Does your web strategy leave you behind the competition?
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Does Your Web Strategy Leave You Behind the Competition?
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Transcript of Does your web strategy leave you behind the competition?
Does Your Web Strategy Leave You Behind the Competition?
Planning a Vacation
Or Shopping for a Product
Consumers Research the Web to Formulate Purchasing Decisions
It’s Not Just Consumers That Research On-line
So Do B2B Buyers
If You Aren’t Informing, Engaging and Converting Visitors…
Then Your Web Strategy Needs An Overhaul
Here’s Why…
1. Internet Search Impacts Decision Making!
2. Websites Strongly Influence Company Credibility!
3. Buyers Determine When to Engage with a Seller
B2B Purchasing Today
❖ 81% of B2B purchase decisions start with search!
❖ 89% of buyers use search when making a purchase decision
Internet Search Impacts Decision Making
Internet Search Impacts Decision Making
❖ Blogs !
❖ Social Media!
❖ LinkedIn Most Popular for B2B !
❖ Youtube, Instagram and Other Video and Image Centric Sites
Buyers Obtain Information From Various Sources
Internet Search ImpactsDecision Making
❖ Mobile !
❖ Local
Search Trends
The Proliferation of Mobile Devices Increases the Importance of Mobile and Local Search Strategies
Buyers Judge You By Your Website
46% Consider it the Most Important Criterion
In Determining Company Credibility
Buyers Judge You By Your Website
❖ Design!
❖ Organization!
❖ Content
Buyers Judge You By Your Website
❖ Responsive!
❖ Simplicity!
❖ Images
Design
Buyers Judge You By Your Website
!
❖ Vernacular!
❖ Navigation
Organization❖ Site Goals Match
Audience Goals!
Buyers Judge You By Your Website
❖ Relevant!
❖ Fresh!
❖ Frequent
Content
The Buyer Controls the Relationship
Before a Buyer Contacts a Seller
57% of a Purchase Decision
Has Already Been Formed!
The Buyer Controls the Relationship
❖ Content that Coincides with Purchasing Phase!
❖ Utilize Inbound Marketing Tools!
❖ Customers not just Prospects
Provide Information That Targets Audience Needs
The Buyer Controls the Relationship
❖ Awareness!
❖ Interest!
❖ Relevance!
❖ Validation
Develop Content that Coincides with Purchasing Phase
The Buyer Controls the Relationship
❖ Search Engine Optimization!
❖ Email!
❖ Social Media!
❖ CRM
Utilize Inbound Marketing Tools
The Buyer Controls the Relationship
❖ Customers Don’t Remember Everything You Do !
❖ Need Information When They Need Information
Customers, Not Just Prospects
Does Your Web Strategy Leave You Behind the Competition?
❖ By 2020 it’s estimated that 85% of a purchasing transaction will take place online!
❖ The desire for self serve is increasing!
❖ Advancement in consumer sites increase expectations for B2B sites
Develop Your Web Strategy
❖ Define Your Goals !
❖ Make the Commitment!
❖ Conduct the Research!
❖ Execute Your Plan
