This is where we have to strike a balance between distinguishing language and tone, and the practicality of being a website user. According to TechJury, “52% of buyers are more inclined to purchase from vendors after reading their content.” This places even more emphasis on getting your web copy right – although it isn’t the same as blogs or social media posts, effective web copy can be the difference between a closed deal and a regular trend of bounce-rates.

Get Your Tone Right:

You need to tell a story – every customer comes to your business wanting to solve a problem they’re facing. This should be at the heart of your website copy – how do you make them feel understood and prioritised?

A lot of this begins with inclusive language and doing your research into your target audience. Consider what it is you’re selling. In the B2B sphere, a lot of customers are coming to your website looking for technical and digital solutions for challenges that prevent them from getting maximum sales.

Let’s say you’re selling software – it’s likely that your clients need to know exactly what product is going to suit their needs and their budget. Provide them with an expandable graph of features. If you can’t describe each feature in a sentence (and perhaps provide the option to learn more if their interest piques), then customers will easily click away in favour of a solution that appears more upfront. Consider this: “67% of B2B buyers find product specifications and functionality useful.”

Don’t Treat Your Website as a Walking Advertisement:

Look, in plain terms, we don’t want to give off that ‘Do you struggle with clogged sales funnels and low ROI?’, as-seen-on-tv tonal choices. Depending on the product/solution, your potential may see this is as insincere and even as click-bait for product advertising. The above website copy example only answers one of the required ingredients of effective website copy: identifying a customer’s pain point. It doesn’t meet the standard for capturing a genuine and personable tone. According to Forbes, B2B customers are beginning to rely “more on the internet than salespeople” which means that your website is the initial sales tool for all customers to respond to.

Make Your Call-to-Actions (CTAs) Worthwhile

The Golden Rule: Place Your Customer and Their Needs Central

No matter what, your language needs to speak directly to your customer and their pain points. According to CEO World, “When making B2B purchase decisions, Millennials (aged 26–41) want a personalized shopping experience similar to what B2C provides.” This extends to how people feel when they read your website copy – it should place them front and centre. You can use automated conversational marketing and data management tools like Drift or Databox for easy audience data analysis. The rule of putting your customer first in your copy is so simple to apply, even on a sentence scale.

Compare:
‘We are passionate about growing your ROI and helping you make better budget decisions’ 

with

‘Grow your ROI and invest your software budget where it counts with our automated Purchase Order management product.’ 

Notice how the latter uses the pronoun ‘you’ to put the customer’s needs before your advertising pitch? 

In 2023, “Website development is the number one area of marketing spend, leading with 51%.” You can write your own copy, but if you don’t have the time to do it, the option of outsourcing a professional is going to help elevate your website into an authentic representation of what you can do for your customers.

Website Speed & Functionality – Keep It Moving!

Take the time to balance out and test the software and hardware that your website is built from: it’s the foundation of smooth website travels. Your system should have developed redundancies, AKA its own fire extinguishers which will keep any service issues in check. You can also get your website running faster by implementing code minification, image optimisation and an SSL certificate. 

Everyone has felt the acute rage of trying to use a website and being met with Error 404 – Page Not Found or tried to make a purchase only for the site to crash halfway through. Chances are, you clicked away from it and went back to stressing out about something else, right? Considering the average website conversion rate is only 2-10%, website speed and proficiency is top of the list when it comes to increasing the likelihood of customers sticking around to explore the incredible business that you run – and invest in it.

Website Security – Lock It In

This is your aeroplane seatbelt. If your website functions like it’s a relic of that chunky, dial-up monitor era, it’s not likely that customers will feel secure using it. Check your site for any malware or digital threats using strategies such as bug-detection software. Safety is key!

Website Visuals & Design – Dress to Impress

Link Equity is a gamechanger. It’s a hierarchy of internal links within your website which allow you to provide recommendations to your customers based on their experience and activity so far. It will boost your SEO by linking topics and products on your website to relevant search engine results.

Website Content & Tone – Be a Wordsmith

Website Formatting – The Minimalist Approach

Just like going to get a gelato and being frozen in shock over the sheer volume of flavours, the value of your content will get lost if you overload website visitors with too many options. Take the minimalist approach and highlight your products in easy to access, crisp layouts which are a simple click or scroll away. This includes CTAs (Call-to-Actions) – don’t overload your prospective customers with loads of them straight away. Nobody likes pop-ups!

SEO for Websites – What’s Trending

The Customer’s Journey – Choose Your Own Adventure

Just like travelling, everyone interprets places and things in their own way. Making your customers feel special is all about allowing them to personalise their buying experience. Understanding the customer’s journey cycle your business offers will allow you to tailor your website to the needs of your customers and generate more pipeline opportunities, as well as keeping your customers returning time and time again.

The Rovert Digital Difference – Helping Hand

We’re here to help – reach out to us for support with implementing a B2B structure into your business and prepare for take-off! For more savvy tips on website performance, check out our previous blog on 9 ways to improve your website performance to really make it run like a well-oiled machine.

There’s a famous saying that you can tell a lot about a person by how they organise their email platform. Well…maybe not a famous saying, but you get the idea. Some people take the I’m-too-Terrified-to-Look approach and have 1,457 unread notifications and some have everything colour coded and filed.

Considering that there are approximately 4 billion email users, some of whom are your prospective customers, it makes sense to strategise how you can cater for all kinds of email users and effectively generate leads from a communication tool that is used by so many people. But just how do you ensure your emails aren’t dragged straight into the ‘Junk’ folder with a scowl of disdain? Well, we’ve got your back there.

Hop to It: Blog Summary

• Quick Tips to Make your Email Marketing Memorable & Successful 
• Transactional Emails
• Lead Nurturing Emails 
• Blogs & Newsletters 
• Informational Emails

🐝 Absolutely Buzzing with Email Success 🐝

Bees have incredible communication skills. And while not too many bees have email (that we’re aware of), we can harness their style for a stellar email marketing campaign. Just like the bees, you’ll be super productive with generating qualified leads if you email tailored and well-timed content to your customers.

Additionally, customer/business connection and relationship building is guaranteed as you are lifting their inbox from a place of receipts and bank statements to one of exciting and personal content, as well as functionality.

Speedy Tips for Making your Emails Successful & Memorable: 

• Adding an Emoji to your Subject Line: Doing this lights up a blank inbox and draws the eye of your customer to your email. 

• Short & Sweet: Keeping your emails to the point, but still unique in their tone and voice will achieve the important balance of passing on the required information to your customers whilst also showcasing what makes your business different from your competitors. 

• Signatures: Ensure that your sign-off matches the overall vibe of your company. If you’re more casual, you might go for something like ‘Have a great day!’ or if you’re more formal you might go for ‘Warm Regards.’  

• Hyperlinks that Actually Work: Obvious as it may seem, you’d be surprised how many times I’ve tried to click on a hyperlink in an email only to find that it doesn’t take me to the right place. Even worse, this seems more frequent when reading emails on a phone, so check that your content is fitted to phone dimensions and accessibility requirements.

• Font Size & Colour: You are catering for a diverse audience, and your visual layout needs to reflect this! Some people may struggle viewing particular colours if they are colour blind, or others may need to be able to adjust the size of the font. Check that you can zoom in without text scrambling across the screen!

🐝 Respect the Busy Bee 🐝

🍯 The Honeycomb Framework 🍯

Lead nurturing emails are relevant and personal to your customers, and provide them with similar opportunities connected to things they’ve already interacted with: creating one big honeycomb! This streamlines your entire workplace and customer service process, keeping things moving along smoothly.

Speedy Tips for Lead Nurturing Emails: 

• Down with the Trends: Utilising platforms such as Google Analytics will allow you to graph and map the current trends in searching around the world, and filter them specifically to what your business niche is. This is a great way of understanding what your customers need and then providing opportunities that relate to that.

• Keywords for Days: Understanding what keywords you need to include in your emails will help you reach your target audience in a personal way & even get them sharing your email content out to others who have similar criteria.

Tell Me About It! 🗣

Try not to overload your customers by sending too many, remember – quality over quantity. And at the end of the day, trial and error is important in finding what suits your customers best – ask them what they’d like to see from your business!

The Main Event 🎟

Informational emails are like a monthly planner for your customers – they can get event invites, offers, deals and more sent straight to their inbox for ease. Consider how you format these emails – what’s easiest to read, how will you order your information? We suggest using an email platform and template which is tried and tested, as well as having gone through some troubleshooting to make sure your customers receive the fully refined, snazzy package.

Speedy Tips for Successful Informational Emails:

•  Phone Friendly: It’s very common to have your email account accessible on your phone for all your on-the-go needs, nowadays. So anything you format and put together that takes the shape of a catalogue or an invitation needs to be fully compatible with phone-size screen dimensions. Otherwise the text is out of proportion and nothing reads properly across the screen, leading readers to simply delete the email.

• Compress to Impress: A quick email is a good email! Keep your information condensed so that readers don’t have to whip out a magnifying glass looking for the location of your launch party. Try to only bold headings that should stand out, otherwise key information like the ‘When, Where, What’ of an event get lost in the invitation.

The Beehive 🐝

Aha! And just when you thought we’d run out of bee metaphors, we’re back with another one. If you need support with email marketing tactics, reach out here. And, if  you’d like to explore more of our B2B expertise, you can scroll through our fabulous – if we do say so ourselves – insights library.

Before we begin, what is B2B marketing? Business-to-Business marketing is all about marketing with heart. Using digital platforms, B2B uses the preferences and habits of your customers to ensure that every interaction they have with your business is memorable and efficient.

Outbound marketing tactics like cold-calling and spamming inboxes are so last season! Instead, if you use the following B2B Marketing guidebook, you’ll run a business which is not only on-top of the charts with its organic traffic, but provides outcomes for your customers. Get ready to build meaningful relationships with your customers and amplify why your business makes a difference!

Personalise your Audience’s Experience

Where outbound marketing is impersonal, sort of the business equivalent of just texting ‘ok’, inbound marketing is all about personalisation. You’re recommending products and services especially for each customer and you’re empowering them to decide what features matter to them.

Instead of pushing products and offers at random, you’re making informed choices about what suits individual customers. Communication preference, forms and content can really help here, such as individualised emails, blogs and customisation functions on your website.

Tough Crowd, No More! – Unblock the Lead Funnel

If you’ve ever felt like your business leads are moving about as fast as a gridlocked highway, don’t worry. We recommend running an eye over the details and structure of your website and social media, with these tips in mind, look for:

• System overload: Any examples of content where wording is unclear or your customers have to sleuth for information. 
• Inconsistent Info; customers will be able to recommend and recall your business, just like their favourite song, so much easier if you have a distinct vibe. 
• Communication Confusion: make sure avenues of interaction are varied and easy to find. We live in an instant world, so speed and function are super important. Detangle your socials!
• CTA Smarts: Make sure you’re not swamping your customers with call-to-action prompts right away. Let them explore and then provide offers based on their actions.

The Essential Customer Requirements

Off to a Flying Start!

If we do say so ourselves, we’re wizards of startup marketing and B2B. We know that business can get consumed by jargon, and, let’s cut to it: frankly, my dear, it can be like extracting teeth when trying to juggle the various elements of owning and marketing a successful business. So fear not, we’re here to keep things clear, but also to jazz up the norm. 

We offer loads of enchanting options to bring your business the success it deserves, including writing content for your blogs/websites and more, managing your socials, refining your website and showing you how to use SEO as your ultimate power move. 

Yup, you’re about to feel like your business can moonwalk everywhere you go. And all of this is done through our niche growth strategies. If you’re ready for your Rovert Digital adventure to begin, click here. Our team cannot wait to accompany you on your journey. Let’s get to work!