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BizReport : Blogs & Content archives : April 15, 2015


Blogs, social media not as important to B2B buying process as marketers assume

How much of an impact do social media and blogs have on the B2B buying cycle? Not much, according to a new report from KoMarketing.

by Helen Leggatt

A survey among B2B buyers reveals that the impact of blogs and social media on the B2B buying cycle is not as significant as marketers might think.

In terms of establishing a vendor's credibility, 36% of buyers said blogs were not important and 35% said the same of social media. In fact, 34% of buyers said they did not use blogs to help them in their vendor discovery process and 38% did not use social media.

What buyers are looking for is comprehensive information that will enable them to move forward in their purchase process. However, many buyers find that the information they want is not available. There is one element in particular that will adversely affect a buyer's decision to use a vendor - the lack of thorough contact information on a website. Not only will the lack of this information drive 44% of buyers to leave a vendor's website but it also reduces the credibility of the vendor among 54% of buyers.

KoMarketing's '2015 B2B Web Usability Report', created with the help of Dianna Huff of Huff Industrial Marketing, found that the various types of content buyers believe are most lacking on vendor websites include thorough contact information (51%), followed by a client list (37%), research reports (35%), case studies (34%), testimonials (31%), white papers (30%) and 'about' info / team bios (29%).

"This year, we developed questions to help us understand what role blogs and social media play through the entire buyer journey," says Derek Edmond, Managing Partner for KoMarketing. "We were concerned that, with last year's survey, we were ignoring how buyers find vendor websites. We believed blogs and social media do play a role in the discovery process. While this is true to some extent, what we've learned is that marketers need to integrate other channels into their marketing strategy. Otherwise, vendors will miss a wide range of opportunity if they rely solely on a blog or social media to deliver inquiries."






Image via Shutterstock

Tags: B2B marketing, blog, content and blogs, social media, vendor








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