Business to business (B2B) brands often assume they don’t need a website because they’re talking to a very specific audience. But Google’s study on B2B buyers’ online habits prove otherwise. The most successful B2B companies have a strong online presence.
1. B2B Buyers are millennials
The Google report found that nearly 50% of B2B buyers are millennials, who are tech-savvy and expect the same kind of accessible information and convenient purchasing they have seen in consumer websites.
2. B2B Buyers do online research
Ninety percent of B2B buyers use online search for their business purchases, and will conduct an average of 12 online searches before contacting a specific brand. They compare catalogues, prices and delivery systems, and read case studies and portfolios. If they can’t find you online, you won’t make their shortlist.
3. B2B Buyers prefer websites to salespersons
According to Forrester, 59% prefer doing initial research on the web instead of contacting a sales representative right away. They feel that reps tend to hammer down a sales agenda when they’re only looking for information.
But once they’ve become familiar with your product or service, they will make a call – and by then, they have a clearer idea of what they want and more open to hearing what your sales rep has to say.
4. B2B websites increase leads and speed of conversion
According to McKinsey reports, B2B websites led to a 20% increase in leads and 10% growth in new customers. It also took 20% less time to close a deal on a qualifying lead.
5. B2B Buyers search on their mobile phones
Factor this into your ecommerce website design: 49% of B2B buyers and researchers will check websites on their mobile devices. If you’re not mobile-optimized, you risk losing their attention and your credibility.
6. B2B blogs increase traffic by 300%
Invest in those blogs. According to Hubspot data, blogging 11 times a month triples your traffic from what you’d get if you only blogged once a month.
7. B2B Buyers seek industry thought leaders
Pair a strong ecommerce website design with social media marketing. Post blogs on LinkedIn (80% of B2B leads come from here) and share your insights on your industry on Twitter and Instagram. You may have a smaller audience, but they’re eager to hear what you have to say: 96% of B2B buyers wish they had more content from industry thought leaders, and 55% say they look for vendors on social media.
8. B2B websites increase sales by 30%
Companies who intensified their digital marketing and invested in good ecommerce website design saw a 10% to 30% increase in sales.
9. B2B Buyers are 70% more likely to buy from companies with multi-channel presence
In a global study published in the industry report The Future of Commerce, 80% of B2B buyers go to websites to find well-detailed product information, and 75% would buy again from a company that has both a website, digital marketing, and a traditional salesforce. For them, a supplier who has omnichannel presence is more credible, modern and easy to work with.