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08.11.05
B2B Or Not B2B, That’s An Easy Question
 By David Utter
It's great to get customers, but it's even better to get business customers. Mike
McDonald of WebProNews took in a morning SES 2005 session on Business To Business
Tactics.
How have you targeted the business market? Has it
been easier or harder to get conversions in B2B? We
want to know your opinions, so post them on WebProWorld.
Those business customers out there offer a lot of benefit for a site: higher value
orders, more frequent orders, and if treated well, a source of referrals for your
business. The Business To Business Tactics session in San Jose attempted to address
that market.
Paul Slack, CEO of WebDex, discussed the sales
cycle. He lists five steps for that:
1. Uncover need -- Always on the client's side.
2. Then they look for possible solutions (check trade publications, do queries,
etc.)
3. Create a short list of vendors
4. Go to bid
5. Make a decision
The target, Slack says, should be the potential customer who is between steps
two and three. Search engine marketing needs to focus on them.
Slack sees two types of players in a business that use search engines, and use
them differently. The influencer starts working early in the process. "Influencers
are the ideal opportunity for you to generate a sales opportunity," says Slack.
Influencers search problematically. They will use longer keyphrases, which helps
you with organic listings since it's easier to get ranked well for them.
Focus on how you make their job easier. They aren't the decision makers; give
them things to take to their boss.
Those decision makers become the second player in the process. While the influencer
seeks information, the decision maker seeks validation. They don't want to make
a decision that hurts them long-term.
To that end, establish what keywords and landing pages will emphasize your credibility.
Purchase terms in PPC that will result in SERPS with other well-known competitors
- especially if you aren't a top result among the major players or big names.
"Websites dont exist for their own sake, but to fulfil a specific purpose and
to satisfy a specific consumer need," Slack said.
Karen Breen Vogel, CEO of ClearGauge,
said: "The important thing to do is focus on the entire buying cycle. The Internet
is a buyer medium, not a seller medium."
The goal is to build a relationship, and not be heavily focused on the immediate
sale. In targeting those relationships through major search engines and vertical
search portals, you should be measuring the degree to which the relationship has
been established.
Keyword buys should then focus on the business buying cycle and on roles, like
the previously mentioned influencer and decision maker. Build messages and offers
tailored to those roles.
Landing pages should offer options; don't make assumptions about the visitor or
limit their options when they arrive. Give them chances to perform tasks like
registering for information or downloads, both measurable activities. Track every
step in the sales cycle and be sure to show ROI for those steps.
Vogel emphasizes that ad buyers should utilize negative keywords, to keep ads
from being displayed when searches including certain words have been performed
and would normally display the ad.
In your site, offer problem pages as well as solution pages. Sometimes, B2B users
search for a problem instead of a solution when searching online. Too much of
a solution focus with SEM could miss those customers.
B2B customers are educating themselves on trends, identifying solutions, and locating
providers. SEM can help a site show it is part of a trend toward helping a given
group of B2B customers.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
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