I read a great article on Digital Body Language last week. I’ve never heard this term before but gauging the behaviours of your customers and prospects has been around for a long time. Tone of voice, eye contact, choice of wording and, well, body language, have always been a great help to determine how our sales pitches are going.
As we all spend more time online, we increasingly look at available statistics to help us see what potential consumers are doing and how we can interpret that to translate into sales. Using website traffic numbers, understanding the pages that are attracting visitors, the links they’re clicking on, what they’re downloading and more – this is digital body language.
The importance of spending the time analyzing this can’t be overestimated when you factor in these stats:
- 87% of B2B buyers said online content has either a major or moderate impact on their selection of supplier
- 57% of purchase decisions are made before talking to suppliers.
You read that second one correctly, over half of the people surveyed have made up their mind before they contact you!
So now is a good time to reflect – what are your prospects finding when they search online for a service you provide? What are you putting out there that is replacing (or complementing) the work of your sales team?
When so many purchasing decisions are made from online research, are your potential customers finding a staid (and frankly boring) online brochure that lists your services and tells them what you think is most important and shows off your best side? Or does it identify pain points, answer commonly asked questions and solve problems as well as showcase your organisation’s personality, strengths and competitiveness?
Now that you’ve figured that out, can potential consumers find it? How are you making sure you’re found online? Organic SEO? Search Engine Marketing? Are you promoting it? Where? How? When?
And then importantly, can you track who reads it? What happens then? What’s the next step to follow up and keep your brand in their consciousness?
It’s worth mapping this out – as important as training your sales team on how to fill and manage their pipeline to keep prospects and customers flowing.
The article also gave out some tips on where B2B buyers are finding the most valuable content which I’ve listed below. Do any of these feature in your marketing planning?
Industry organisations and groups – 47%
Trade publications (online) – 46%
Seminars and workshops – 41%
Trade shows – 35%
If you need help with reflecting and planning for your online content, please don’t hesitate to give me a shout. I’d love to help you get it right.