This article was first published May 2, 2008 on the Tatum Marketing blog
Yesterday I wrote about the 8 things that technology buyers don’t want to see on your website. Today’s article answers the obvious question. “Okay, so what DO they want to see?”
The oft-quoted (by me) Enquiro Research’s Business to Business Survey 2007 asked participants to rank website factors on a scale of 1 to 7 based on their importance in influencing the buying decision. Here are the factors in order of importance:
- Clear and easily found pricing information
- Product information in a straightforward text based format
- Downloadable product information
- Information about the company’s approach to customer service
- Technology papers
- Case studies
- General information about the company
- Knowledge bases
- Downloadable whitepapers
- Multi-media presentations
- Online chat functions
Similar research by MarketingSherpa as well as my own personal experience with our clients’ sites support these findings.
What message does this list have for technology marketers?
Focus first on providing extensive, clear product information in simple text format. Until you have that right, webinars, videos and podcasts and such are unlikely to do much good.
Rich media and so-called Web 2.0 tactics still fall way down the list in terms of affect on the buying decision. Should you avoid them? No. Just get the other stuff right first.