B2B buyers doing pre-purchase research online might not be on your radar yet, but they’re definitely out there. They’re tapping away on keyboards just out of view, over the horizon. They’re swapping ideas on social media sites like Twitter and Facebook. Of course, they’re also looking for information on Google. About 85% of B2B purchases begin that way.
What do your prospects want to know right now? Knowing the answer to that question will increase your understanding of your potential customers and their purchase triggers. Being ‘in the know’ can guide you as you add resources to your website, packing it with the sort of timely, useful and relevant information your prospects care about most. It can also be a huge advantage for your sales team.
Turning your site into a value-packed ‘knowledge node’ on the web will elevate your company above competitors who have set up static ‘brochure nodes’. You’ve seen plenty of those. A brochure node is a website which contains information about the product or service being sold, but nothing else. Companies whose websites are brochure nodes make no effort to add fresh content about the things that prospects are actually searching for. Whatever you do, don’t be one of those companies.
Transforming your B2B website into a knowledge-node can drive your business in three ways:
1. Knowledge nodes attract prospects. There are people searching on Google right now for something you know. Bringing your B2B website into alignment with real-time search behavior makes it more likely that prospects will find your business online. If you’re a B2B marketer, it’s up to you to discover who those people are and what they want to know. It’s not that difficult. You can use web analytics tools to track their search behavior in real time.
2. Knowledge nodes educate. When your prospects are ‘in the know’, your sales team doesn’t have to waste time educating them. Instead, salespeople can focus on what they love to do: selling.
3. Knowledge nodes build relationships. Consistently sharing useful knowledge on the web builds authority, trust and a positive reputation for your company. Freely giving would-be customers what they want to know by transforming your B2B website into a knowledge node makes prospects more likely to buy what you’re selling.
Take a look at your website. Is it a brochure node? Or is it a knowledge node?
Knowledge Node and Links Directory