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Want B2B Website Traffic to Move? Stop Blowing Your Horn


b2b websiteVisitors won't get interested in your company until you show interest in them

A lot of companies have a hard time shaking old habits when they start dealing with inbound marketing. After years of telling the world how great the company is, it seems natural to keep pounding that same message online. The trouble is, that's not what your audience is looking for.

Digital Sherpa's Adam Japko offers a good way to think about it: "When you walk into a cocktail party, you don’t go up to people and say, 'Hi, I sell real estate. Do you want to buy a house?' Everybody would avoid you. Instead you start with, 'Hi, you know I just saw a house with this really tricky design challenge and they got this designer who helped fix it in this way.'”

The same idea applies when you invite people to visit your site. They aren't coming there to hear you blow you own horn, they're looking for information. Give them some free tip sheets, white papers and guides. Blog about issues that matter to them (they'll tell you what those are, if you ask). Put on a webinar, and take questions at the end. When they see useful content, they'll keep coming back. If all they see are sales pitches, they'll move on.

In other words, make your site the place to go if people want to keep up with what's going on in your field. That will make you a go-to source. When they do decide to buy, you'll be the first one they turn to.

But as Japko warns, it takes a real commitment to do it right. Even if you are paying someone else to do the research, writing or videography, you still have to be involved. (You can read the full interview at

What does your web site offer visitors besides the company talking about how wonderful it is? (And do I walk the talk?)


We have started a company blog, that aims to do just this... provide relevant content for our audience, without the "sales hype". Occasionally we share news about our company (ie: an award win, or expansion into a new territory), but for the most part, it's all about technology trends, tips, etc. that hopefully help our readers and add value for their jobs. RED, your website ALWAYS is a source of great information for me as a Marketing Manager. Well done as usual!
Posted @ Tuesday, December 04, 2012 11:43 AM by Michelle Pizzo
Thank you Michelle! Always got to try to walk the walk right? ;-) SOS sure does when it comes to unified communications expertise...
Posted @ Tuesday, December 04, 2012 4:17 PM by Rebekah Donaldson
Recently I came across some great articles on your site. 
The other day, I was discussing ( my colleagues and they suggested I submit an article of my own. Your site is just perfect for what I have written! 
Would it be ok to submit the article? It is free of charge, of course! 
Let me know what you think 
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Anele Ivanova
Posted @ Tuesday, February 05, 2013 12:54 AM by Anele Ivanova
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