Sitting again with tED Magazine, this time to talk about your relationship with Google. Your customers are searching online – a considerable amount. Here’s why your customers’ searches are opportunities for you.
When we have a question, we’re not trying to recall from memory. We go to the search engines to get our answers. There’s no real difference in business… on average, B2B users do an average of 12 searches before they do a branded search. So in fact, Google is more important on the B2B side than it is on the retail side. Distributors have to be able to put their information, their content and their products online.
Your customers, guaranteed, say: we didn’t even know you sold that. Those customers still go to Google because they forgot you sold it. They go to Google and ask for those products. If you are found on those first couple pages, you have this opportunity – because you already have that relationship with the customer. It’s important to every distributor.
I think we’ve become a search driven culture, and frankly in businesses we’ve become search driven. When we have a question, we’re not trying to recall it from memory, we go to search engines to get our answers. There’s no real difference in business.
Google said in a research report from Think Google that on average B2B users do an average of 12 searches before they do a branded search. On the retail side it’s about 4. Google is actually more important on the B2B side than on the retail side. Distributors have to be able to put their information, content and products online.
You do not sell every product to every one of your customers. Customers come to you and say they didn’t even know you sold that. Even though you sell the product and you have a relationship with the customer, they’re still going to Google. They’re going to Google and asking about those products. If they see your site and you are found on those first couple pages, then you have such an opportunity to expand your product offering.
It’s important to every distributor, even you already have all the customers you need or if you’re trying to acquire new customers. Google still remains the main draw of driving traffic to your website – inside your customer base, or outside.