The 10 most important things to look for when selecting a product directory to find new customers
In the world of business buyers, product directories are essential. Marketers looking for product directories to do business with should choose directories that offer state-of-the-art technology. Reason: When buyers go to a directory to do research, they want as much information as possible on the products and the company in a single user experience. Once a directory becomes a research destination, it quickly becomes a transaction destination as well. That translates into more leads and more sales.
At the same time, you want to make sure that the directory you choose is supplier-friendly. You too want a good user experience as you upload your products specs and other sales collateral.
State-of-the-art directory features include:
- Powerful search functionality that helps buyers quickly and easily find and research your products.
- A comprehensive taxonomy. The classification system of content items assigned to hierarchical categories is relevant.
- The ability to conduct side-by-side product comparisons.
- Request-a-quote capabilities.
- A content library to host all types of collateral from whitepapers to videos.
- Self-service capabilities so suppliers can load their own content onto their product pages.
- A variety of online marketing tools beyond category placement, including lead generation, display advertising, and content push such as placements in content newsletters.
- A choice of advertising bundles to get the right fit for your needs.
- An easy-to-use supplier portal.
- Real-time marketing metrics that is easy to understand.
Your marketing goal in a product directory is to get on the radar screen of every potential buyer. Choose a product directory where you can gauge the buyer experience and get the most for your marketing spend.