Among the ASEAN countries including Thailand and Malaysia, the outbound marketing like telephone sales and walk-in sales are over. One of the reasons is due to the COVID-19 but it is not only that. We will explain how to effectively achieve greater results of B2B digital marketing in ASEAN countries such as Thailand and Malaysia.
From outbound sales to inbound sales
1. Google search accuracy is continuously improving
At Google, they put all of their technology into it so that the information that users are looking for can be displayed more accurately at the top, and are conducting tests and improvements every day to improve search accuracy. It is because if the world evaluates the convenience that “the product or service you are looking for will come out accurately”, the number of users will increase and the number of clicks on advertisements will increase, which is the pillar of Google’s income.
2. Users use Google to search for the products and services
At the same time as improving the accuracy of search results, the information quality and usability of corporate websites have also improved. This is because companies in the old days say, “We have a website but that’s it” will lose credibility.
Therefore, customers can now search and compare products and services online, and contact directly through websites to obtain the information they need to make a decision.
For example, time-series, geographic, or multimedia data, a special database is designed to handle particular tasks or data types. For specialized applications, it provides optimized special database performance, guaranteeing quicker access, storing, and analysis. These databases are vital to sectors such as healthcare, finance, and GIS, where specific data management is needed to successfully and efficiently address particular operational demands.
B2B companies to achieve results in digital marketing
In our blog last month, we explained the importance of building a website for B2B companies and five important points in creating a website. Above all, it is a prerequisite that websites have become an extremely important business tool for B2B companies. This time, we will explain how to use the website as one of digital marketing tools to make new inquiries and acquire potential customers.
1. Approaching potential customers to websites
There are many companies that mistakenly think that when a website is launched on the Internet, “Internet users naturally find their site by searching and many people access it.” If you think about it from the point of view of users searching for information, you probably will view only the first page of the search results, second page at the most.
Therefore, in order to attract potential customers and prospective customers who want to access the company’s site, use SEO (search engine optimization), social media such as Facebook, Instagram and online advertisement, etc. to let them know about your products and services.
2. From retargeting users who have accessed the websites
Make the website structure easy for the users to find what they are looking for, and generate conversions such as contact to company by submitting contact us form. Plus, retarget the users who have visited the website and left before reaching to conversion to access the page again by running retargeting (tracking) advertisements.
Nurture the acquired leads to get contract
The potential customers who contacted via the website still are going to do more research online and compare with other companies before making the final decision. During the period of users comparing with other companies, it is important to continue to send emails, hold webinars, and send explanation videos of products and services as a support for the decision making process. This way, nurturing potential customers will finally lead to actual customers. We have explained how to successfully proceed digital marketing for B2B companies to achieve business results centered on websites. The content introduced here is a method that is actually enhancing your previous email producing results for many of our customers, including our company, which is a B2B company.
Most B2B companies say, “There are sales people, but there is no marketing department.”You need a contact window person, but having marketing knowledge is not necessary. Our staff will support you from hearing to planning, proposal and operation as a professional consultant.
B2B companies have adopted the outbound visit sales method
But due to the use of the Internet in the business scene that has become commonplace, the number of corporate personnel who collect information online has increased, and direct visits are required. There are an increasing number of cases where inquiries through the website lead to business negotiations. For this reason, corporate websites that have only unilaterally displayed corporate information, product materials, etc. have become an issue that needs to be drastically reviewed and improved. According to a Forrester 2019 survey, 60% of corporate buyers say they don’t choose sales reps as their primary source of information.
1. Setting up clear objectives and goals
The purpose for a website is not just to renew, but to produce business results by operating a new website. For example, in the case of a B2B company, the purpose of the website may be to generate “inquiry” or “request for materials”, etc.
Example）
Objective = Achievements you want to generate on your website = Increase inquiries. Obtained 5 inquiries a month
How to = achieve the objective = Increase the number of accesses, improve CVR (set the numerical value clearly)
In addition, since the website is a platform to connect with customers, it is important that the structure is easy for the user to understand. That the content that the user needs is placed, and that the lead to the inquiry is properly set. It’s important to design properly from the user’s perspective, not just a well-designed site. After the website is released, we will need to continue to operate a successful website by grasping the behavior of users on the site by access analysis, finding issues that hinder conversion, and running a PDCA cycle that leads to improvement measures. To go.
2. Know your company’s issue
After setting objectives and goals, clarify the current issue analysis. It is to clarify the “problems” of what is an obstacle to achieving the purpose and what needs to be done concretely. We will grasp the issues and put the measures into practice.
For example, if the objective is to “increase inquiries”, you have to analyse your company situation. If you are new in Thailand or people in Thailand are not familiar with your company, the strategy is to raise awareness to increase the population parameter as a first task. Also, if you are aware of it but the number of inquiries does not increase, analyze the current situation such as how your website will be displayed on the search result screen in the first place, and what you should do to be displayed at the top of the search results. You can think of making a strategy.
3. Know your products/services and who your target audience is
Once you understand your company’s issues and formulate a strategy that meets the issues, you can make a concrete plan for building your website. Clarify the products and services you offer and the target customers you visit your website. B2B companies’ websites are the point of contact for potential customers looking for your products and services. It’s important that the information they’re looking for from the perspective of that prospect is well organized. Customers are looking for information to solve their problems and then consider purchasing a product or service.
4. Design that emphasizes the message
The website is for the users to use, so it is important that the design is easy for the user to see. Here are some points to keep in mind when designing websites for B2B companies.All of the above elements should be included in the design so it could better lead to conversion.
5. Continuous website management
Launching a website is not the end. The most important thing is to keep the website running properly even after it is developed and up on production. Websites are meaningless unless they are seen by users, so we need to aim for websites that get accessed by users. When building a new website, it is also necessary to consider how to attract customers to the site. There are various methods for attracting in number list customers to the website, such as advertising, SEO measures, posting on SNS, and distribution of press releases, but from the perspective of continuously updating the quality of the entire website, the information that users are looking for.
For example, the following content update example can be considered.
News
It is necessary to keep in mind to update notifications such as service. Function additions and event information from time to time. If the news is outdated it will effect the user’s trust and impact on the search engine optimization.
Case study
By increasing the number of case study articles on a regular basis. The site will be easy to use when proposing products and services. It also makes it easier for users to imagine what they would get after getting the products/services in their case.
Blog
Keeping your content updated is important to increasing the influx of organics (visits from keyword search results).
In addition, in order to achieve the desired results in continuously updating such contents. We will repeat the cycle of periodically analyzing the access status. Recognizing issues and making improvements. Is important. In access analysis, it is necessary to refer to general numerical values such as PV (number of page views). UU (number of visitors), bounce rate, conversion rate, etc., but from the analysis results.
Summary
We have introduced 5 points to make the website of B2B companies successful. It is important to continuously update the information necessary for service examination and optimize while turning. PDCA while responding to changes in the market and customer needs. At our company, we are constructing and operating a website that produces results. After solidifying the purpose and content of the website while hearing about your company. Your service, the target of appeal, competitor information, etc. From the planning stage, we will properly pack and shape the website for solving your problems. If you want to create a website but don’t know where to start. If you have a website but the results are not good, please feel free to contact us!
