Sharing resource points on your website is a great way for B2B businesses to obtain sales and high-quality leads. Not only does this increase customer satisfaction, but it also gives your company website credibility. By providing access to a variety of resources, such as FAQs, tutorials, and other helpful content, it’s easier to gain the trust of potential leads. This is because you’re showing how resourceful your business is, and how capable you are of helping your clients.
It’s important to remember the old adage, “actions speak louder than words,” as proving your knowledge and expertise is key. We learned this while working with Prism Engineering, an energy-saving consulting firm.
Prism Engineering approached Ballistic Arts for website redesign and development. They expressed the need for a website that is optimized to reach their two primary stakeholders: the general public interested in learning about their services, and electrical service companies interested in accessing energy-saving resources.
To enhance Prism’s visibility and cater to these two audiences, we focused on modernizing the User Interface (UI) and the User Experience (UX). Our efforts led to the creation of a platform dedicated to the tools, resources, and services offered by Prism. This included an online resource library and energy calculators for their clients to explore and utilize.
And this lead generation strategy worked.
Modernising Prism Engineering’s UI and UX provides a better user experience, higher engagement, and increased conversions. Their BC clientele boomed and their sales and leads skyrocketed.
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Our digital marketing team learned a lot about the benefits of adding resource points to B2B websites. Because we don’t believe in gatekeeping our digital marketing expertise, here are 8 reasons why creating a resource centre for client users can be an effective lead-generation strategy:
1. Offering value
Providing resources that are relevant and helpful to your target audience demonstrates that you understand their needs and are committed to helping them achieve their goals. This can make them more likely to engage with your brand and consider your products or services as a solution.
2. Creating opportunities for engagement
Creating resource points that require users to provide their contact information, such as an email address or phone number, can capture leads and initiate follow-up communications. For example, you can send targeted email campaigns or personalized messages to these leads to nurture them through the sales funnel.
3. Improved self-service options
Offering clients self-service resources, such as tutorials and training materials, reduces the number of inquiries that your customer support team has to handle. This can help you scale your support operations more efficiently and effectively.
4. Enhanced customer experience
Streamlining the research process for your customers with relevant and helpful resources can improve their overall experience with your brand. This can lead to more positive customer reviews and referrals, helping to drive new business and increase revenue.
5. Cost savings
Reducing the number of support tickets and customer support inquiries saves on costs and allocates resources to other areas of your business.
6. Competitive advantage
Setting up clients with a robust set of resources sets you apart from competitors who may not offer the same level of support. This can help you attract and retain customers who value comprehensive support options.
7. Improving SEO
Creating a range of high-quality resources improves your search engine rankings and drives more traffic to your website. This can increase your brand’s visibility and help you attract more leads through organic search.
8. Providing social proof
We live in a mobile world, so promoting your resource points on social media and other channels generates interest and builds social proof. This can encourage users to share your content with their own networks, increasing your reach and generating more leads.
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We used the above information to produce creative, data-driven solutions for Prism Engineering’s website, with a focus on enhancing sales and marketing funnels. Creating resource points proved to be an effective way to generate sales and leads, as it provided value to Prism’s target audience, built credibility and trust, and created opportunities for engagement and follow-up.
In today’s world, people generally prefer to be self-reliant and seek external help only when it is truly needed. As such, it is important to include resources and tools on your website to cater to this preference. By doing so, B2B companies can enhance customer support and overall experience, leading to improved satisfaction, loyalty, and revenue.
Talk to us about how you’d like to incorporate resource points on your website! We can’t wait to connect with you.
