In Part One, we discovered that you must provide something of value to searchers in exchange for personal contact information (i.e. sales leads). We found that value depends on where searchers are in the buying cycle, and explored early-stage value.
Here are tips for attracting later-stage searchers:
- Provide Reviews and Comparisons –As buyers move into the product research phase, they start to formalize their needs and evaluate alternatives with reviews and comparisons.
- Share Pricing Information – the Delicate Dance – Many B2B firms do not provide prices online, especially those selling complex, high-end products and services. But ask yourself: what can we share? Ideas include price ranges, pricing methodology, competitive comparison, etc. Prospects appreciate any helpful information – especially pricing-related insights – as they explore options and evaluate vendors.
- Minimize Risk – Negotiation Phase – In the negotiation and purchase phases, buyers are analyzing their specific choices, and evaluating risks and consequences. At this point, purchase check-lists, pricing information, and service agreements are useful.
- Think Like Your Customer - To ensure success, B2B search marketers must understand customers’ needs and give prospects exactly what they’re looking for online. Think like a customer! And then directly align your search marketing program with their needs.
- Give the People What They Want – Take a close look at the information and assets you’re offering behind your registration forms. Are you giving prospects what they’re actually looking for? Is your offering unique, compelling and truly valuable to customers?
So that’s it – employ these 10 tips (including the 5 tips in Part One) and you’ll improve your lead generation efforts — both in terms of quantity and quality of leads.
Contact SmartSearch Marketing for more information on how you can increase your web traffic, acquire more leads, and convert leads into customers and sales.
