In the Business to Business (B2B) market, buyers are more frequently seeking out reviews and comparisons online.

Tradtionally, sales reps did quite a bit of hawking, vying for buyers’ attention and distributing loads of literature. But things have changed, and buyers are “actively using social media in many steps along the path of the purchase-making decision,” writes the author of “Social Media Affecting BtoB Buying Behavior.” Citing a recent study on B2B buyers, more than 20% of them connected with a supplier directly through a social networking channel. 37% posted information on social networking sites looking for advice for answers to questions. It’s because of this that companies marketing to other businesses can’t ignore the force of social media. While that avenue has become a spring board for marketing to consumers, companies need to be aware of the larger audience – purchasers looking for a solution. Having good content online is key.

The SSN Take: A solid focus on SEO, weblogs, and social media is integral to creating an alluring presence for purchasers.

Samuel Hartman, March 28, 2010

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