B2B Buyers Research Online Before Buying

b2bmarketingSimilar to their B2C counterparts, studies are showing that in order to stand out and grab new business, B2B companies need to pack their websites with informative content to perform well in search results and engage potential customers.

In order to generate leads online, companies are turning their websites into information destinations for potential consumers doing research on their buying needs. Just as they do for themselves, when looking to purchase for business, consumers use search engines and social channels to find out as much as they can about a company and their products before making their final purchasing recommendations or decisions.

According to a recent study by the Acquity Group, 94 percent of business buyers and purchasers complete some sort of online research before making a purchase decision. The methods they use follow similar trends seen on the B2C side of business:

  • 77 percent use Google Search or Bing
  • 84 percent check the company’s website
  • 34 percent visit third-party websites to find out more about a company
  • 41 percent read online reviews about the company, their products and customer service

Like their personal consumer counterparts, business consumers consult an average of 10 online sources before finally making their purchase decision.

Create a Competitive Content Archive

Depending on your industry and size of purchase at stake, consumers may or may not want to conduct the entire transaction autonomously online. However, regardless of industry or size of purchase, the fact remains that consumers will do research before making their decision

In order to capture their attention and earn their trust to move on to the next phase of the purchase life cycle, you need to have an army of content resources ready and at their disposal to answer their questions. A strong content archive can educate your leads and help guide them through the sales funnel.

For many consumers, a lack of online information about a company is becoming a deal breaker and is seen as a warning sign; companies without content or willingness to provide information are viewed as too new, not large enough, and having no stamina or longevity.

Give your consumers what they are thirsting for – create a content archive that is full of information about what sets your company and products apart, provides insight into who you are as a company, and explains to the consumer why they need you. And once you’ve created the content, you’ll want to share it across the web on various social platforms, forums and industry publication channels. The more of your information that gets out there, the more the search engines will find it and deliver potential consumers to your site.

Doing the research, planning and outlining a plan of attack, and creating informative and captivating content is a huge task and one many companies don’t have the resources to achieve. That’s where Haley Brand Intelligence comes in. Our team of industry experts can create a content archive and content marketing strategy that will get your company noticed and bring leads to your doorstep.

When you’re ready to engage prospective consumers online, contact Haley Brand Intelligence and let our team create a content strategy that will deliver for you.

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