When B2B companies set out to establish a digital presence, they may quickly realize that the bar for tech search is significantly higher for them than it is for, say, their B2C counterparts. The difference isn’t only related to the product type, either.
Building a robust B2B digital presence involves a number of moving parts: sophisticated admin portals, in-depth contextualization, weighted and curated boosting, AI/ML functions, and actionable analytics, among others.
While it may seem daunting for B2B companies to establish a digital persona with such complex requirements, design engineers resoundingly agree that doing so pays off. In fact, in a recent survey, 93% of design engineers reported that a high-functioning keyword search was important to build their confidence in a vendor.
Here are a few key ways that high-tech B2B search fundamentally differs from traditional search avenues—and how that difference can make or break a vendor’s online presence.
You Must Really Know Your Buyers
B2B companies are catering to the sharpest minds in the electronics industry. Knowing a buyer’s persona (usually that of a busy design engineer) can help you better understand which search functions represent transactions in the demand funnel.
At any given stage of the design process––ideating, prototyping, part sourcing, or testing––users expect suppliers or distributors to contextualize their search experience. That can entail putting the most relevant documentation, like datasheets, app notes, and reference designs, at their fingertips. Speaking the engineer’s language can also mean consolidating the context of a query through classification schemes.
Search is King
Keyword search is statistically the number one way users will interact with your site. There are many ways to invest in fast, accurate B2B search, too. These may include:
• Sophisticated boosting, weighting, and curation
• Artificial intelligence and machine learning capabilities
• Auto-suggest, auto-predict, and highlighting terms in the keyword search bar
• Industry-specific synonym tables
Additionally, if you host product documents across multiple domains, be sure to establish an integrated back-end database, so users can reach consistent results regardless of which interface they use.
With UI/UX, the Devil is in the Details
Unlike B2C sites with small product offerings and, consequently, few web pages and documents, B2B vendors often deal with product numbers into the millions.
To manage the vast sea of SKUs and their related documents, B2B companies must double down on sleek and organized web interfaces.
In many ways, good search and good user experience go hand in hand. For instance, providing clickable widgets, selectors, and chatbots can take your users to the right results via your shared backend in just a few clicks.
Do yourself a favor with your interface, too––build in versatile analytics dashboards and easy-to-manage admin portals for streamlined search management.
Big Zeta Can Cut Through the Fog of B2B Search
Running a supply or distribution company in the electronics industry is a feat on its own. Big Zeta specializes in helping B2B companies establish a digital presence, so you can focus on keeping your clients happy—both in person and online.