The Winding Path to Purchase

One of the most interesting, and sometimes frustrating, things about modern marketing is the plethora of ways we can communicate with target audiences. Whether your business is B2B or B2C, you've probably noticed that as social media channels have evolved and mobile has become an integral part of our everyday lives, it keeps getting harder and harder to convert customers. 

Today's paths to purchase are more diverse than ever. When we review the Google Analytics for our clients here at Trivera, we are seeing the impact of several interesting internet use trends.

Here are three: 

  1. Mobile use. While mobile use has increased across the board for our websites, mobile site visits still do not convert as well as desktop site visits. That does not mean that people will not make purchases on a mobile device, it's more a reflection of the way we use our mobile devices. With the internet at our fingertips, people tend to search on impulse and in micro moments (link here). How many times have you done a quick search while waiting in a line or during a commercial? Expect your website traffic to go up on mobile, and work to ensure your mobile experience is as intuitive as possible. Make sure you understand differences between what people want and need when they visit your site on a mobile device vs. a desktop.
     
  2. Online Research. Google's studies (link) have shown that the average B2B buyer is 57% of the way down the sales funnel before they will perform an action on your website. And B2B influencers (those researching the purchase but not able to sign the purchase order) conduct an average of 12 searches prior to visiting your brand's website. B2C customers are no different. To help the research along, be sure to monitor your online reputation on channels other than your brand's website. Look at review websites and social channels so you know how others are talking about your brand. Share valuable content on your own social channels. Edelman's Global Trust Data (link) shows that trust in brands is declining. Other studies show the positive impact of influencer marketing. What are the people that matter in your industry saying about you?
     
  3. Content Marketing. More than 70% of B2B and B2C marketers are committed to creating MORE content in the coming year. More blogs, more whitepapers, and more video means more competition for your message. Content marketing works, but only if you provide information that is useful to your audience. Pay attention to your Google Analytics. Look at which pages get viewed and which pages get read. What are your best search terms? We find that when our clients share valuable content, people will spend a lot of time reading and doing research. Content marketing isn't just about quantity, it's also about quality. 

Now more than ever, marketing is not a "set it and forget it" event. If you monitor your website analytics, understand your customer's path to purchase, and pay attention to the trends in your marketplace, you'll continually learn about your audience and be ready to respond as your marketing needs to evolve. 

Micro-Moments Are Multiplying—Are You Ready for the Future of Marketing?
The Changing Face of B2B Marketing
2017 Edelman Trust Monitor
 

About Christina Steder

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With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

Photo Credit: Adobe Stock