Buyer Behaviour has changed – for the Professional Service Sector
Back in 2013, Retailing Today revealed that 81% of consumers reached for their computers or phones to research a product and spent an average of 79 days gathering information before making a major purchase. Whether that’s Googling before going to a specific retailer’s website (60%) or looking at product or user reviews (61%) and many visited as many as 3 online stores before actually entering their credit card details.
And, in the 21st century, B2B buyers are no different to regular consumers – they turn to the internet to make an informed decision. According to the 2014 State of B2B Procurement study from the Acquity Group, 94 percent of business buyers do some form of online research:
- 77% use Google search
- 84.3% checked business websites
- 41% read user reviews
Two years on, think about your own purchasing behaviour… Very little has changed and, if anything, that percentage is probably going to be even higher with more Millenials being promoted and becoming decision makers in their business lives.
Are you targeting EVERYONE and appealing to NO ONE?
It’s a mistake that we see and hear so often as we talk to business owners. We ask: “Who is your ideal customer?” They answer: “Everyone!”
If you try to market to everyone, you end up with a generic campaign that actually doesn’t speak to anyone in particular. People engage with advertising because it speaks to something that is troubling them personally. Not everyone has the same reason for wanting to make a purchase. Imagine someone tells you that they want to buy a car. Unless you ask them what they want to use the vehicle for, you could try to sell a micro car to a farmer and a van to a pensioner who only wants to get to the supermarket and back.
Why does your ideal customer need your product or service? If doesn’t matter whether you are selling B2B or B2C, if you are not talking about that problem on your website, then why would Google show your website pages to someone who is searching for more information about solutions to that problem?
Is your website a static brochure or a dynamic sales tool?
Let’s say you have some lovely brochures made that outline what your business is about. You make sure they’re properly designed and printed by a professional so they look lovely.
You wouldn’t just leave them in the box in a corner under the table. You’ve got to get them in front of the right people.
A website is like that. You can pay for the latest design and get great persuasive copy written. But without SEO, the right promotion and a well thought out plan for converting visitors into leads, you won’t get much from that website
It’s like leaving your brochures in the box.
Your website needs to be attracting the right people who are most likely to buy your product. So it should be shouting about all the problems your product/service can solve. That way Google knows how to match your solution to the pain her users are researching.
When these qualified visitors arrive on your website, it must be easy for them to find the information they need – how it works, how to contact you for more info or how to buy.
If you want:
- more visitors
- more enquiries
- more sales
- more repeat customers