Hi, Emily here!
I’ve come across some interesting stats on Ben Brausen’s blog this week about the subtle differences between the habits of B2B customers versus B2C customers when it comes to online content and buying trends, and they might surprise you!
The study, by Blue Nile Research surveyed internet consumer habits, focusing on what exactly compels the two markets to buy. Overall they found that for both types, data and statistics are the type of content which makes them more likely to buy. B2C still prefer blogging and written content in their purchasing process, whereas only 18% of B2B would click through to blogs – compared to B2C at 30%.
Overall we can see that the content which increases sales is visually led content – infographics, images, videos (with B2B preferring video content in comparison to B2C) which present the information in an easily digestible format.
Source: Blue Nile Research, 2015
Here are some ways you can integrate these findings into your content marketing strategy!
Make sure your higher level funnel content is:
• Visually led
• Most importantly, make sure it FOLLOWS THROUGH!
There’s no point making an intriguing link if the article is boring. Further down the funnel is where you would place the content that continues to influence both B2B and B2C – the facts and figures, which overtook the other content types.
46% B2B and 45% B2C stated content containing data and statistics as the pull to buy.
If your content is usually images, then this would work well. Consider integrating these figures into a more visual format, like infographics. If you are posting more blogs in your marketing towards B2B, you might be better off expending you energy elsewhere, for example in videos and short, informative vlogs. This way, you won’t be completely revamping your content from scratch, instead making it available in an easily digestible format and increasing the chance of conversion from your B2B customers.
18% of B2Bs surveyed said they were more likely to click on videos, compared to 11% of B2C.
While this difference may not be huge, it’s worth thinking about if you sell to either or both of these markets. At the end of the day, content is the most important element of your strategy, and this should take some time! So don’t waste opportunities by placing your awesome stuff in the wrong place for your target market.
It goes to show that reach is only one element of you social marketing process – what’s more is that we may be overestimating the social side of things. Facts, figures and cold hard data are still crucial to include in the lower levels of the sales funnel if you want to see conversion rates increase!
Obviously all the nurturing and engagement which you foster with your customers online and offline is super important and that’s not going to change.
In fact 20% of B2B consumers still use social media as a part of their buying process (link to past blog). Topping all of the channels for pre-purchase research is the good old Google search with 82% of B2B and B2C using this method. Keep in mind your SEOs and keep content sparkling on your website. What you don’t want to overlook is the quality of your content – or all your hard work would be for nothing!
Also, if you’ve not got your social strategy figured out yet, then make sure you check out Sam’s FREE report on What To Say On Social Media and get it in place for 2016.
Do these statistics surprise you? Will you be reconsidering how your target audience are journeying through your funnels? Let me know!