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New Research: Top 10 Ways Buyers Find Professional Services Providers

 

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 How do buyers find service providers

While B2B buyers use a variety of sources to identify and learn more about professional services providers, three of the top 10 ways are online -- on your website (58%), through an Internet search (55%) or through an industry website article or story (53%).

The survey was conducted by RainToday.com and included more than 200 buyers from companies of all sizes, responsible for more than $1.7 billion in professional services purchased, such as accounting and financial services; architecture, engineering and constructions services; human resources consulting; IT consulting and services; legal services; management consulting; marketing, advertising, and public relations; and training services.

According to the research, your Internet marketing strategy has never been more important. What will buyers find when they:

  • Search in Google for the services you provide?
  • Visit your website?
  • Visit an industry website?

The data's clear -- your buyers are online searching for service providers.  Are you there to be found?  And, when they find you, will you have enough compelling information and content there to hold their interest and inspire them to learn more about you?

How do you make your website sticky to visitors?  How do you capture their interest and get them to stay?  Is it your website, your content, or both?

 

Free Webinar: Website Redesign for 2010

website redesign webinarLearn how to redesign your website with an internet marketing strategy in mind with Mike Volpe, HubSpot's VP of Marketing.

Download the Webinar Nowand learn how to turn your website into an internet marketing machine.

comments Comments

Posted by Jeanne Hopkins on Wed, Feb 17, 2010 @ 04:15 AM

COMMENTS

I can validate this piece - we use hubspot and the methods within this research piece - IT WORKS! It takes time and consistent commitment but you are not paying a rep to overcome their fears of cold calling either!

posted on Wednesday, February 17, 2010 at 5:43 AM by Tim Hagen

Dear Jeanne, 
 
The graph is very impressive. With this we can change the focus and put more energy on the media which works better. 
 
Recently I too made a collection of "33 ways to get your message to your target audiences" which is available at: 
http://www.winwinmantra.com/traffic-secrets/market-research-important-business 
 
Regards, 
Hyder 
http://www.winwinmantra.com

posted on Wednesday, February 17, 2010 at 6:09 AM by Syed Hyder Ali

I am surprised social media didn't make the list. When I need a referral for service, I post something on FB or Linked in...

posted on Wednesday, February 17, 2010 at 6:31 AM by Dan Tyre

This survey is very interesting and useful. There's no doubt that your web marketing strategy is crucial when it comes to convincing B2B buyers.  
 
However, if you look at the full survey, some online activities - many of which are currently in vogue - appear to make little impact. These 'fashionable' activities include blogging, webinars, podcasting and (gasp!) social media...  
 
Of course, these activities can and do lead to B2B sales.  
 
But when time and resources are scare (which they are in most organisations) a survery like this helps you focus your energies. Even if this means switching back to or doing more of the 'traditional' forms of marketing such as attending exhibitions and presenting at trade shows.

posted on Wednesday, February 17, 2010 at 8:13 AM by Andrew Lloyd Gordon

This is a very helpful graph for B2B service providers. 
 
The results match the findings of similar research we've done at ChoiceVendor: 
 
--Referrals are still the top method for finding vendors 
--People use the internet as a way of researching vendors, particularly if they can't get a personal referral 
 
That's why we created <a>www.choicevendor.com, a B2B service provider review site: to make this decision-making process easier!

posted on Wednesday, February 17, 2010 at 12:47 PM by Sarah

Comments have been closed for this article.