Do you know how many touches, on average, a lead interacts with your company before deciding to purchase your product or hire your service?
O Eric Klein spoke a little about this topic, which is extremely important for those who deal with the B2B market. You can listen to this episode on our podcast:
Our CEO points out that, on average, 11 points of contact are involved in B2B negotiations, which can reach up to 20 in some cases. Before interacting with the website, a B2B buyer does about 12 Google searches. Also, they read more than 10 our on the internet before making a decision.
All this data brings us a very important insight: we need to expand digital presence. Especially if your company operates in the B2B market.
Expand your digital presence
The idea is to expand the digital presence so that the B2B decision-making lead can find your company when looking for your product or service.
So let's go! Pay close attention to your website, it needs to be updated often. It's not just building an institutional page, it's thinking about your potential customers before building that site. If you already have a website, look out for these questions:
- Does my site answer questions from my key decision-makers?
- Does my site share content suitable for the verticals I serve?
- Does my company blog have content targeted to my target audience?
- Does my content help my future client solve their pain and improve their processes?
- Since before the B2B user makes a decision he searches on Google, will the content of your website or your company appear through search engines?
In short, you need to think about the customer journey and create targeted content for your decision makers.
It is extremely important to arrange your website so that it appears on Google:
- Use SEO techniques
- Solve the structural part of your website so that it ranks
- Work on a medium to long-term SEO strategy to increase your site's visibility
- Use keywords that respond to that B2B user's internet searches.
Since the user comes into contact with several points before making a decision, if he is a B2B lead, also invest in his presence on LinkedIn. In the same way that the B2B lead searches for information on the internet, on Google and on a company's website, they also consult information on LinkedIn.
Impact Strategies
You must create a strategy that can impact your decision maker throughout the journey from him. In a B2B marketplace purchase, there is usually a longer journey. So we need to use a multichannel strategy, that is, we need to create sponsored campaigns on Google Ads, sponsored campaigns on LinkedIn Ads and other digital channels.
Create strategies for remarketing it is essential for us to be able to close the siege of this user. In addition, in Amplifica Digital we had some cases in which we interviewed clients who use the strategy of constantly disseminating content within the YouTube to facilitate the decision of the B2B user.
We reinforce that, when we think about the journey of a user or a decision maker in the B2B market, we need to create a multichannel strategy. This multi-channel strategy will help reach this audience across different channels. Therefore, keep the website, social networks and LinkedIn always up to date, in addition to maintaining a targeted content strategy. Have a whole apparatus to facilitate the search for this decision maker so that at the time of purchase he considers your product/solution.
Last but not least, work with success cases. Having a section of cases from different verticals on your website shows that your company is prepared for your lead's challenge. Give as much information as possible so that your audience can find and consider your company at the time of purchase.
This is just a summary of that chat. So you don't miss any details, listen to the episode on our podcast.
