Another Look at B2B Consumers | Increasing Your Online Conversions

Working with many customers in the Industrial Marketplace, we try to find research that will help increase search engine results and online conversions for our clients. Conducting some research lately, I have found that unlike a consumer, a business buy really does prefer the simple and fast websites that provide online information in a clean format.

Watching the trends of the internet, you will see that business to business consumers are far behind the consumer to business buyers, but with technology, maybe the business buyers will naturally evolve with the consumer. That is not the case. You can still attract your business buyer with the simple marketing techniques and traditional communication tools.

A business buyer responds best to a text ad, a search listing or to a “download a white paper” prompt. Gathering product information is the most important. They do not care about the flash pieces, podcasts or multimedia presentations. They want a white paper, case study, FAQ, online demo and possibly a webcast.

An important point that I found in my research was that a business consumer will be sharing their information with others. Most likely they will not be making the sole purchasing decision, so any research that they might find they want to be able to print, transport and share with others. That is why a white paper, a comparison chart, pricing table, specification sheets, CAD Drawings and technical data on a product or service is important. They can be bookmarked, forwarded, saved and printed off.

As my resource says: B2B Marketers: Keep It Simple.

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