B2B Marketplace And Portal Analysis

Definition: Business-to-Business or B2B is buying and selling of products, services, or information between companies.

Not too long ago we’ve been approached and asked by quite a number of customers and website visitors about the business outlook they can expect when they use our services.

Before we go any further let’s clarify that any business activity performed on B2B trade portals is at the discretion of the company involved, and we have no right to criticize anybody’s business. However, we can still paint a general picture that depicts online activities related to business portals.

Business Funnel

Every trade portal is a business funnel too – this is what we like to call them. Business funnels are meant to gather customers to any business in question and redirect them to the company website where they can be processed. Setting up a large number of business funnels is good business model: the more accounts you set up the bigger your clientele gets. Simple as that!

Now back to our subject matter. A recent study conducted by us regarding business behavior on trade portals pinpointed:

• People usually don’t follow simple written instructions – yes, typically this is the biggest problem of all. These instructions cover a wide range of information on how to conduct business on trade portals: what to do (what not) and how.
• We’ve seen a large number of companies being affected by their decision to carry out unsuccessful marketing strategies. Marketing over the Internet is a totally different approach to acquisition. It involves a decent strategic and organic search engine marketing knowledge. Knowing to interpret web analytics is a must. Niche research and advanced keyword competitiveness analysis is imperative.
• A picture equals a thousand of words!  However, we don’t see too many companies interested in uploading pictures related to their products. Is this a wise business decision? Hardly think so…
• The product descriptions are vague. In order that search engines to be able to index any particular listing, and give them authority type treatment they need at least 150-200 words of good content.
• Inadequate keywords and poor density.
• The Internet is rapidly spreading the use of streaming multimedia technology. On the other hand streaming video technology is not in use by companies at all even in places like AdvertiseInEurope.com where the website is fully prepared for delivery of such content.
• Many companies are engaged in some kind of vertical business redirect activity. Instead of setting up healthy business funnels, businesses tend to redirect customers from one trade portal to another – however there’s no contract settled on the secondary portals. This is what we call: wasted time and resources.
• And finally the last stopping point: reputable companies use second hand email accounts lowering their rank of credibility. After all: who wants to do business with a business entity which doesn’t even have a decent company email address? Demoralizing isn’t it?

Our findings covered a few B2B trade entities. The results from above reflect the general attitude that governs B2B trade portals. The rapid swell in demand of premium memberships has in fact deteriorated the listing quality as well. In many cases the browsing client has no idea what he or she is looking at!

So, what can be done? Well, it’s simple: do the opposite:

• Start writing decent sales letters
• Pay attention to keyword density
• Use relevant images in your listings
• Don’t disguise your online presence
• Direct your customers to your company website – not to other B2B entities
• Pay attention to the fine print

That’s it!

It is your business, and at the end of the day: it is what it is!

B2B Marketplace Analysis by Levente Szfarli

Levente Szfarli is the owner of AdvertiseInEurope.com/PricePiece Marketing.  He is a Certified Professional Internet Marketer, e-Commerce Tactical Expert and Project Manager in a variety of online business applications.{++++}

Tags: analysis, b2b, b2b marketplace

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