Blogs Influence Purchase Behavior?

October 30, 2008

As a B2B SME business technology manager, I admit that when it comes to both spending money, and jumping at the ‘next big thing’, well, I don’t. I wait for the bleeding edge to fade and definite economies and benefits become apparent.

BtoBOnline has a note titled; BuzzLogic/JupiterResearch study finds blogs influence purchase behavior

:…More than half of blog readers said they find them useful for purchase information

However before we drool over that statistic, next quote; (emphasis is mine)

….survey of more than 2,200 Internet users

Yup – Internet Users

Lets go back to business plan 101.

Who is your customer? – and tell me where does he or she hang out?

I don’t mean the business that you sell to – but who makes the purchasing decisions?

Is it the Purchasing Manager with advice from a particular line exec?

Is the the head of Sales? Warehousing? Service?

There is likely to be many inputs and stakeholders that have their two cents into the decision to purchase your product or service.

Are those stakeholders ‘Internet Users’?

You have to know.

I personally know one large organization where the decision makers use of the Internet is limited to one or two icons that their IT Staff have placed on their desktops. (You know, the ones who ask tech support how to turn ‘On’ the Internet.)

I also know the president of a good sized SME that can’t even be bothered to put up a web site (I think he should, In fact his organization is one that I personally think could benefit from a blog too – maybe I will follow this line of thought with another post) The point is, if he is your customer, a blog (or any ‘social media’ effort) is a waste of time.

As a Business Manager or owner in the SME space, if consultants or IT staff tell you to get with the social media program, ensure you have these answers!

Have you identified the true stakeholders in that purchasing decision, and are these stakeholders really internet users?

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2 Responses to “Blogs Influence Purchase Behavior?”

  1. elliotross Says:

    Thanks for visiting Sonia!

    And no thanks needed!

    For others visiting here I must recommend the Remarkable Communications blog

  2. Sonia Simone Says:

    Thanks for the linkery!

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