Business to business transactions differ from other consumer transactions because the decisions require coordination between a number of different personnel before the final or actual transaction is carried out. Therefore, the process requires a period of time between researching the product and placing the order. It is not a snap decision, but an ongoing one.
A study was done by Enquiro on "The Role of Search in Business to Business Buying Decisions”. Approximately 1500 participants responding to a 40-question survey, was validated with pre-testing before implementation. When participants were asked to indicate how they would go about making a business to business purchase, 93.2% said they would research the purchase online.
When asked if they would use a search engine at some point in this task, 95.5% of participants indicated that they would.
When asked where they would start their search for information, 63.9% of participants chose a search engine over consumer review sites, e-commerce sites, manufacturer’s sites, and industry portals.
When taking budget into consideration, manufacturer’s sites and industry portals were the chosen starting place as budgets increased. However, 86.9% of participants said they would visit a search engine after visiting those sites.
The study was also rich with too many details to cover in this post, but here are some important conclusions:
Search engines play a dominant role in business to business purchases.
Search engines are utilized in the early or mid-research phase of the buying cycle.
Google is favored over other search engines.
Search engine research takes place at least one to two months before the buying decision.
Good balance between organic and paid search is necessary. Organic SEO gets over 70% of clicks.
Position is a factor, with over 60% clicking on the top 3 listings.
Most users decide which listing to click on in seconds upon scanning the page.
With all this qualified traffic originating from search engines, it is more important than ever for business to business marketers, wholesalers, and business to business exchanges to ensure their Web sites are correctly optimized for good position in search results. There is also great value in SEO/SEM as a user-friendly marketing tool.
Search engine traffic is very highly targeted. That's because potential buyers who find your business to business offerings through search engines are looking for your products and services on their own, so they are predisposed to hear your marketing message. You will not find a more qualified prospect than that. What makes search engine marketing different than other types of advertising is that it's non-intrusive and also because it is voluntary.
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תגיות: Enquiro · Google · Organic SEO · SEM ניתן להגיב
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