The same general SEO (search engine optimization) “rules” apply whether you’re selling to consumers or other businesses. But B2B buyers are even more diligent than consumers about doing online research before making any purchases. That means before you can even hope to get a meeting or have them contact you, you need to attract those B2Bs to your website.
Website traffic is critical for B2B marketers; in fact, 63 percent of them say it’s the metric they review more than any other in order to evaluate success, according to CMI’s B2B Content Marketing 2015: Benchmarks, Budgets, and Trends – North America. Also, 39 percent of B2B marketers cite SEO rankings as a key metric. Buyers are getting younger, and Millennials are used to doing research online, so it’s important to keep current on the latest algorithms and keywords trends to achieve SEO success.
Here are some tips to make the most of your online marketing:
- Besides basic prices, B2B buyers are also looking for hard info such as product spec sheets, white papers, testimonials and feature/price comparisons across a company’s different product offerings. Be sure you create a wide range of content with the info they’re looking for. Then use SEO to lead buyers to that content.
- Be careful about being too “salesy” in your marketing copy. Remember that the sales process for B2B can take months of research on the buyer’s end. Buyers are using your content to find information, and if you provide the information they require, you increase your chances of making the sale.
- As far as keywords go, it’s not always a smart move to go with the most searched phrases and keywords. Why? Because if “everyone is doing it” what are your chances of standing out in the crowd? How likely are you to rise in search rankings by using the same keywords as your competitors and those already on top? Use tools such as WordTracker and Google Keyword Planner to learn how variations on popular keywords and phrases can help your business stand apart.
- Use keywords in your page title and phrase it as a headline. Then add words to help narrow your focus and target your buyer. For example, instead of “Best Office Furniture” try “Best Space-Saving Furniture for Your Small Office.”
- We’ve already stressed the importance of informative content on your website, but you also need to update your content on a regular basis. Bring clients back by becoming the go-to source for a specific topic. Bring buyers to your site by asking them to subscribe to an e-newsletter that connects them to your new content.
- Don’t stop there: Turn your content into downloadable ebooks, webinars and email campaigns. Create landing pages for your content that captures leads by asking viewers to fill out short forms with their names, company names, titles and email addresses.
- Although short articles used be the norm in online content, today longer pieces seem to get more views and have better chances of SEO success. If you don’t have time to write, hire a writer experienced in SEO.
- Don’t keep your content all to yourself. Letting other websites use your content improves your SEO. Seek inbound links by offering other websites your content. Use social media to promote your links and get people to share them by creating provocative headlines.
Your business website is the starting point of the sales process. With the right SEO and valuable content, the B2B buyer is better informed and ready to buy. By the time they contact you, they’re already partially sold on your products or services.
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