How do your prospective B2B buyers and customers find your website? And where do they go for the online product information they need to make a purchasing decision? Whether they know you as a distributor or manufacturer, they may have to go somewhere else to get the information they need about your products. Even if they intend to buy from you, one of your competitors might be doing a better job of providing product content online—putting your longterm customer relationship at risk.

Online Product Content Needs Improvement

There’s a perception in B2B eCommerce that manufacturers lag behind—that their websites are antiquated and don’t provide the experience today’s B2B buyer look for. If you are a manufacturer and you haven’t addressed this issue yet, it’s time to up your game and make investments in product content.

Although reliance on a manufacturer’s website may be low at the beginning of the B2B buyer journey, the manufacturer’s website becomes more important as buyers move further into the research life cycle. Even if they don’t intend to buy directly from the manufacturer, many buyers visit the manufacturer’s website when researching the product. Similarly, when buyers plan to buy from a distributor or through another channel, they typically visit the manufacturer’s website to validate product information obtained from other sources. This extra step—willingly undertaken by buyers—indicates something essential the buyer needs to make a purchasing decision is missing from the distributor’s website.

Meet and Eventually Anticipate Buyer Needs

Even though their system of disseminating product information online may be perceived as lagging, the manufacturer is still seen as the trusted system of record when it comes to product information, especially if there’s any ambiguity during the buyer journey—such as part compatibility or accuracy of specs. With that in mind, it’s important manufacturers make product information readily available online, and continually make customer experience improvements to meet—and eventually anticipate—buyer needs.

Learn more about how and why improving your online product content means better business opportunities:

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