SEO and Internet Marketing for Industrial Services and Products

SEO and Internet Marketing for Industrial Services and Products

Business to Business sales can be a difficult task as many firms use purchasing agents or internal purchasing offices to handle buying of goods and services. Sales people in specialized industries rely on relationships built over many years to be successful in some of these industries. But do purchasing officers use the internet to search for goods and services? The answer is that perhaps they do, but they need a reason to deviate from past behaviors and reliance upon established relationships to look to the internet and search engines for product and service information.

Understanding the reason a purchasing agent might look on the internet for information is then the key to success in marketing to purchasing officers. What information needs to purchasing officers have? Typically, updates to pricing information and product and service enhancements are among the types of questions purchasers ask. Positioning a web page to provide these answers can then the proverbial ‘foot in the door’ for companies seeking to make inroads to customers where they may not have established sales relationships.

The internet and the search engines are primarily research tools. Information about products and services can be found quickly, so purchasers in a hurry use the search engines to identify pages that provide answers to their questions. Development of effective web pages that can help market business-to-business goods and services, even to businesses that use purchasing offices and procedures requires some planning. There are three main elements to a web page  to compete online for this type of traffic.

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