As a business to many (B2M) company, you have a lot of different buyer personas to please. Figuring out how best to represent all your customers while still serving the needs of your top-performing areas isn’t an easy task. Over time, your site can become cluttered and unwieldy.
There are approximately 1.7 billion websites online right now. Although the number varies from minute to minute, you’re competing for consumer attention from a lot of different sources. Even sites that aren’t your direct competition may serve as distractions for your target audience.
Your website must grab visitors’ attention the minute they land on your page and keep them there long enough to convert them into leads. We’ve come up with eight tips for improving your B2M website and making it stand out from others similar to yours. You can accomplish this while engaging users with enough appeal to compete with social media and millions of other interruptions.
1. Know All Your Customers
You’ve likely heard the advice over and over to “know your customers.” If you fully understand what makes your target audience tick, it is much easier to market to them and keep them happy with your service. As a B2M business, you must please more than just one buyer persona. It’s essential that you thoroughly study each segment of your audience and develop a list of characteristics to help you meet the needs of every group.
2. Use Clear CTAs
Your homepage should offer specific funnels for each of your audience segments. Make clear calls to action (CTAs) showing what step every type of buyer should take next in their journey. Doing this allows you to customize the content that different groups see and create a personalized experience.
Indeed offers an excellent example of a website that serves the needs of consumers and business owners. The consumers, in this case, are job seekers. Business owners use Indeed’s service to gather a pool of qualified candidates to interview.
Notice that when you land on the homepage, the search boxes put the focus on job seekers. However, just under that are two CTAs. One says, “Post Your Resume,” and the other reads, “Employers: Get Started,” and invites them to post a job or search resumes.
3. Find Common Ground
Even though your audience segments might be quite different in behavior and character, there should be some common ground between them. For example, Adobe serves both businesses and individuals, but the products they offer are similar in how they perform. Focus on the commonalities, especially for your homepage and marketing methods. If you post videos explaining your product or services, keep them general enough to attract both consumers and businesses.
4. Offer Portals
You may serve several different types of audiences. Make sure you distinctly mark the start of the buying journey for each kind of buyer. This distinction allows people to find the right information instead of digging through details that might not apply to them. Define your portals, and avoid using fancy language or cute nicknames for your audiences. It will only confuse your users.
Oregon City Garage Door offers options on their landing page for residential, commercial and general service. The three-section breakdown highlights that they understand the specific needs of each customer grouping. Images on each of the listings show examples of their work for customers in every category.
5. Invest in a Faster Server
People aren’t very patient in waiting for websites to load. You’ll be serving busy executives as well as customers without much time to spare. Your site should operate at maximum potential and load as quickly as possible. In addition to investing in a server with enough resources to achieve fast speeds, design for fast load times. Eliminate anything bogging your site down, such as plugins and scripts.
6. Expand Your Services
Perhaps you started with a client base of consumers or businesses, and you want to expand into other market opportunities. One of the best ways to grow your company and website is to build on current offerings. Your platform should showcase the additional items so anyone visiting knows they can use both professional and personal services to meet all their needs.
FedEx serves the demands of companies and individuals. They provide logistics for businesses to send out their products. At the same time, they deliver packages to consumers. They’ve also added elements such as in-store locations with services for businesses and consumers. Their stores provide printing, packages, PO boxes and more.
Has your navigation bar taken on too many different links over the years? It might be time to recategorize your site so you can reduce the number of navigational links to a handful. You can always go to a mega menu and offer an expanded selection when the user hovers over a tab. However, if you provide too many choices on your main page, you may risk frustrating or confusing people, causing them to bounce away.
8. State Your UVP
What is your unique value proposition (UVP)? What do you bring to the table that no other business does? Your UVP for your business buyers and retail customers may be different. Define what this element is, find common ground and state how you can help each audience segment meet their goals.
Avoid the Pitfalls of B2M
Selling to both business to business (B2B) and business to consumer (B2C) is challenging. Inconsistent pricing and demands for high quantity orders can put a real damper on purchases. However, targeting multiple audiences works well for many businesses, and it can expand your customer base to the next level.
Seek out navigational patterns on your homepage and then divide your audience into personalized information sets. These categories should speak to their needs and desires directly. With a little effort, your B2M website will stand out from your competitors.
About the author:
Lexie is a graphic designer and UX strategist. She loves taking her Goldendoodle on long runs and checking out local flea markets. Visit her blog, Design Roast, and follow her on Twitter @lexieludesigner.