Capture Attention During the Long B2B Sales Cycle
The B2B sales cycle tends to be longer than the B2C sales cycle due to the lengthy decision making process. Organizations want to make sure that they are making the right choice for their business. The products or services that you offer must be the best match. Since many B2B products and services are expensive, decision makers aren’t going to make any haste decisions. They are going to take their time conducting research on the industry and any organizations that they are considering doing business with. B2B product or service providers need to take advantage of as many online touch points as possible to capture attention throughout the decision making process.
An online marketing campaign today should integrate many components. A strong campaign today requires B2B SEO; content marketing, social media marketing, and advertising and promotion. Each of these components should be working together, since operating each component in a silo can result in mixed messages and brand confusion. Each of these efforts contribute to the final conversion. Remember, your target audience members are all at different stages in the buying cycle. Early on, you might be found via organic search. Farther along, the prospect may be following you in social media or be a newsletter subscriber. It’s necessary to have all of your channels covered at all times.
A common mistake that B2Bs make when it comes to online marketing is not giving all of their online marketing channels enough time to be successful. That and paying too much attention to where the final conversion is coming from. Customers might say that they found you in the search engines, but it’s doubtful that they simply clicked on the organic or paid listing and then converted right then and there (especially if your product is an expensive one). It’s likely that additional brand touch points also influenced the decision. For example, they may have signed up for your newsletter and followed you in social media and been an avid reader of your content for months or even years before deciding to pull the trigger!
Investing in only a few of the channels that are available to you online means missing out on opportunities for brand visibility across the web. It’s also important to keep in mind that each channel feeds into the next. For example, if you aren’t creating content there is less to share in social media. If you aren’t active in social media, you won’t achieve the inbound links and social signals that improve your SEO efforts. If you are only investing in PPC and not SEO, your brand won’t be as strong on the search engine results page.
B2B decision makers have a huge amount of responsibility on their shoulders since the money they are spending is not their own and the product or service they are buying will have a direct impact on how the business is run. It’s important to catch their eye in any way possible and provide them with plenty of information that persuades them that you are the best match for their business.
Categorized in: B2B SEO Marketing
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