B2B STRATEGY
When a company buys products or services from another company (B2B), the sales process is very different from when it is done by a final consumer (B2C).
The differences between the two types of clients, whether companies or end consumers, can be seen in characteristics such as the time taken to make the decision, the number of people involved, the price of the transactions, etc.
B2B purchases are often much riskier, and are therefore often subject to complex, often bureaucratic processes that seek objectivity and ensure the suitability of investments.
When a company buys products or services from another company (B2B), the sales process is very different from when it is done by a final consumer (B2C).
The differences between the two types of clients, whether companies or end consumers, can be seen in characteristics such as the time taken to make the decision, the number of people involved, the price of the transactions, etc.
B2B purchases are often much riskier, and are therefore often subject to complex, often bureaucratic processes that seek objectivity and ensure the suitability of investments.
The B2B purchasing process
The B2B customer is a rational agent. Their purchasing decisions have a significant impact on their business. Therefore, they try to maximize the effectiveness of their investments, and to ensure greater security, they tend to compare options, consider the pros and cons, and seek to establish long-lasting relationships of trust.
Furthermore, their purchasing decisions impact more people, so they're likely to have advisors and their decision will need to be approved by third parties.
For these reasons, there is no such thing as impulse selling, and the decision-making process is much longer than that of a B2C customer.
The decision-maker is forced to justify his purchase. He needs solid arguments and comparative information on the advantages and disadvantages of different suppliers. He often seeks long-term suppliers that provide security and trust, in order to guarantee a stable and reliable supply of products and services.
We're dealing with an expert client, with extensive knowledge in their field. They need technical information, guarantees, quality, and advice.
These clients can be extremely valuable. They can manage large amounts of capital, become strategic partners, and the relationship can last a very long time. Therefore, it's especially important to nurture our relationship with them, as it will allow us to build loyalty and even encourage them to recommend us to third parties.
The B2B purchasing process
The B2B customer is a rational agent. Their purchasing decisions have a significant impact on their business. Therefore, they try to maximize the effectiveness of their investments, and to ensure greater security, they tend to compare options, consider the pros and cons, and seek to establish long-lasting relationships of trust.
Furthermore, their purchasing decisions impact more people, so they're likely to have advisors and their decision will need to be approved by third parties.
For these reasons, there is no such thing as impulse selling, and the decision-making process is much longer than that of a B2C customer.
The decision-maker is forced to justify his purchase. He needs solid arguments and comparative information on the advantages and disadvantages of different suppliers. He often seeks long-term suppliers that provide security and trust, in order to guarantee a stable and reliable supply of products and services.
We're dealing with an expert client, with extensive knowledge in their field. They need technical information, guarantees, quality, and advice.
These clients can be extremely valuable. They can manage large amounts of capital, become strategic partners, and the relationship can last a very long time. Therefore, it's especially important to nurture our relationship with them, as it will allow us to build loyalty and even encourage them to recommend us to third parties.
B2B SEO Strategy
SEO is a tool that will allow us to provide value to B2B customers at all stages of their relationship with our company.
In the early exploratory phases, we can provide them with general information about our sector.
During the consideration and purchasing phases, we'll provide comprehensive technical and sales information to help them decide. In the after-sales department, we can also provide information on how to resolve their issues or learn more about how to get the most out of our products.
SEO should be focused on helping the client as much as possible at every stage. This way, we can earn their trust. While they are informed and advised, they recognize that our brand has a deep understanding of the issue they're concerned about and we are helping them, fostering a positive perception of our brand.
Product information should highlight its benefits and include accurate information on pricing and technical features.
When comparing offers, customers will always trust and prefer brands that provide in-depth, detailed information over those that are brief in explaining their product features or those that engage in obscure practices that prevent customers from comparing different offers.
Complex sales processes
It should be noted that in B2B, a sale is rarely definitively closed on the website. Not the bigger deals. For this reason, SEO should be viewed as a system for generating brand value and capturing leads, not as a complete sales system. We can get potential customers to call us and visit us, but the final closing happens outside the website.
Due to online searches, we're seeing customers increasingly more informed about the closing process, and the salesperson's role must increasingly focus on resolving doubts and providing advice. Pushing customers with aggressive closings or bombarding them with limited-time offers are not recommended practices with B2B customers, who have more options than ever. If customers are helped to make the best possible decision for their business, we will gain their trust and our brand will be rewarded in the long run.
It's also worth noting that when conducting keyword research to analyze search engine demand for B2B requests, keywords with very low volume are generally found. However, this doesn't mean they're irrelevant or of little value.
In B2B, SEO ROI isn't measured by the margins generated by sales acquired through the website.
Capturing a single lead, even if it doesn't produce a significant financial return, can create a customer relationship that lasts for decades. Then, that satisfied customer can open up a whole network of contacts that generate lasting value for our company.
In B2B SEO, quality and strategic relevance are much more important than volume. For this reason, a thorough SEO audit, with emphasis on the qualitative aspect, is essential to properly guide the development of our positioning.
Complex sales processes
It's important to keep in mind that in B2B, a final sale rarely occurs online. For this reason, SEO should be viewed as a system for generating brand value and capturing leads, rather than as a complete sales process. We can get potential customers to call us and visit us, but the final closing happens offline.
Due to online searches, we're seeing customers increasingly more informed about the closing process, and the salesperson's role must increasingly focus on resolving doubts and providing advice. Pushing customers with aggressive closings or bombarding them with limited-time offers are not recommended practices with B2B customers, who have more options than ever. If customers are helped to make the best possible decision for their business, we will gain their trust and our brand will be rewarded in the long run.
It's also worth noting that when conducting keyword research to analyze search engine demand for B2B requests, keywords with very low volume are generally found. However, this doesn't mean they're irrelevant or of little value.
In B2B, the return on investment from SEO isn't measured by the margins generated by sales acquired through the website. Capturing a single lead, even if it doesn't produce a significant financial return, can generate a customer relationship that lasts for decades. Then, that satisfied customer can open up a whole network of contacts that generate lasting value for our company.
In B2B SEO, quality and strategic relevance are much more important than volume. For this reason, a thorough SEO audit, with emphasis on the qualitative aspect, is essential to properly guide the development of our positioning.
Do you need B2B SEO?
We are B2B SEO specialists and can help you make the right decisions so your business can take advantage of the opportunities available in search engines. We know that effective B2B SEO requires specific qualitative research, a field in which we are pioneers.
If you'd like to learn more about how our services work and how we can help you, please contact us. We'll answer any questions you may have and assess your situation without obligation.