Integrated Interactive for B2B Companies
Posted by fusionbox on Jan. 25, 2010, 5 p.m.
A big part of Fusionbox's focus is on developing Integrated Interactive strategies for Denver-based and national B2B companies. Integrated Digital means developing a long-term partnership with our clients to develop a plan that combines usability, web design, web development, SEO, internet marketing, social media, lead generation, and analytics. All parts of the plan work together in a consistent and symbiotic manner to grow our clients' businesses by increasing brand awareness, purchases, and leads.
SEO is particularly important for B2B Companies even though it is a market that is largely ignored. According to a research study done by Enquiro Research, 55% of B2B purchases happen online. That means that B2B purchasers are searching for products and services online and actually using ecommerce to buy online.
Nearly 75% of users clicked on organic B2B results over sponsored results. For B2B companies who offer online purchasing, it's critical that they fully engage in an SEO program. And, once the target finds your site on a search engine, you must present a site that generates conversions.
In order to generate conversions, the site must present several ways for potential buyers to find the products or services they are looking for. Sites should integrated traditional navigation, search, breadcrumb trails, and tagging systems. And, once users find what they are looking for, information on features and pricing need to be readily available. The addition of rating and commenting systems to a B2B ecommerce program is a strong influencer on the purchase decision. Buyers trust other users' reviews over any kind of internal promotion or advertisement.
Finally, the purchasing process must be quick, easy and secure. Many sites make the error of including links during the ecommerce purchase process. In order to increase conversions, sites should not link to other pages with information for returns. Once the user clicks out of the purchasing process, there is a risk that they never come back and you use the sale.
We'll be posting more information about the results of this B2B study, and if you have any questions for us, please contact Fusionbox.