Base One recently released their Buyersphere 2012 survey exploring how B2B decision makers in Europe use social media tools and channels to refine their needs and identify suitable suppliers for major business purchases. The findings were rather surprising. Let's jump right in. First question; where do buyers get information? As you can see, web searches and word of mouth are the overwhelming favorites. This means your website had better be tidy, up to date and chock full of informative and/or educational content. I'd also suggest a generous helping of case studies and testimonials. In terms of usefulness in purchasing decisions B2B buyers rank online community sites 3rd, web searches 2nd and word of mouth 1st. Here again, your site plays a leading role; you have to pay attention to the way it engages your potential customers. What kind of information do B2B buyers use? Good question; here's what they said; the overwhelming majority of respondents used one or more of these. Note that your website WILL be visited and buyers expect high quality information that helps them make a decision. We suggest using a low key educational, informative approach as opposed to overwhelming your visitors with heavy handed sales tactics. In fact, this study reveals the lowest scores for influence were for ... wait for it ... advertising. The top three most influential were online community sites, in 3rd; web searches, in 2nd; and word of mouth in 1st place. Given what we've seen so far, it's not surprising; and things are changing more rapidly than many imagine, in terms of the sheer amount of content sought by buyers. Buyers want content more than ever and are increasingly likely to find you via search engine. You need to be sure your website up to the task. Does all this mean that Social Media is a waste of time and money? Not at all; findings clearly show 30 somethings use far more social media in their buying decisions than their older counterparts. Which means you ignore Social Media at your peril, as the shift is already underway. Baby boomers are retiring and the younger buyers are coming up ... fast. And just FYI, buyers tend to use Social Media as a direct link to individuals rather than to published information. Oh, and they contact your earlier in the process than previously believed. What this study reveals is online marketing via content is the way to reach B2B buyers. Your content must inform and educate, just as we've been saying all along; and your website is the best tool you've got for doing it. Word of mouth is also very important but I'd argue that beneficial word of mouth is the result of doing a good job for your customers; providing them with goods or services they require and getting customer service right ... as opposed to some cheesy whispering campaign thought up in the bowels of your marketing department. Take your success stories and render them in white papers, case studies, testimonials, video, text, infographic ... whatever ... then syndicate that content across the online universe. It's as simple ... and as difficult as that. You already know who your audience is and what you need to tell them. Now, you have to tell them your stories every day. Every week. Every month. Every year. That's how content marketing works. If you need advice or help; don't hesitate to contact us ... we'd love to talk with you. Meantime, if you have thoughts or comments please leave a note on the blog or drop an email to the address on the screen. Now get out and do something. ======

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