Multiple Touchpoints Contribute To B2B Conversions
There are many differences between businesses that target other businesses and businesses that target consumers. One of the key differences that need to be considered throughout the marketing process is that the B2B sales cycle is typically much longer than B2C. B2B decisions have implications that can affect the whole organization, which is why decision makers usually take their time and research an organization that they are thinking of doing business with. The companies that take advantage of the many outlets that are available and market their business in many ways online are the ones that will be able to capture the most attention throughout the decision making process.
Many components make up an online marketing strategy and each of these components should work together to form an integrated campaign. Operating each component in a silo can result in mixed messages and brand confusion. It’s really a joint effort of all of your online marketing efforts to get that final conversion. Each channel feeds into the next and all online marketing efforts need to cater to your target audience members that may be at different stages of the buying process and may choose to consume information in various outlets.
A strong online B2B marketing campaign today requires B2B SEO, ongoing content marketing efforts, social media marketing, and advertising and promotion. The mistake that many B2Bs make is only investing in a few. Maybe they have a well-optimized site and are executing PPC, but they aren’t doing any content writing and aren’t active in social media. Without these two crucial components of an online marketing strategy, many opportunities are missed.
Many business owners make the mistake of focusing too much on where that final conversion came from and don’t fully understand that it’s likely that it was not the only touch point throughout the sales process. For example, looking at Analytics or collecting data from customers, you might not immediately see a correlation between your social media efforts and sales or leads. This will result in questioning the social media strategy and all that you have invested in it. However, the truth is that it’s very difficult to measure exactly what contributed to that final conversion. The final decision could have been made after a PPC ad was clicked on (advertising), a SlideShare presentation was viewed (content marketing), and a LinkedIn post or comment was viewed (social media) even if via Analytics you are seeing that the conversion came in through organic search. That’s probably because the decision maker or decision makers liked what they saw previously and simply conducted a branded search to finally make the purchase.
B2B decision makers have high expectations when it comes to service/product providers because their organization is doing the same thing. If they don’t agree with how you are marketing your business (“Really, they don’t have a social page?”) they might not even include you in the consideration set even if your product or service is great. You never know where a potential client or customer is looking for information about your company online, which is why it’s so important to build a strong online presence in many different locations and outlets.
Categorized in: B2B SEO Marketing
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