It has often been stated that you only get one chance to make a first impression. In today’s digital age, B2B customers are more connected than ever. This brings increased opportunities to reach prospective buyers with relevant, targeted information when they need it. The drawback is that B2B buyers are constantly connected—they use multiple channels simultaneously and switch between the channels they prefer. According to the Earnest Agency, 9 out of 10 B2B buyers will find a vendor when they are ready to make a purchase. Meanwhile, 81% will conduct a search, 59% will seek peer recommendations, and 41% will read content from “thought leaders.” For orders valued at over $10,000, 70% of B2B buyers will view more than four pieces of content.

The message for service providers serving the B2B market is that you only get one chance to make a good impression. You must understand your prospective audience, determine what they are looking for, and deliver a relevant experience. The three primary areas that service providers should focus on in today’s market are outlined below.

With more than 80% of B2B buyers using the Internet to research products or services, this may be the first connection that consumers have with your company. In today’s digital age, B2B buyers will typically develop their first impression without ever talking to a sales associate. Your messaging and the depiction of your products and services must be depicted in a clear, concise, and interesting manner. What your company does and whom it serves should be immediately apparent. Your unique selling proposition should be obvious, and the claims you are making must be backed up with customer testimonials, certifications, and awards as well as the experience, expertise, and depth of knowledge that you can bring to a client’s project.