Optimize for B2B Search Malta Phone Number

AKA, “How to date your prospects”.

In Part 1 and Part 2, I argued that B2B search marketing presents unique challenges compared to. B2C search, including the need to market to. Multiple decision makers at different points in the sales cycle. In this post. I discuss how you can create landing pages that meet the needs of each type of decision maker as they move through their buying process.

In B2C search marketing, the person doing the search is the same person. Who will make the purchase, and the time between search and purchase is very short. This means the goal of B2C landing pages should be to convert the searcher into a. Customer by generating a purchase transaction.

In B2B, however, most searches come from influencers and users, not economic buyers. The actual purchase will happen weeks or months after the initial search. This means the most common search intent in. B2B is to perform research, not to make a purchase or request a sales contact. This fact has significant implications for how you. Build landing pages, define conversions, and use any information you capture from the customer.

Provide Useful Content to Build Trust

The Internet has changed how people research complex B2B purchases. Search has killed the trade show as the first place most people learn about a solution. Buyers want to be (and are) much more educated about your solution before they engage with a sales person. And online channels have greatly increased marketing’s ability to connect with prospects at multiple points in the buying cycle.

Over 2/3 of B2B buying cycles begin with a search engine. If your landing pages provide useful content that gives the searcher the information she is looking for, you can help frame the discussion and become a trusted advisor – which will greatly increase your chance of success later in the buying process. (Relevant content will also help your rankings, even for paid search.)

Just be sure you are not too self-serving – that will be transparent to the buyer. Here’s a good rule of thumb, courtesy of Ardath Albee’s Marketing Interactions blog: If your goal is to change someone’s behavior, you are probably pushing too hard at this stage.  If your goal is to deliver value by offering a solution to the searcher’s problem, you are one Malta Phone Number the right track to build trust.

Ask For Information In Exchange, But At the Right Time

Malta Phone Number

Many B2B searchers do not have a problem sharing information about their project or professional contact data in exchange for useful information such as a whitepaper, demo, or case study. By capturing this information you can continue to provide information to the prospect as they move through the buying process, which improves the likelihood your company will be seen as a trusted partner.

However, requiring registration reduces the number of people who will see your content – MarketingSherpa found that it can reduce downloads by 75%-85%! (Worse, some customers may submit bogus data to get the content, creating a data quality headache.) If your goal is to reach people as early in their buying process as possible (since that’s where your influence is the biggest), your may want to provide some content without requiring any contact information.

 

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