How to Stretch Your B2B Marketing Budget with Good Design

Budget is an important consideration when planning any B2B marketing initiative. The goal is simple: get the best return on investment. For B2B companies, this return can seem elusive.

To get the most for your money, you must first clearly and precisely define your marketing objectives.

For example, do you want…

• Increase website form submissions valuable leads?
• Help current and potential customers better understand your product offering?
• Attracting highly qualified and sought-after candidates?

Each of these sample goals can be attempted through a single marketing effort, such as search ads to drive traffic to your website’s contact form, an email campaign promoting new products or creating posts on multiple recruiting websites.

However, to achieve the highest return, these goals rely on a professional-looking and user-friendly B2B website design. Investing in a website tailored to your specific marketing goals is the first step to getting the best return on investment across a range of goals.

Once you have established a quality design with your website, all efforts to improve SEO, establish online advertising, social media posts, email campaignsand job offers will be more successful.

What is a good design?

The terms “good” and “design” may seem very vague. In the world of B2B website design and marketing, we can narrow down the definition a lot.

Good design is simply the visual means by which we can elevate a business in the eyes of current and potential customers and employees to inspire trust and interaction.

How to achieve it?

The four main drivers of good design are:

• Professionalism – Do you have an established professional image and feel for your business? This includes a professional logo, intentional use of color and typography, and an overall visual language that you can apply across different marketing channels.
• Clarity – How easy is it for people to quickly understand what you do? Successful marketing relies on clarity of messaging and design. Avoid visual clutter as it is likely to distract rather than enhance understanding.
• Consistency – Can people looking at your different marketing efforts tell that they come from the same company? Consistency helps build trust and trust inspires conversions. This doesn’t mean you have to be boring, it just means you have to be on the mark.
• Differentiation: What differentiates your company from the competition? It can be spelled but it can also be expressed visually. Consider leveraging your business assets with a unique photograph or video. Showcasing your value propositions, including products, expertise, people, facilities, or history, can help you stand out.

Companies often measure B2B marketing success by tracking the acquisition of new, quality leads. Other measures of success include improving communication with current customers to increase repeat orders, building an online presence as an industry expert to gain visibility, or improving efforts recruitment to capture and retain top talent.

Whatever the goal of your marketing initiative, good design can amplify results.