Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.
What are you afraid of?
The goal of my Ion Interactive presentation “What Can We Learn from the Bad Boys of Marketing?” was to shake things up a bit.
Conversion marketing is about bringing visitors to choice. B2B conversion marketers carry this same burden.
Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets?
In my Ion Interactive webinar, I use two B2B landing pages to illustrate how these B2C techniques can be used: Mary O’Brien Adwords Advantage landing page AdwordAdvantage.com and CoverActionPro.com.
The elements are the same for B2B conversion marketing as they are for B2C webpages.
- Long copy
- Bold headlines
- Highlighting and bullets
- “Johnson” boxes
- Risk reversal
- “Act” buttons
- Signatures and postscripts
Check out Secrets of The “Bad Boys” of Online Sales Conversion for a detailed description of these Useful B2B conversion marketing elements.
I go as far in the Webinar to state:
“Business to business copy sucks. It’s horrible to read. There is a need, that when someone recommends a site to their boss that you look professional, but it doesn’t mean you have to write like an idiot.”
Ready for B2B Conversion Marketing?
Certainly you can deliver a high-converting experience without harming your online brand, like CoverActionPro.
You have to work harder. You can’t ask a committee of executives to review your pages. You have to know how your page is performing and how changes are affecting your results.
You can learn more about analytics and their proper application at my AEN Short Course “Web Analytics: Tools and Best Practices” on June 11, 2010.
Enjoy the Webinar and don’t miss Anna Talerico’s Conversations on B2B Conversion Marketing podcast. Or give your sales a boost. Check out our lead generation solutions tailored to your industry.
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