5 important Internet exploring factors in B2B web marketing Part One

Filed under: B2B

Professionals use the web more and more in their work. As can be read in this excellent presentation of the agency B2B, 74% of senior executives of Americans view the Internet as a source of information most useful.

The web has become a key component of B2B marketing mix. In B2B, where the sales cycle is longer and more complex, the Internet is a great tool to win new business clients. But the challenge is often much more robust than what you think! Therefore, I propose a detailed checklist of six key steps to take before embarking on the great adventure of e-business.

1 – Identify the people involved in the buying process of your products / services
One peculiarity of B2B marketing is that the decision is made collaboratively. Several people, diverse needs and expectations, are involved in decision-making.
Depending on the stages of buying cycles, people, and the intensity of Internet use vary: Busageweb process B2b Web marketing B2B: 5 important Internet exploring factors

To provide content on the web glue “exactly” the needs of each person involved in the buying process, you must first map the roles and expectations;

* Signatories (those who sign the check)
* Decision-makers (those who determine the supplier)
* Internal & external influencers (such as consultants or experts in-house)
* Users (the operational use the solution daily).

For each role, identify the information that is needed and how to persuade your reader, depending on the stage of purchase in which they operate.

2 – Analyze your competitors

Any marketer who knows and respects considering his competition. It is a fact. This is especially important on the internet since it is commonly accepted that it is always best to imitate what people know rather than trying to innovate at whatever cost. With this in mind that you must watch your competitors.

* What language do they use?
* What are the elements that they bring forward?
* Which keywords are they trying to position itself?

You can see nine questions that e-commerce site must be asked to analyze the competition for some ideas. All these information will help you determine how to position yourself against them. Also remember to put a Google Alert on competitors to follow to lose none of their relevance and their changes.

3 – Identify the sites where your target navigate throughout their purchasing process

One thing is certain: the Internet is increasingly used by professionals in their research! Google remains a hub of information for B2B customers who just discovered the world of your products / services. Whatever the sites visited by your prospects, be visible naturally on search engines is still very profitable.

But it’s not just Google in life … Often, professionals in addition to specialized information sources, depending on the investments they want to do … Do not forget to consider your post on blogs industry, and are likely to be viewed by your potential customers.

It is your responsibility to identify the sites where your target will learn, search, find, and eventually buy what your company offers.

For example;
* Buy AdWords highly qualified
* Notify you where your prospects discover their needs
* Contribute to the sites of influence, when your customers are going to find information
* Do not forget the marketplaces vertical and horizontal

The Content Via Internet

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