5 simple rules for an effective b-to-b Web site

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Segmented, relevant content. Visitors to your site are only interested in what's relevant to them. The more a page can be customized to their industry, background and role, the greater the chance of creating a meaningful interaction.

Social engagement. Leverage LinkedIn, Twitter and ShareThis, as well as similar tools that extend traditional communications channels, and reach your audience in places they interact with industry professionals.

External validation. Client testimonials, case studies and third-party white papers add a level of credibility and validation valuable to business audiences at many different stages in the buying life cycle.

Measure, test, optimize. Ongoing measurement of campaigns, messaging and content will improve conversion rates and ensure the bestperforming content, tools and information are delivered.

Behavioral targeting. Delivering dynamic, personalized content based on where your users are coming from and their search terms or previous behaviors will increase the value and relevancy of your content.

Source:: BGT Partners

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