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How to Build a B2B Website

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The complete guide for Building B2B websites.

The complete guide for Building B2B websites.

Published in: Business, Technology

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  • 1. HOW TO BUILD A B2B WEBSITEPresented by:Derek GilmoreFounder and CEODMZ Interactive, LLC
  • 2. Overview• B2B sites are different than B2C• B2B sites are integrated systems• Search, social media, email, mobile and video integrate with cloud-based technology platforms• B2B websites are built on a content management system (CMS)• Expertise in CMS implementation, social media, marketing automation, search and email marketing are required for success
  • 3. The Five Keys to an Effective B2B Website• An open source (CMS)• Search engine marketing (SEM)• CRM integration• Marketing automation• Social media
  • 4. The Technology Foundation Drupal WordPress Joomla
  • 5. Making it All Look Good• Hire a good web designer• If budget is tight consider using templates from templatemonster.com• Work with a designer and web developer with experience in a CMS like Drupal or Wordpress
  • 6. Always Design for Usability • Don’t assume you know how visitors will navigate your site • Use tools to validate your UI design • Set up Funnel Goals in Google Analytics to determine if your site is performing
  • 7. Optimizing for Search• Determine your keyword strategy• Conduct SEO keyword competitive intelligence• Verify search volume• Optimize your content for SEO• Leverage Google Analytics
  • 8. Leads with Google AdWords• Determine your search pay-per-click strategy• Identify your top 100 keywords• Use a strong call to action in your ads• Always use custom landing pages• Pay attention to your Adwords Quality Score
  • 9. More Leads With Landing Pages• Have strong call to action on the landing page• Match the keywords in the PPC ad with headline on the landing page• Use testimonials or customer quotes• Remove navigation elements
  • 10. Boost Your SEO With a Blog andGive Visitors a Reason to Return• Content is king• Publish articles regularly• Optimize for SEO• Crosslink keywords in your blog to your main site
  • 11. Connecting the Website to Your CRMSystem• Leads from your website must end up in your CRM System• Make sure you take steps to prevent duplicate records• Use third party tools to append and clean data• Score all web leads
  • 12. Nurture Leads With Marketing Automation• Score all leads• Contact all high-scoring leads within an hour• Use email drip campaigns to nurture not-ready-for-sales leads• Ask for permission and don’t spam
  • 13. What’s a Lead Nurturing Program?• Series of targeted relevant emails• Builds trust• Establishes rapport• Messages align with the stages of your sales and marketing funnel• Keeps your brand top of mind
  • 14. Re-engage Website Visitors Withan Email Newsletter• Use your blog as a source of content• Embed clickable hyperlinks to website content• Embed video• Use it as tool to drive traffic to the website
  • 15. Boost SERP* With Video• Use YouTube to generate inbound links and boost SERP• Use keywords in your meta tags for the videos• Keep the videos short and sweet• Email video content links *Search engine results page rankings (SERP)
  • 16. Use the Power of Social Media• Develop a social media strategy• Monitor your brand on social networks• Measure your brand’s sentiment• Use social networks to promote your content
  • 17. Budget ConsiderationsTTL Budget Under $1,000 $2,500 $5,000 $10,000 $20,000 $50,000+Approach Do-it-Yourself (DIY) (DIY) or Freelancer Freelancer Consultant Small Agency AgencyCMS to consider WordPress WordPress or Joomla Drupal, WordPress Drupal Drupal Drupal, Expression or Joomla engineHosting Wordpress.com Godaddy.com, Rackspace Cloud Rackspace.com Rackspace.com Rackspace.com or Liquidweb.com Sites dedicated VPS in data centerDesign budget Less than $250 Under $1,000 Under $2,500 Under $5,000 Under $10,00 Under $20,000Third party app None None Limited Light Saleforce.com Medium (SF and Heavy (SF and marketingintegration (SF) plug-in marketing automation automation Plug-in) Plug-in Custom CGI scripts etc.Integrated blog Yes Yes Yes Yes Yes YesGoogle Analytics Yes Yes Yes Yes Yes YesintegrationCRM integration No Maybe Yes Yes Yes YesMarketing No No No Yes Yes YesAutomationintegration
  • 18. CMS Feature ComparisonThe Rating Scale 1 to 5. 5 = Excellent, 4 = Good, 3 = Average, 2 = Fair, 1 = PoorPlatform Drupal Joomla WordPressEase of use 3 4 5Installation process 3 5 5Documentation 5 3 5Learning curve 1 4 5Upgrading 3 5 5Number of modules available 5 3 5SEO support 5 3 5Taxonomy support (a.k.a. document tagging) 5 2 4Installing additional modules 5 4 5Google Analytics support 5 4 5Customizable UI via themes 5 4 5Availability of themes 5 4 5Scalability 5 3 4Availability (HA) 5 3 4Salesforce.com integration 4 3 4Sugar CRM integration 4 2 4Blog support 5 5 5Message board support 3 4 4E-commerce support 4 4 4SSL support 5 3 N/AEntitlements (Restrict access to content by user and role) 5 1 2Security 5 3 5Underlying technology Apache, PHP, Apache, PHP, Apache, Java, MYSQL MYSQL MYSQL
  • 19. Conclusion• A B2B website should not be a static brochure• Your website must generate results• The results should be easily measurable with either lead generation or direct sales• There are many moving parts in a successful B2B site• All of the parts need to be integrated
  • 20. Thank you!Derek GilmoreFounder and CEODMZ Interactive, LLCFollow us on Twitter@dmzinteractiveVisit our website: www.dmzinteractive.com