It’s what the b2b world revolves around: requests for quotes
Take the scenario: A company sells generators to electricians. Their website is “supposed to be creating opportunities to quote”. They are not geared to help “end-users”… people who don’t know the first thing about a generator. Yet their web forms are bringing in a mix of ideal leads and bad leads…
Two examples of typical requests they receive from their website:
CUSTOMER ON WEB FORM SUBMISSION 1:
“Hi, Please can you quote me on a generator for my house. I’m not sure what size I need. But it mustn’t be noisy. Can you make it that it starts when the power trips? Actually can someone maybe come and tell me which one I need- are your generators better than the ones from the hardware store?”
CUSTOMER ON WEB FORM SUBMISSION 2:
“URGENT Please quote on 30kVA gen set. Including delivery to site in Bryanston. Include spec’ sheet, and cabling recommendation for 20m surface mount.”
To add to the pain, the marketing manager gets emails like this from her colleague the Sales Manager:
“you need to rethink how to increase request for quote off website B2B za website. We are getting more and more requests for quotes but half of the requests are for housewives who don’t know the first thing about what they need. We’re supposed to be selling generators to electricians and not housewives. I don’t have time to drive to their house and quote them and hold their hand through the whole process…” blaa bla blaaa
As a marketer running a .CO.ZA domain for a technical/industrial/B2B company you’re probably familiar with the above challenges and ensuing complaints.
The trouble is that buying more AdWords and SEO is simply going to magnify the problemof appealing to everyone. Sure you will get more request for quote emails for the right customers but also more for the wrong customers… and those are really a waste of your budget.
Start understanding personas. Loosely put: a persona is a description of a group of customers that share common characteristics and behaviours when visiting your website and buying from you. You can give then fun names to differentiate them.
In the examples above there are two distinct personas to illustrate the point:
A: Housewife Mary
- She is a once off purchaser.
- She needs to someone who can advise her on the full purchase.
- She will be interested in a board range of services like refilling… the sorts of things your company doesn’t do.
B: Electrical Elvis
- Elvis is a busy electrician/contractor who often installs generators.
- He uses your company and compares prices with a competitor of yours.
- He knows what he needs, doesn’t need a hundred add-ons.
- He is not motivated emotionally as to which generator to buy he just needs good fast reliable service.
How it works
By understanding the two distinct personas visiting your website you can create content that appeals to Elvis if he is the persona you’re interested in. If your site has optimised content that covers Elvis’ needs, you’re more likely to attract the right kind of traffic. An example of the right content for Elvis is:
- Article on “Faster ways to spec generators: tong testers”
- An infographic on “The dangers of spec’ing a generator using the utility bill”
Housewife Mary is not going to be Googling: “faster ways to spec a generator”!
Articles and content aimed at “the right” persona will generate the “right traffic”.
Using personas as a way to segment your website visitors, will enable you to shift the nature of your traffic by appealing to their specific needs… When personas are sufficiently defined and differentiated your persona targeted content will attract the right traffic and leads
In this post we defined personas and shown you how using personas can help you rethink your approach to getting more rfq’s off the B2B website you manage in South Africa.
Understanding personas is just one item off our 25 item checklist to measure digital marketing agency performance so that you can get more leads.