GTM Blog Series 9: How to build sustainable growth and a digital presence
If this past year has taught Microsoft partners anything, it is that their digital presence is key to not just surviving, but to thriving and growing. Your website and social media activity have become the digital shop window for potential customers who have rapidly embraced cloud technology and new ways of working.
However, many organisations have websites that are little more than static business cards, load slowly and provide little opportunity to engage with visitors who could be keen to buy.
Over the past six months, Make Marketing Magic has assessed the digital marketing capability of hundreds of Microsoft partners. With the unique Online Presence Assessment (OPA), you can learn how to optimise and improve your website. You can then gain the key learnings that lead to growth.
And the great news? The OPA – plus an in-depth consultation – is currently being offered for free to Microsoft partners.
Get a complete and accurate picture of your business online
According to Hubspot’s 2020 Not Another State of Marketing Report, 63 percent of organisations are investing in a website upgrade. But to get the best out of your current or new website, you need to understand what your audience needs. The OPA goes under the hood to see what is working and what needs optimising. This is all benchmarked against hundreds of Microsoft partners across the UK and Europe.
When tuned and operating correctly, a website – combined with other online channels – can become your best salesperson, a tool that generates business. On average, partners achieve 139 percent growth in website visits within three months with Make Marketing Magic.
When we took a deep dive into the hundreds of OPAs that have been completed, we found a top five set of challenges faced by Microsoft partners. Here are some learnings that can make the difference between your business growing – or stagnating:
1. Make your company value proposition clear
What do you offer your customers? Recent research from Focus Vision found that business customers consumed around 13 pieces of content before making a purchase decision, with most of these coming from the vendor’s website. They prefer to consume a variety content such as case studies, blogs, videos, infographics and more that showcase your value proposition and customer success stories.
Make your value proposition clear on the front page. It’s the perfect spot to showcase why customers should be interested in your products and services.
2. Address your target audience
It’s one thing to know your ideal customer, but you need to ensure you showcase you understand their needs and pain points on the website.
One good way to do this is to tell a story through customer case studies. They can directly see how another business solved their problem with you. Or do an on-demand webinar on how they can overcome pain points. Another way is to directly get involved with your audience on social media – join the conversation, share relevant content and respond proactively and naturally.
3. Improve your website loading speeds
Slow websites impact the overall quality score and SEO ranking. How? Well, according to Website Builder Expert, 1 in 4 visitors will abandon a website that takes more than four seconds to load. This high bounce rate then informs search engines that the website isn’t useful. This means your website may be ranked lower than it should be in search results.
It’s also a sure-fire way of losing prospects, as they switch off before seeing what’s on offer and are less likely to return. Website Builder Expert also found that 46 percent of users don’t revisit poorly performing websites.
Take a look at the tech behind your website – see if your website is running smoothly with no broken links and is accessible for all users.
4. Make your SEO keywords product or market-driven
We’ve learnt that the top five keywords found by Google and Bing are often not the keywords many Microsoft partners want to be found for. According to a 2020 Markletic study, 56 percent of B2B marketers say that SEO is the best stream of continuous leads.
Because of this, it’s important to ensure your SEO keywords to be product or market-driven so you can generate the best leads.
5. Include calls to action
Where B2B tech sales are concerned, few customers convert there and then. It often takes several ‘exposures’ and interactions, especially when it comes to premium services. That’s why giving them multiple options to convert is essential at every step of the funnel.
These calls to action should come at natural points of the journey, using active language that encourages customers to take an action or the next step.
Creating more opportunities
Each OPA analyses over 200 data points and combines them with a human intelligence review of the technical aspects and marketing fundamentals. When you have a thorough insights and information about your digital presence, you can build a better digital presence. By making sure all your online touchpoints are configured in the right way – and performing the way that they should you will ensure you are delivering the information your future and current customers expect. This will help you build sustainable growth, create more opportunities, and drive innovative customer experiences.
Contact the UKMC to discover more about how you can build sustainable growth with an OPA.