As marketers, we want our businesses to get as much exposure as possible. We know we have just what it takes to satisfy and wow our ideal consumers if we could just get more eyeballs on our businesses.
However, growing our marketing activities isn't easy. Increasing ad spending was once the simple solution, but as markets get more saturated, ad prices rise as returns fall.
As a result, we're obliged to consider alternative options for expanding our reach. However, given the increasing complexity of establishing and implementing digital marketing strategies, as well as the demand from senior management to cut costs and optimize outcomes while navigating an uncertain economy, we must ensure that we choose the correct plan straight away. However, despite being among the most powerful and cost-effective B2B marketing methods, there is one that is still neglected. Yes, I'm here to discuss SEO, the stuff we all understand we should do but keep putting off till later. I'm here to inform you that B2B SEO is no longer optional. There's no excuse not to get started with these five simple steps.
Why B2B Needs SEO Now More Than Ever
We've always recognised the importance of SEO in our internet marketing tactics. With 61% of Business - to - business decision-makers starting their search on the internet, SEO is just as important for Business - to - business as it is for B2c marketing
However, the COVID-19 epidemic of 2020 has made us understand that a B2B Seo agency is no longer a good to have – it's a need.
Businesses who engaged in SEO experienced stable and even increased sales and revenue even when marketing costs were slashed throughout industries at the start of the year. Those that depended largely on marketing saw a significant drop in traffic and earnings.
Sustainable organic traffic creates business sustainability
Investing in advertisements and sales people may appear to be a quick and straightforward approach for your firm to gain new clients or promote a new deal – until you have to switch them off due to budget restrictions.
The COVID-19 epidemic reduced marketing spending across businesses, which I witnessed personally. Budgets for advertising were slashed to the bone, and many marketing teams tried to adapt. Companies who had been conducting SEO before the pandemic were the least affected — they continued to receive inbound links and were able to quickly shift all on organic marketing methods.
More inbound leads, which improves conversion rates
Consider what would happen if Google directed your ideal client to your content when they conducted an online search.
For example, a company providing software to help nice hotel owners or managers simplify their processes would want to get in front of stressed small hotel owners and management who are taking 2 minutes out of their hectic workdays to look for a solution that can make their life simpler.
This is what a normal Google search may look like for them:
Little Hotelier provided a harried hotel owner with a clear and extensive overview of a hotel booking system, why they need it, and how to get started quickly in this search result. There are no advertising, no salespeople - simply an SEO approach that prioritizes the client's demands. A hotel owner would make learning more about this software and putting it to use in their business a top priority
This demonstrates how one of the most significant techniques for reaching your company's target client is SEO and content marketing.
Outdoor advertising and direct selling take longer to create trust than inbound marketing with instructive material. You just let clients come to you instead of disturbing their big schedule with cold calls with an SEO approach that tries to aid people in need. It is far preferable to be helpful than to be disruptive.
5 SEO Best Practices for B2B Businesses in 2020
Align keywords with search intent:
Identifying the user search intent is the first step in developing a successful B2B SEO strategy. What precisely does your ideal client want from your business? What issue do they have that you can help them with?
Create a list of keywords that your ideal clients are looking for after that. It's critical for B2B companies to separate terms that may be confused with consumer queries.
Our ideal client's search aim for our hotel management software solution is to locate a product that streamlines how they run their hotel and welcome their visitors. As a result, our strategy would be to focus on keywords such as:
Provide value by answering questions upfront:
Your ideal customers are astute. They can detect whether a company is worth checking out right away. They're also highly busy as business owners, and they're picky about how they spend their time.
Create information that is specifically targeted at decision-makers. Put the answers they're looking for near the top of your material, and make your piece scannable. This is particularly significant if the keyword has a strong action-oriented intent. It also aids you in getting your answers from Google's highlighted snippet since Google recognises that its users desire speedy and focused solutions.
B2B SEO, unlike B2C SEO, thrives on instructive and tactical content. Sure, you may still be interesting and motivating (as in B2C content), but the most important thing is to be useful.
You want customers to buy your items, therefore you need to demonstrate your worth with tactical and strategic content. Give them a taste of what it's like to have your knowledge and technology at their disposal.
Connect SEO content with lead generation tactics
You now have eyeballs on your website thanks to solid intent-aligned keywords and value-packed content. Let's use lead generating tactics to put that well-deserved attention to work for us.
Make a list of terms that your ideal clients look for when they're ready to buy (or almost ready).
Then, using copywriting strategies for direct response, lead your audience to the next step:
Define their problem clearly and make them care about finding a solution.
Propose the ideal option and make a strong argument for it.
Invite your reader to trial your product for free or give them a free guide or checklist that quickly answers one of their pain points with the first simple – and persuasive – call-to-action.
Develop thought leadership content
We've devised a strategy to capture your potential clients who are on the verge of making a purchase. What about individuals who are just breaking into the market? These are potential customers who have recently become aware of the issue that your organization is addressing. They're probably just starting out as an entrepreneur or have recently joined their firm, so they're not ready to make purchase selections just yet.
That isn't to say you shouldn't start caring for them and earning their trust.
At all phases of the customer journey, a well-rounded SEO approach draws ideal clients. This is accomplished by targeting keywords that customers who are ready to purchase are looking for and developing content around themes that newly problem-aware clients are interested in. When potential clients are thinking about the problem that your firm addresses, thought leadership material draws their attention. They may not yet be ready for your services, but your motivating and thought-provoking material will help them get there.
Your material should help people find what they're looking for. Assist them in developing the correct attitude to take the next step in their business – and if that next step is to direct them to your service or purchase your product, it's only natural that they will come to you.
Keep it Simple to Understand
We are, in fact, developing a B2B SEO strategy. But bear in mind that companies aren't the ones looking for answers on the internet; it's people. When developing and executing your B2B SEO strategy, keep your buyer persona in mind.
When your intended audience is a company, how do you construct a buyer persona?
Concentrate on a single employee at that firm. What is their function? What exactly do they have to do? What equipment do they require?
Create content that is tailored to your identity. Make it relevant, valuable, and simple to comprehend. If you have to pick between optimizing for search engines and optimizing for your ideal customer, go with the latter.