When it comes to selling to engineers, scientists and other highly educated technical professionals, your corporate website can be way more than a plain window to your store: it can actually get visitors from your global niche to buy. How? Converting anonymous visitors into known prospects, identifying real people that your sales team can follow up.
When it comes to finding a solution for their business applications, technical savvy prospects are self-guided. These corporate buyers are refined and conduct research on the Internet. They are a niche target market that can be found anywhere in the world. But… many industrial manufacturing, technology and scientific companies are still selling as they did in the 1990s.
Yes, you need your sales force to talk person-to-person to prospects. But how do you reach the global, still narrow market that your specific solution is targeting? How can you help your sales reps to focus their job into the right, interested leads who happen to be open to learn more about your solution?
Your corporate website can help. When strategically planned, your website can be transformed into a 24/7, high performing sales rep, connecting you with a group of very targeted leads within your specific B2B, still global, niche market.
How? There is not magic. It requires some strategic work.
Does your website have a sales quota? Does the website work according to your company’s goals? What are visitors supposed to do when they get to your website? Creating awareness and general information pages are ok. But that just covers the basics. What if a qualified prospect is ready for more? The more qualified the lead, the more detailed information your company needs to offer. Don’t expect the lead to jump into “contact us” and fill out the form. Prospects who do so are the exceptions and not the rule anymore.
Your company has the opportunity to convert the website into a lead generation machine, connecting you with highly targeted prospects in global niches. When you are selling to companies in the B2B sector, and your target market is narrowly defined, you cannot afford to lose any of the visitors with a certain level of engagement with your brand. Today’s tools allow your website to identify leads with name, position, email address, industry, application – you decide what information is required to qualify them. You can even capture level of interest, how many times they have been back to your website, what pages they visited, if they watched or not the webinar you offer on-demand. And more.
When selling solutions to a technical audience within a B2B, global niche market, many companies still use their websites as an online brochure. Many don’t know that a website has the potential to do much better than that.
Many tools beyond SEO and social media can improve the performance of your website, and actually help you sell solutions for specific applications – no, its not about e-commerce. It’s about a twist in the strategy, with an innovative approach, incorporating modern tools. Strategies and tools that are necessary to find and identify targeted prospects, real people, in international markets, to feed your sales pipeline. What do you need to add to your 24/7-sales-rep website’s job description? “Connect our specialized business with its sophisticated, global niche audience. Identify and reach specific individuals interested in our solutions.”
If you are thinking about giving your website some more responsibilities, contact us to learn about NicheMktg’s approach to lead generation. We promise you will be amazed with our capabilities – even if you think you’ve seen it all.
