What are Business Searchers Looking For?

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During the entire research and buying process, buyers are using various search engines. Because of this, many B2B marketers use search engine marketing to generate leads, engage prospects, and build brand awareness in a cost effective manner. When talking about B2B lead generation, potential clients usually must fill out a mandatory registration form in exchange for what?

The value vs. hassle equation

Providing potential buyers with the correct asset is a vital part of a thriving search marketing program. To offer something of value, marketers must understand what their potential clients are looking for. Even more important is the fact that the time, risk, and effort must not exceed the value of filling out the form.

I’m sure you have personally experienced a situation where this isn’t the case. Have you ever been required to fill out an extensive registration form in order to receive access to something simple, such as a marketing brochure? I bet you bailed before you hit the download button! To increase website conversion rates the value of what’s offered must justify the effort required.

What are business buyers looking for?

So, what do business buyers want when they go online? In a Business to Business survey done by Marketing Sherpa and Enquiro, buyers are mainly looking for:

Pricing options
Information on Products
Evaluations and comparisons

B2B marketers should:

Assess your site
Evaluate your search ads and landing pages

More importantly, B2B marketers should review their assets and information provided behind their registration forms. Is the information provided what the prospects are looking for?

Sharing pricing information online

Most Business to Business firms do not show their pricing options online. This practice is even more common with companies that sell complex, high consideration, expensive products and services. Even so, don’t ignore prospects’ needs altogether. Ask yourself: What information can we share? Ideas include:

A summarization of your company’s pricing methods
Basic information about product and/or service offerings and possible price ranges
Charts comparing your pricing against your competition

As prospects analyze options and assess vendors, they are looking for any form of helpful information, especially when it is related to pricing.

Value varies by phase

What potential buyers find as valuable information greatly depends on what phase of the buying process they are in.

In the early (awareness) phase, buyers are looking for insightful, educational information. Industry research, emerging market trends, and market overviews are very helpful downloadable assets.

When buyers transition into the comparison and research phases, they evaluate alternatives and formalize their needs. In this phase, assets that are considered valuable may include comparison charts, buyer guides, technical specifications, and features and functionality.

In the final negotiation and purchase phase many buyers are evaluating individual choices and analyzing consequences and risks. At this point, purchase check-lists, pricing information, and service agreements are useful.

What?! You’re going to contact me?

These potential buyers are not as uninformed as you may think. A study conducted by Google and TechTarget determined that buyers are aware that they will more than likely be contacted if they provide a company with their contact information.

25% of online registrants expect to be contacted by a sales person via email
14% of online registrants expect a sales call via telephone.

What makes this important? All search marketing experts must make sure that the value what is being offered out-weighs any annoyance or the possible sales contact. Searchers will be thinking, “Is this white paper worth a sales call?”

Think like your customer

To make your B2B search program successful, you must determine your prospects’ needs and provide them with the correct forms of information. Be sure that you are able to provide valuable information to any potential buyer regardless of their phase in the buying process, and keep the complexity of your registration forms reasonable based on the perceived value of the given asset.

If you think like your customers, you will have an easier time aligning your search marketing program with a customer’s needs.

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