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A Guide to SEO for B2B Companies

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B2B stands for business-to-business, which essentially means transactions between two business organizations. B2B marketing refers to the sale tactics used by one commercial enterprise to sell its products or services to another commercial business. And while there are multiple ways to reach out to businesses to market your products, you need SEO to gain more visibility to reach out to your target audience.

In its essence, SEO is the combination of various tactics used to gain more visibility on search engines and, ultimately, incremental traffic. And when it comes to B2B marketing, SEO is the best way to generate and nurture quality leads with sustainable, long-term results.

In this blog post, we’ll discuss how a B2B business can reach out to its target audience using SEO.

How Does B2B SEO Differ from B2C SEO?

Although B2B and B2C are vastly different in terms of business model, target audience, and marketing techniques, they don’t quite differ from each other when it comes to SEO. Google doesn’t evaluate what kind of business or website to rank against a specific search phrase; it simply follows the content quality, authoritativeness of the source, and user experience to rank sites on its SERP.

So, B2B and B2C SEO follow the same route, as Google’s algorithm is standard for both kinds of businesses. Here is a comparison table between B2B and B2C SEO:

 

B2B SEO B2C SEO
Keyword Targeting Targets low-volume keywords Targets high-volume keywords
Preferred Marketing Channel Primarily uses content marketing Focus on social media marketing
Cost-Per-Click

 

 Keywords have high Cost-per-click Keywords have low cost-per-click
Marketing Goal Conversion-oriented marketing tactics are applied Brand awareness and higher reach are the prime focus

 
Content Type Needs to be compelling Needs to be engaging

 

SEO For B2B Businesses

SEO for B2B differs in certain fine aspects from that of B2C. The end goal of every SEO campaign is conversions, and with B2B, you’re marketing your content to decision-makers.

Your target audience is likely an entrepreneur like yourself, and the kind of content and marketing techniques you use to target them will differ from when you’re reaching out to the end consumer. Having said that, here are some basic SEO guidelines for targeting B2B companies:

  • Understand the Buyer Persona

With B2B, your buyers are another business, so it’s important to understand their challenges and needs before you start with any kind of marketing campaign. Understanding how your buyers think, act, buy, and search for products and services related to your niche will help you create targeted content designed to convert them. The buyer persona analysis is also required for what SEO experts call ‘search intent’ or ‘user intent.’

Search or user intent refers to the specific query searched by a user and why they did so. What exactly are they looking for?

Google recently updated its guidelines to reward content that satisfies this user intent. In other words, you’ll be rewarded for creating content that contains relevant information that the user is looking for.

Customer interviews, surveys, and online analytical tools can help you gauge their online behavior and the driving factor behind their purchases. Knowing your buyer better will also help you to create content and marketing strategies for all stages of the sales funnel.

  • Focus on Attaining your Marketing Goals

Every business has different goals for marketing its products. Some may want higher brand awareness, while others look to increase their sales and profitability with digital marketing mediums. For a B2B business, the end goal could be converting leads to repeat buyers, compelling them to download your content, or simply obtaining their information for email or other marketing campaigns.

Whatever your end marketing objectives are, devise your SEO campaign accordingly, with relevant landing pages, clear-cut calls to action, and content that influences your prospects to undertake the desired action.

  • Keep in Mind the Product Life-Cycle

Every product has a life cycle; its introduction, growth, maturity, and decline. The life cycle of any product heavily depends on the industry, and most products fail due to the heavy cost required for introducing them, which outweighs sales during this initial stage. And by the time the product attains maturity, sales start to decline, and profit margins diminish rapidly. Needless to say, whatever your B2B offering is, it too has a life cycle.

By knowing the stage of your product, you can create content accordingly and market the product to buyers that are best suited for the stage. An example would be how SaaS providers target the ‘early adopters’ during a product’s introduction stage.

  • Targeting the Right Keywords

Targeting keywords for B2B SEO is a little more complex than B2C SEO. Because your prime target audience is decision-makers, you’ll need to factor in their search intent if you want to gain any ground with your SEO strategy.

In B2B SEO, the keywords you’d generally target will consist of low-volume searches, as only a specific group of businesses would be searching for them online. Thus, if your keyword selection doesn’t align with the user’s search intent, it’s quite likely that you’ll see no improvement in organic rankings for those phrases.

  • Link Building

Link building is perhaps the most complex yet vital part of your SEO strategy. Be it B2B or B2C, Google looks at qualitative and relevant backlinks as a major ranking criterion on its SERP. However, it should be remembered that low-quality and/or irrelevant links will do you no good. Only include links from high-quality and relevant sources, like industry leaders related to your own niche.

The best way to acquire links for your content is through networking, reaching out to niche-related content creators, and publishing data-rich content that makes readers use them in their content.

SEO Success is Important for B2B

SEO requires a holistic plan of action that looks at all aspects of marketing and technicalities to deliver success. SEO offers great benefits to every kind of business nowadays, not just B2B. Only when your visitors have a great experience on your site and engage with your content will they convert into your customers.

SEO isn’t just required when you’ve decided to sell; it’s also a great tool to build a brand from scratch with a long-term vision that intends to fulfill your end marketing objective. And this is exactly what it does for a B2B.

Contact Brampton SEO specialists today for a detailed consultation session if you want more information on how SEO can help your B2B business grow.

Brampton Web Design

How to Create a Digital Marketing Strategy for a Small Business?

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As a start-up or a small business, attracting and gaining new customers is your holy grail. Without a consistent flow of prospects in your sales funnel, survival would be your business’s prime area of focus rather than growth.

Having an online presence for your brand is extremely important, regardless of whether you’re a start-up or an established business. Whether you’re a small business, a mid-size firm, or a large corporation, it’s necessary. More than half of your consumers will learn about your business online and evaluate your digital presence before making a purchasing decision.

As a small business entrepreneur, if you’re looking to generate greater ROI or increase brand awareness, digital marketing is what you need. Not only does digital marketing help you to promote your products and services, but they’re also critical to streamlining online assets, which determine the success of your business. Therefore, the impact of digital marketing on small businesses cannot be overemphasized in such a vast and competitive marketplace.

If you’re a small business owner with little or no experience in digital marketing, this article will help you to understand which campaigns you should undertake and how to create a winning digital strategy for promoting your brand and its products and services.

Marketing Tips for Small Business

Digital marketing campaigns are meant to enhance your brand visibility and awareness online and build a strategy that attracts leads into your pipeline and converts them into sales. Digital marketing is beneficial because small businesses face budgetary constraints in their promotional campaigns.

Digital channels allow them to scale up their marketing efforts without stretching their resources. It also becomes necessary at a point when you’re looking to grow your business across different frontiers.

Here are some of the tips which will tell you how to set up digital marketing campaigns for small businesses:

  • Define Your Goals

Marketing campaigns only work when you have well-defined goals that you want to achieve through these campaigns. With set objectives, you can devise a strategy, identifying the best platforms to run ads on, how much budget to allocate towards your marketing campaigns, and the demographics to target.

Identifying goals for your business and pursuing them is important to align your marketing and sales team with the overall objective and work towards it. So if your business goal is to generate a certain amount of revenue in the current financial year, your strategy should be to run lead generation campaigns on search engines and social media platforms to get more leads, conversions, and revenue for your business.

  • Target New Audience

In the long-term, your marketing strategy should be to target customers in diverse demographics like location, age, buying behavior, etc., to acquire a new customer base consistently for your business. Even if you’re a small local business, eventually, you’ll have to scale up to grow your business.

Alternatively, you can also tweak your products and services to target a new group of audience in your location. Identify your website’s functionalities that can be used for a different purpose and target people accordingly.

A good example of the latter would be how OYO started partnering with hotels in the US, beyond their standard franchise model to expand and penetrate deeper in the hospitality market.

  • Focus on the Right Digital Channels for Your Business

Marketing techniques aren’t written in stone, and you need to diversify your strategy to maximize your business results. When you diversify your marketing strategy, you can reach out to new customers and find unique ways to target your existing buyers.

When we talk about diversifying marketing mediums, we mean that you should leverage multiple platforms that are suitable for specific advertising activities. If your goal is to get leads, SEO experts would suggest simultaneous execution of SEO and PPC campaigns to generate high-quality leads. For product launches, you should leverage social media platforms and content marketing and create additional landing pages for paid search advertisements to spread the word about them effectively.

Also, as you keep adopting digital channels for marketing purposes, consider the various online automation tools that’ll make your job easier to manage multiple cross-platform campaigns.

  • Optimize your Content Strategy

Content is key to digital marketing, regardless of where and how you promote your business. From giving a direction to your designs to helping your site rank on search engines, content drives the internet and is vital to convey the marketing message to your audience.

It’s equally important to guide your target audience through their buying journey. Your content should be created in various formats, including text, video, images, etc., to attract prospects to your site, help them navigate the relevant pages in your site, engage and compel them to take a specific action or buy from you.

Thus, create content in such a way across digital channels like social media platforms, your website, landing pages, local listings, etc., to keep prospects informed throughout their journey with your brand.

  • Hire Digital Marketing Experts

Approaching digital marketing professionals to market your business for you is often the best way to promote your business. You can focus on your business operations while trusting the experts to run effective promotional campaigns online using their experience and expertise.

Another benefit of outsourcing your content to a digital agency is that you get to benefit from their expertise and knowledge as they stay updated regarding the latest trends, tools, and market insights.

Scale Up with our Digital Marketing Services For Small Businesses

Following these marketing tips for small businesses will help you to expand and grow using digital channels and finding new prospects consistently. Going through this blog, we hope that you’ve gained some insight into how to harness the power of digital marketing to reach out to untapped markets and audiences.

If you’re looking for a robust digital strategy to maximize your revenue and growth, Brampton Web Design agency can help. We’ve served numerous B2B as well as B2C businesses with our digital proficiency, know-how and data-driven strategies. We’re a full service digital agency capable of building a sound online presence for your brand. Our approach to every client is unique with tailored strategies that work best for them.

Reach the pinnacle of marketing success with Brampton Web Design agency by connecting with one of our specialists and kick-off project discussions.