Posted on: 28 October 2015 By: TeamEuropages

White Paper The online B2B purchasing process

B2B buyers’ behaviour when searching for information has changed in recent years, and now embraces the Web and digital technologies. SMEs must respond to these changes and ensure that they are visible throughout the purchasing process by adopting an inbound marketing strategy. Here we recommend 4 main techniques, taken from a white paper just published by Europages in collaboration with the online marketing agency Kyto.

  1. Search engine visibility

Ensuring your company’s visibility on the major search engines is now unavoidable. To do so, the prerequisite is having a decent website, i.e. the cornerstone of your commercial development. Today, the minimum effort any self-respecting SME must make is to ensure it has a website, i.e. a digital business card for the enterprise. Your site must provide all the information needed by potential buyers at every phase in the purchasing process: catalogues, PDF product sheets, white papers, customer testimonials, video clips, etc. Identified, stored and indexed by search engines, this content will be delivered to buyers looking for specific information. In addition, your site must include an excellent landing page and forms that make it easy for visitors to establish contact with your company’s various departments.

For a B2B SME seeking to develop its international activity, the most effective way to proceed is to register with professional directories and marketplaces offering optimal natural referencing, with specialised teams that take care of the Search Engine Optimisation (SEO) process. This involves identifying the most suitable platforms based on your company’s goals and targets.

  1. Display advertising

Display advertising, i.e. the display of online advertising banners on websites visited by your potential buyers, is an effective method for reaching your prospects in a highly targeted manner. For the purpose of your display campaign, you must identify sites that deal with your products and solutions, sector-specific portals, professional directories, etc., then define your campaign’s objective: promoting a product, announcing an event, etc. Retargeting will subsequently boost your banner’s visibility by presenting it on other sites visited by Internet users who have browsed your site.

  1. Email marketing, an effective tool for B2B

Email marketing is a key B2B tool for developing your brand awareness, attracting prospects to your site and safeguarding the loyalty of your customers. In order to work well, it must adhere to certain criteria set out in the white paper. Bear in mind that it will be more effective with prospects if it comes from a partner known by the recipient (B2B buyers are inundated with requests, and sort them ruthlessly). Moreover, if your activity is international, the email must be written in the recipient’s native language for optimum impact.

  1. Social media platforms

B2B can no longer ignore social media platforms: for digital native B2B buyers, using social networks such as Facebook or LinkedIn and sharing information online among people with common interests is quite simply a way of life. B2B SMEs must recognise these new forms of behaviour and adapt accordingly by managing their digital identity on social media platforms.

To find out more, download our white paper entitled “The online B2B purchasing process. How buyers search online and how SMEs must respond.”

Download WhitePaper B2B purchasing process


9 Responses to “The online B2B purchasing process has changed: how SMBs must respond”

  1. website

    It is very important information here i am shear this piece full and latest version here you can install the dvd player simple.

  2. Patriot power greens

    If you’re incorporating green juices into your diet as a means of improving your overall health, blending — or pureeing — your vegetables into a smoothie with the help of low-sugar liquids, such as water, juice or milk, may be better options for you. With blending and pureeing, the fiber stays intact. This way, you’ll still receive the benefits of feeling fuller longer, which can keep you from consuming more calories in addition to those contained in your green juice.

  3. Bioleptin

    Some of the nutrients that certain superfoods contain include antioxidants, thought to ward off cancer; healthy fats, thought to prevent heart disease; fiber, thought to prevent diabetes and digestive problems; or phytochemicals, the chemicals in plants responsible for deep colors and smells, which can have numerous health benefits.
    Blueberries

  4. Hydralyft

    Kiwifruit also tops many a list of popular superfoods. Its benefits are similar, for the most part, to berries, melons, citrus fruit, apples and pears, all of which are high in vitamin C and rich in antioxidants. Kiwifruit is labeled a superfood perhaps because it contains a wider range of nutrients compared to some other fruits. A very small study published in 2011 in the Asia Pacific Journal of Clinical Nutrition suggested that consumption of kiwifruit (which also contains serotonin, a hormone that helps induce and maintain sleep) might promote a better night’s rest in people with sleep disorders.
    Quinoa

  5. Organifi red juice

    Beans and whole grains are standard additions to the superfood lists. Beans are a source of low-fat protein. Beans contain insoluble fiber, which lowers cholesterol; soluble fiber, which provides a longer feeling of fullness; and loads of vitamins and trace minerals largely absent in the typical American diet, such as manganese. Whole grains — named such because, unlike refined grains, they are not stripped of their nutrient-containing bran and germ during processing — have similar benefits to beans, though they don’t contain as much protein. Quinoa is not a grain, but it cooks up like one, and this too is a remarkable source of protein, vitamins, minerals, fiber and antioxidants.

  6. Organifi gold

    pNuts and seeds contain high levels of minerals and healthy fats. Although these are common additions on superfood lists, the downside is that they are high in calories. Portion control is key. Shelled nuts and seeds, in this regard, are ideal because they take time to crack open and slow you down. A quick handful of shelled nuts could contain more than 100 calories, according to Hyde. [Related: Reality Check: 5 Risks of Raw Vegan Diet]
    Kale

  7. Organifi complete protein

    Salmon, sardines, mackerel and certain other fatty fish are rich in omega-3 fatty acids, which are thought to lower the risk of heart disease and stroke. The benefits of eating fish may far outweigh the risk of harming your health from the mercury these fish contain, according to Harvard’s T.H. Chan School of Public Health. If you worry about the contaminants your fish dinner may contain, you can try eating lower down on the food chain. Certain fish, such as sharks, swordfish, king mackerel and tilefish, contain higher levels of mercury than smaller fish, like sardines, smelt, and anchovy.
    Pomegranate

Leave a Reply

Your email address will not be published.