Use your website to implement your strategy change

Want to change or sharpen your business strategy? Use your website to do so. A new website is the perfect opportunity to roll out and implement a new / sharpened strategy. Especially if your current website is outdated and the content does not match the story your salespeople are telling customers. Online and offline communications only work when they align. When there is a mismatch, it can result in potential customers dropping out when you have the perfect solution for them. Now the question: How do you get started?

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Customer and market information

Do research beforehand. Who are your customers now and in what markets do they operate. Are these growth markets or is there a lot of competition. On the basis of data (Chamber of Commerce, CBS and financial institutions) you can make targeted choices on which markets to focus and with which product groups. From these product-market combinations you can work out your proposition.

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How do you arrive at the right proposition?

One tool that can help with this is Mercuri's Six Battlefield model. Here you look at the needs of a specific customer or market. Against the need of the customer you put your own offerings and those of the competitor. What are the unique Unique Selling Points, what are value that you share with your competitor and what are disadvantages of your offer.

Based on this, you can go into a discussion with your sales and marketing team about what your added values are and what your competitor's added values are. The outcome is valuable not only for your story with the customer, but also for writing your content for the new website. You want to reflect this added value in your texts to convince the customer to choose you.

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Testing assumptions

After you have thought about your proposition and added value, it is important that you test it with your target group. If you do not do this, you might miss the connection with your target group, which is a shame, especially when you take into account that developing a new website takes a lot of time.

You can test this added value through a customer survey. Where you ask what the weighting factors are on which customers choose and judge a supplier. If they match, you can proceed with the development of content for your new website and it will also meet the customer's information needs.

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Getting started!

We as TMC Media have helped several clients within the B2B manufacturing industry to develop and implement business strategy changes in the online channels (marketing plan Hanwel). Get started too and contact me.  

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