How to Build a B2B Website

  1. 1. HOW TO BUILD A B2B WEBSITE Presented by: Derek Gilmore Founder and CEO DMZ Interactive, LLC
  2. 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. 3. The Five Keys to an Effective B2B Website • An open source (CMS) • Search engine marketing (SEM) • CRM integration • Marketing automation • Social media
  4. 4. The Technology Foundation Drupal WordPress Joomla
  5. 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. 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. 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. 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. 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. 10. Boost Your SEO With a Blog and Give Visitors a Reason to Return • Content is king • Publish articles regularly • Optimize for SEO • Crosslink keywords in your blog to your main site
  11. 11. Connecting the Website to Your CRM System • 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. 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. 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. 14. Re-engage Website Visitors With an 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. 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. 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. 17. Budget Considerations TTL 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 Agency CMS to consider WordPress WordPress or Joomla Drupal, WordPress Drupal Drupal Drupal, Expression or Joomla engine Hosting Wordpress.com Godaddy.com, Rackspace Cloud Rackspace.com Rackspace.com Rackspace.com or Liquidweb.com Sites dedicated VPS in data center Design budget Less than $250 Under $1,000 Under $2,500 Under $5,000 Under $10,00 Under $20,000 Third party app None None Limited Light Saleforce.com Medium (SF and Heavy (SF and marketing integration (SF) plug-in marketing automation automation Plug-in) Plug-in Custom CGI scripts etc. Integrated blog Yes Yes Yes Yes Yes Yes Google Analytics Yes Yes Yes Yes Yes Yes integration CRM integration No Maybe Yes Yes Yes Yes Marketing No No No Yes Yes Yes Automation integration
  18. 18. CMS Feature Comparison The Rating Scale 1 to 5. 5 = Excellent, 4 = Good, 3 = Average, 2 = Fair, 1 = Poor Platform Drupal Joomla WordPress Ease of use 3 4 5 Installation process 3 5 5 Documentation 5 3 5 Learning curve 1 4 5 Upgrading 3 5 5 Number of modules available 5 3 5 SEO support 5 3 5 Taxonomy support (a.k.a. document tagging) 5 2 4 Installing additional modules 5 4 5 Google Analytics support 5 4 5 Customizable UI via themes 5 4 5 Availability of themes 5 4 5 Scalability 5 3 4 Availability (HA) 5 3 4 Salesforce.com integration 4 3 4 Sugar CRM integration 4 2 4 Blog support 5 5 5 Message board support 3 4 4 E-commerce support 4 4 4 SSL support 5 3 N/A Entitlements (Restrict access to content by user and role) 5 1 2 Security 5 3 5 Underlying technology Apache, PHP, Apache, PHP, Apache, Java, MYSQL MYSQL MYSQL
  19. 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. 20. Thank you! Derek Gilmore Founder and CEO DMZ Interactive, LLC Follow us on Twitter @dmzinteractive Visit our website: www.dmzinteractive.com

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