Businesses Don't Search Like Consumers, says WorkCast and Search Laboratory

Workcast and Search Laboratory Ltd, two of the UK’s fastest-growing Webcasting and search marketing companies, believe that businesses selling to other businesses are falling into the trap of using consumer methods for their search marketing campaigns.

To help businesses understand how to drive sales leads online, Search Laboratory has linked with webcast specialist WorkCast to host a webinar on search marketing in the B2B (business-to-business) environment.

The free, 30-minute session, “How webinars, webcasting and search engine techniques can drive greater quality leads”, will be webcast at 11:00am (GMT) on Friday 5 November 2010.

Search Laboratory’s Managing Director, Ian Harris, says consumer techniques of attracting potential customers and making it easy for them to order and pay immediately is the wrong approach when marketing to businesses.

“Search marketing for B2B is very different from consumer marketing,” says Ian Harris. “A consumer searching for a new television will probably want to buy it in the next week but for businesses, buying is a much bigger decision. People who get it wrong can lose money or even their job.

"Because of this, they go through a cycle of awareness including: initial search, narrowing down the options, looking for specialists, shortlisting and comparing a supplier against its competitors."

“The key aim is to collect your potential customer’s details, irrespective of which part of the buying phase they’re in.”

Barney Brown, Sales Director of WorkCast, says: “People aiming to grow their businesses will learn how search marketing combined with effective media in the form of webcasting can be used in the B2B environment, and how webcasts can drive greater qualified leads and customer loyalty than traditional marketing methods.

The webcast will also explain how the page where the searcher lands should have a different focus for the B2B arena, and establishing how an IT person or a Finance person, for example, uses search terms.

Anyone who registers free at www.workcast.co.uk can participate in the event when it happens or view the recording afterwards. There will also be a text-based question and answer opportunity.

About The WorkCast Corporation

The WorkCast Corporation is a leading supplier of online webcasting solutions and services. The WorkCast Corporation is part of the Sunderland-based, Leighton Group, which has a long and successful history in the technology, software, new media and interactive communication industries. The Leighton Group has a strong portfolio of local, national and international clients such as British Airways, Sage, Adidas, Best Western, Toshiba and ITV.

WorkCast is based at the E-volve Business Centre at Rainton Bridge and was formed in 2008 by senior technology, sales and marketing executives from the IT industry. WorkCast has developed a business webcasting platform to meet the growing need for on-demand rich media content driven by the popularity of consumer services such as the BBC iPlayer.

About WebCast Manager

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