Have you ever walked into a store and instantly been swarmed by 2-3 sales people? Then when you told them you’re just browsing, you felt their eyes following the back of your head? It’s weird, right? No one likes to be bombarded, and the same philosophy should hold true in the design of your virtual establishment… your website.
This week, Kiwi team members attended the first Business Technology Forecast event put on by our friends at AtNetPlus, a local IT leader. Not only did we learn what’s ahead for the tech industry, we also got to meet some great local companies that we’re excited to keep in contact with!
So, what did we take away from the event?
Looking at real-life examples, we learned what technology is needed for small- to medium-sized businesses (SMBs) to stay relevant and safe in today’s fast-paced, consumer-driven environment.
As a tech marketer, have you've experienced any of these all-to-common issues at your job?
- You have a small team and are required to perform tasks outside of your primary skill set.
- You have a long list of important projects that have gone uncompleted for weeks…or months.
- You don't have time to stay up-to-date with changing technology and marketing trends.
(I see you nodding at the computer screen…)
What if you could solve these problems simply by working with an outside marketing agency who specializes in your industry? It's true…and here's how your day-to-day life could change for the better.
WordPress is a tremendous tool for tech marketers. What makes it so great for tech marketers? Well, one reason is that it is an open-sourced platform which lets marketers use the platform in a number of ways, from simple “brochure” websites to inbound marketing powerhouses and e-commerce platforms. As the world’s most popular content management system (CMS), the platform has a ton of outstanding plugins that really extend the functionality of the CMS.
There are a ton of plugins that can be used for very specific functionality like adding contact forms to your site, integrations with marketing softwares and intranets but today we’re going to focus on a handful of plugins that all marketers should be using on their WordPress websites to better optimize for search visibility and to keep their websites secure.
A well performing website is an essential part of a B2B marketer’s arsenal. Pretty much every B2B tech company’s top goal is to drive more leads and increase sales.
In fact, increasing leads is usually the top priority of the marketing managers that we meet and talk with every day. When we embark on a website redesign project for B2B tech it’s always top of mind for us to make a site that not just looks great, but that also works really well for driving leads and nurturing prospects.
Here are four things that all B2B tech marketers should keep at the top of their minds when planning a new website or modifying their site to drive more leads.
A website is usually the single biggest marketing asset that a B2B tech marketing team has available to theme. But sadly, it’s often the single biggest missed opportunity as well!
A common issue we’ve seen time and time again when it comes to B2B tech websites is that it’s not designed with the user in mind and not designed to drive marketing activity.
You’re worried your site might be guilty of these issues, aren’t you? Well don’t be! We’ve outlined seven common missteps with B2B technology websites and how marketers can make them more effective!
Ah, every B2B tech marketers dream! You’ve been given the green-light on a budget to implement a new marketing approach and redesign your website … and now you’re wondering where to start and how to plan a website that will leverage inbound marketing. Not to worry, smart marketer! We’ve got you covered.
Planning a website that will be used to drive your inbound marketing campaign sounds complicated, but really it comes down to a few key points:
- Knowing your audience
- Planning your content
- Integrating your other marketing channels
If you’ve been through the process before then you know that redesigning a B2B tech website is a big job and involves a variety of people across different roles at a company. And sometimes (ok, a lot of the time) getting everyone on the same page about your site strategy and design a little bit like wrangling cats! So how are smart marketers managing team expectations and driving the design process forward?
Feeling like your content is missing the mark a bit, but not sure why? It might be that the voice and tone behind your content is inconsistent. As B2B tech marketers, you have a lot to manage and work on every single day and chances are that developing your authentic voice is not something that you really have put a lot of time or thought into.
Whether you’re a marketing manager on a team of one (been there) or leading a larger team of designers, writers, and SEO gurus, it’s super important to develop an official brand voice that sounds and feels like your brand. The way you write affects how your B2B technology brand is perceived and how your audience interacts with your brand. If you're stuck on creating your authentic voice, here are 12 tips on how to develop the authentic voice for your B2B technology brand.
How often should you should redesign your website? Well, depends on who you ask. Some articles and experts will say a site should be redesigned every two years and others will say every five.
Truth is that it’s really hard to define a rule-of-thumb for that question. Technology changes quickly, design trends come and go and businesses can pivot on a dime. Because of that you can have a perfectly up to date website today and by next quarter it can feel outdated.
Rather than adhere to an arbitrary rule dictating when you need to update your site, we recommend looking at how your site is performing and the overall state of the business and deciding based on those factors.
That said, here are four reasons that a tech company should redesign their website: