B2B digital marketing is tough us SEO for B2B!
B2B digital marketing these days is tough in all sectors. Unlike business 2 client (B2C) the reaching out is much different. For example, unless you are completely new, you would have built up a company list that you have done business with prior with names and details of project champions that can support an engagement inside the company, know upper management and identified their working structure and way of doing business. You will need all of that information otherwise your ‘cold calling’ will get you permanently of a company’s list very quickly, and if you do that a few times you will dent your representation in potentially a relatively small client base.
However, as soon as you make your target list it will become out of date very soon, and this is a major problem for B2B digital marketing. For one thing, marketing and sales is all about funneling out the people that are not ready to buy, and validating a potential sell before investing your time jumping through the hopes and hoping for a sale.
You need either a continued engagement either from adopting a service offering instead of a one-sale product model or giving each company a mode to give you valuable information. While the first is easy to do the latter needs some thought and planning, especially when it comes to getting new clients on your marketing list. This is where SEO for B2B marketing comes in to play.
How to leverage SEO for B2B
You need to be first on any search engine result to get that sale. Think about it when was the last time you went to the next second or third page when searching for something, unless you are looking for something niche it is unlikely it is part of a daily routine.What are your options;
Keywords help search engines scrape your data and meta data during an update of your webpage and these engines will store your site based on these keywords. There are some quick and easy keywords to get you in the right sector but getting you to the top of the search results also requires words that are trending along with natural search phrases impacting what is trending. So keywords initially seem simple but require proper research to be conducted. If you get this right you should be able to come up top in some search results. To get more consistent results you also need to have your site or offering mentioned on other pages.
Digital analytics helps streamline the SEO process and ensures your digital environment utilizes the right words and phrases to keep getting recognition.
Tech Blogs help propagate keywords while working as click-funnels to get a reader to your websites call to action. For blogs to work they must be relevant to the users need, such as a how-to on a newly released offering can help get attention. Interestingly, if you are comfortable with risk you can use more contention to drive buzz and excitement in your offerings.
Digital advertising includes using social media and large advertising sites such as Google Ads. If you are no good at this and select the wrong options it can be as if you were taking your money and flushing it down the drain. While it is great, we have accessibility to such tools, accessibility can easily be confused with knowledge of how to use these tools. Here use a specialist or take a course to reduce your risk.
Everything that a user sees and interacts with, anything customer facing is your company’s identity (your brand), if something doesn’t look great you are unlikely to get a sell. We live in a saturated marketplace where second best may be last in terms of brand.
Your future relies on your ability to spot your weaknesses, not your confidence, and use specialists to update you SEO, to upskill staff and ensure your business is hitting the road running. To be successful at B2B digital marketing first you need to be seen before any interaction automated or otherwise occurs. A lax approach will leave you by the side of the road as others take your place in the market; SEO for B2B is critical for your success!