When we’re working with Business to Business companies, we think about site conversions differently. While the goal is to generate sales for the items our client manufactures, our B2B clients are selling to the seller of their goods, rather than the end user. As their agency, our job is to help them generate interest and measure the effectiveness of their marketing. We use a few tactics to achieve this effectiveness.

Exit Links

Watching the traffic on your site and how it leaves you can be extremely telling.  If the volume of exit links is disproportionate to your sales experience in any way, you should dig to better understand why that’s happening. It could be a sign of shifting consumer sentiment around one of your retailers, or evidence of pricing inconsistencies. Whatever the reason, take action to fully understand.

Keyword Research

Search is not a “set it and forget it” campaign option. With the shift from traditional to voice search, changes in the search space are changing more rapidly than ever. Just performing a brainstorming exercise around what alternate words could be used to describe the same product can make all the difference. In the case study below, our client bid on keywords that the industry used to describe a product. With 10 minutes of research, we discovered an alternative that better reflected how the public searched for those goods—at 3 times the search volume.

Optimizations

Tap the breaks periodically to determine if your spend is generating the sales you require in a given area. If you track product types separately, this will be a simple task.  One of our clients made changes to their manufacturing plans based on the ability to convert certain categories.

How 10 Minutes Of Research Changed Manufacturer’s Product Offerings

Where did your last brilliant business idea come from? Was it an aha moment, an epiphany … or was
it from something you read or saw that sparked your idea?

Our Lawn and Garden client had been selling trellises online and in big box retail locations. These
products performed satisfactorily in those retail locations, and the search volume around these
items supported those sales.

But what about similar products? How do they compare? With a quick review of the search volumes
for “lattice,” we quickly discovered that the combined search quantities were three times that of
“trellis.”

Our client had both the materials and the capabilities already in place to manufacture this product.
With upcoming annual sales meetings, our client used our market research and data to help bolster
their pitch for adding lattices to the repertoire of products carried by retailers and distributors. The
jury is still out on the final outcome, but it is a shining example of how sales and marketing can align
to drive strategy and key decisions.