Use your website to implement your strategy change

Do you want to change or refine your business strategy? Use your website to do so. A new website is the perfect opportunity to roll out and implement a new or refined strategy—especially if your current website is outdated and the content doesn’t align with the story your salespeople tell customers. Online and offline communication only works when they’re aligned. When there’s a mismatch, it can cause potential customers to walk away—even though you have the perfect solution for them. Now the question is: How do you get started?

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Customer and Market Information

Do your research in advance. Who are your customers, and in which markets are they active? Are these growth markets, or is there a lot of competition? Based on data (from the Chamber of Commerce, Statistics Netherlands, and financial institutions), you can make informed decisions about which markets to focus on and which product groups to target. Using these product-market combinations as a starting point, you can begin developing your value proposition.

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How do you come up with the right value proposition?

One tool that can help with this is Mercuri’s Six Battlefield model. This involves analyzing the needs of a specific customer or market. You then compare the customer’s needs with your own offering and that of your competitor. What are your unique selling points, what value do you share with your competitor, and what are the drawbacks of your offering?

Based on this, you can discuss with your sales and marketing team what your unique value propositions are and what those of your competitors are. The outcome is valuable not only for your pitch to the customer but also for writing the content for your new website. You’ll want to highlight this unique value in your copy to convince the customer to choose you.

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Testing Assumptions

Once you’ve given careful thought to your value proposition and added value, it’s important to test them with your target audience. If you don’t do this, you may end up failing to connect with your target audience—which would be a shame, especially considering that developing a new website takes a lot of time.

You can assess this added value by conducting a customer survey, in which you ask what factors customers consider when choosing and evaluating a supplier. If these factors align, you can proceed with developing content for your new website, and it will also meet the customer’s information needs.

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Let's get started!

At TMC Media, we have helped several clients in the B2B manufacturing industry develop and implement changes to their business strategies across online channels (Hanwel marketing plan). Get started today and contact me.  

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