It’s been difficult for many B2B companies to make a transition to online marketing – and many B2B businesses are still stuck in the paradigm of sole reliance on cold calls, direct mail, and trade shows. I’m not saying there isn’t a place for these efforts, but given that 85% of B2B customers search the web before making a purchase, it’s high time for B2B companies to build a more effective online marketing engine.
The reason is simple
Your buyers are changing – employees in charge of corporate purchases can conduct their own buying research faster and more efficiently from their desk than they would traveling and meeting with sales teams. According to a study by the ethiopia telemarketing database Corporate Executive Board, 77% of B2B buyers said they did not talk with a salesperson until after they had performed their own independent research — online. This holds true even for the high-dollar, long-sales-cycle purchases.
It’s high time to get on the online wagon. Below, I outline some of the most effective strategies to develop the foundation for your B2B online marketing strategy.
Make sure you have a well-designed
well-written website: According to web credibility research from Stanford, 75% of users admit to judging a company’s credibility based on its website design. Your website should make a positive first impression of your company and offerings. And, it should have educational content that engages and educates your prospects.
Know your target audience:
Develop a crystal clear vision of who your content is intended to motivate. When you intimately understand your core audience, you can create website pages and targeted content that are effective and focused. Don’t try to be all things to all people – be an expert for your niche.
Begin blogging: Developing you
r own content is an online marketing strategy that every business can use. In a crowded marketplace where you are working to get more visibility, blogging is an essential tool to connect you with your buyers, as well people who can be a source of referrals. It helps establish your company as a subject matter authority and make your sales process easier.