The wisdom to leverage our expertise.
Carborundum Abrasives –
Using Your Website the Right Way
Where do industrial companies fall short when it comes to
creating websites that serve as a source of revenue? According
to online marketing strategist Bob DeStefano, distributors often
fail in this area, and there are several reasons why:
First, they take an egocentric approach when creating their
website. “They are more interested in talking about themselves
and their products rather than serving their customers’ needs,”
DeStefano explains. “To succeed online, industrial companies
need to take a customer-focused approach to website creation,
offering content and features that address their customers’
needs and motivations.”
Second, they fail to take an educational approach when
marketing themselves online — and their websites are actually
too product and sales focused. While businesses like Amazon-
Supply get their B2B competitors thinking about transactions,
“In most cases, customers do not choose to do business with
them because they have the right products at the right price.
They choose to do business with them because of their special-
ized knowledge,” says DeStefano. As problem solvers, industrial
distributors not only sell products, they educate customers on
how to be most effective when using them for specific applica-
tions. They need to lead with this knowledge on their website to
showcase their unique differentiation.
The third reason industrial websites fail to generate revenue is
because companies make it difficult for customers to take action.
According to DeStefano, often companies simply rely on their
‘Contact Us’ page as the primary method for generating leads.
To turn their website into a lead generation machine, they need
to pepper their website with a variety of calls to action, inviting
prospects to reach out and take the next step. “In addition, they
need to understand that not everyone is ready to buy today,” he
stresses. “Some people are kicking tires, while others may have
a basic early-stage question. To compel all prospects to reach
out, they need to offer a variety of calls to action that appeal to
prospects at each stage of the buying process.”
For more insights from Bob DeStefano, register for his workshop “How to Build an Online Marketing Machine” on Monday, June 9th at the Distribution & Manufacturing Profitability
Forum. For more information, or to register, please visit www.