best—and fully meets the needs of their customers when they’re ready to make product or vendor selections.

Take five minutes and ask yourself the following questions to assess the effectiveness of your own company’s online marketing strategy. You may find some hidden opportunities.

What are your company’s major business objectives, and is your site helping you to fulfill them?

This year, your company may aim to expand into new domestic or overseas markets. You may be looking to up-sell or cross-sell new products and services with your current roster of clients. Your company has probably already created and launched a marketing strategy that will support these objectives.

Today, there is almost no separation between a company’s physical and online presence; they mirror one another. For that reason, your site must not only reflect and support your new initiatives, but serve as a primary channel to fulfill them. Take a second look at your Web presence to ensure that it reflects, amplifies and extends your goals online.

Is your Web site designed with your prospective buyers’ needs in mind?

In order to accommodate the shift in your clients’ behavior and preferences toward the Internet, your site must engage prospects from their initial search, and provide them with the detailed product or service information they need to make a decision to buy from you. Think about all the questions your customer service or sales colleagues receive, and answer each one fully on your Web site. In today’s Internet-enabled world, it’s best to make complete information readily available so prospects don’t leave your site for a competitor’s.

In manufacturing, for instance, some companies don’t want to make their sales drawings downloadable out of fear that someone will be able to copy their products. But research indicates that 80% of the time buyers “try out” these drawings, they’ll make a purchase.

What changes could you make to your Web site so it can act as a 24/7 sales channel for your business?

With the Web, you have prospects “shopping around” 24/7, meaning your content often takes the place of a direct sales force. Ask yourself what changes you should make to your Web site so buyers have all the necessary information to make a purchasing decision, and are confident you can deliver what they want and need. Ensure they also have full contact information so they can make a call, send an e-mail or request a quote when they’re getting to the point of purchase.

Of course, potential customers can now search for local services from GPS or mobile devices. If your business does not have an address listed on its Web page, you will not appear on search providers’ maps. Be sure to list main addresses and phone numbers on all site pages, using microformats (microformat.org) as a template.

Which member of your team would be best equipped to align your Website with your marketing plan?

Since your Web site is an invaluable asset to your company, you or one of your colleagues must be responsible for its development and content. Ideally, the individual who is most responsible for communicating your company’s strategic vision should “own” your site. In a larger company, the role might fall under the CMO or the director of sales. In the case of a small business, it might be a member of the C-suite.

Remember, a Web site is not just a marketing or technology tool; it is the centerpiece of your overall marketing strategy. Just as a CFO would not delegate financial reporting to human resources or customer service, you and your marketing/sales colleagues should be fully responsible for your site, rather than earlier “owners” such as IT.

Your business-to-business site is a living, breathing sales channel that requires constant monitoring and attention to fulfill its strategic role in meeting your business objectives. Dedicate yourself to its continuous improvement and you will benefit from new growth.

Susan Orr is senior director of strategic marketing for ThomasNet.