The marketing strategies you create selling wine to individual customers vs. selling to businesses are similar, but the differences between the two are important if you want to maximize profits. In other words, to succeed, you need to understand how B2C (business to customer) and B2B (business to business) audiences respond differently to the marketing messages you send. What is the difference between B2B and B2C website design?
In general, while B2C customers tend to respond to emotional appeals, their B2B counterparts are more likely to be persuaded by logical, process-driven appeals. While this is generally the case, it’s a bit simplistic. In fact, the specific strategies you build for either audience should reflect not only what makes your wine business unique, but as the marketing trends which drive the industry. If effectively leveraged, you will hopefully achieve your objectives:
Lead generation is often the main goal for a B2B website to drive fuel and nurture a steady stream of qualified prospects to the sales team. B2B sites also tend to have more detailed content geared towards industry professionals.
In contrast, the main goal of most B2C sites is to drive brand awareness and online sales. 2021 promises to be the largest year ever for online d2c sales. If you sell wine and craft directly to consumers, an ecommerce platform is a necessity.
As WordStream correctly notes, the differences between B2C and B2B marketing are substantial:
“This isn’t always cut and dry…but these differences between B2B and B2C search marketing are significant. For marketers or digital marketing agencies serving both types of businesses, understanding these differences is crucial to develop a high performing marketing strategy for a business. Whether it’s relationship building or communication strategy, marketers must take different approaches to maximize the effectiveness of their marketing tactics.”
Making a Good First Impression Begins With Your Website
The days when shopping for products and services meant letting your fingers do the walking through the Yellow Pages are gone. Today, the vast majority of shoppers go to the internet to find what they’re looking for if your winery website strikes them as difficult to understand, or difficult to see what makes your business stand out from all the others in your industry, they’ll look for the nearest exit sign.
The fact is, the first thing prospective customers learn about your business comes from your website. If your site is responsive, contains useful content (about your business and your industry), and is easy to navigate, customers will spend more time there and will be more likely to buy your products. If on the other hand, they encounter problems-everything from sites that load too slowly to those with weak calls to action (CTAs) and those that don’t work properly on mobile devices, they’ll tend to abandon it and move on to one of your competitors.
Consider for example these revealing website design metrics from WebFX :
- More than 90% of consumers report that their first impression of a business-good or bad-comes directly from their experience with the company’s website
- More than 75% of consumers’ credibility and trust in your business derives from the design of your website
- Almost 90% of consumers say they’ll abandon a website on which they have a poor customer experience, and that they’ll quickly move on to one of your competitors
- The principal reason B2B and B2C companies invest in website design or redesign is to make their brand stand out from the competition
- US businesses lose on average more than $2.5 billion every year due to poorly designed sites like those that have slow load times.
What B2B and B2C Wine Industry Website Design Trends Will Dominate Website Design in 2021?
Trends that will Dominate B2C Website Design in 2021
Every B2C business is different of course, with different customers, different business goals, and different marketing challenges. That said, the following two B2C website design trends will be dominant this year across a wide swath of industries:
Three-dimensional elements tend to grab site visitors’ attention, draw them in and make them want to remain longer on your website. An excellent example of best practice 3D imagery comes from the financial world. Note how Bruno Ortolland , a business that specializes in computer-generated imagery (CGI) uses this tactic with simplicity, clarity, and action-oriented images. When effectively designed, 3D imagery can make your business break through the background noise.
Patterns were big in the 90s and are now back in style. At their best, patterns create a clean, contemporary look and provide the opportunity to highlight individual products.
Note how Shiner , which sells hard seltzer, successfully uses this approach to bring attention to its top-selling products. Note also how their use of patterns is complemented by simple, intuitive site navigation.
Trends that will Dominate B2B Website Design in 2021
Among other things, a strong B2B web design should build trust and authority in your business. The following three B2B design trends are intended to do precisely that:
The Minimalist Approach
This trend makes use of short text, white space, and simple ux design to keep the laser-focused on your marketing message rather than on the nuances of the web design. Note how Carolyn Soldo , who offers training for business leaders and C-suite executives, uses minimalism to keep visitors’ attention on the more important design elements like it’s high-quality photography and professional video presentations.
Maintaining consistent branding is critical to every aspect of B2B marketing, but nowhere more so than on your website. Consistency in branding includes everything from the way you display your logo, color palette, typeface to your value proposition and brand voice. And, when it comes to branding, you can find no better example than Dropbox . Here, the site designer is meticulous in every aspect of the company’s brand, building the authority and trust necessary to boost sales of their products and services.
Increased Importance in Website Content
A typical wine and craft B2B buyer is very knowledgeable and often just needs to be educated about why your barrel, bottle, fermenter, or innovative cork is the best option for them. In 2021 content marketing will become increasingly important to help influence the purchasing decision. It offers a foundation and landing page for potential customers who find your service through micro-content on social media sites such as Twitter, Facebook, and LinkedIn.
Converting Windo Shopper into Paying Customers
Creating a website design that works for your wine business will help you reach your marketing goals and add to your bottom line. But it can also be both complicated and confusing. That’s where we can help.
At Barrels Ahead, we understand the wine industry and the buying habits of wine consumers. We can give you the advice and guidance you need to get optimal marketing results from your site within your marketing budget.
We have the in-house expertise to create a site customized to the needs of your business based on content strategy -one that will help take your business to the next level. In addition, we can give you the advice and guidance you need to convey the essence of your business. To learn more about our web design, pay-per-click (PPC), search engine optimization (SEO), and content marketing services, contact us today.