Right now, at this moment, a potential B2B customer is looking for your products. The question is – who will they find first your products or your competitor’s products.
Search engine marketing for B2B companies is all about getting in front of potential customers at the moment they are looking for your products on Google or other search engines. So, how do you take full advantage of search engine marketing and beat the competition?
Here are seven steps that will put you on the path to B2B search marketing success.
Step 1: Come Up With an Effective Strategy
B2B and industrial businesses dive into search engine marketing without a specific strategy.
This is a huge mistake.
Get off on the right foot by defining your target audience, understand their needs and highlighting how your products can meet their needs.
Review your business’s position in the marketplace. Discover your top competitors and your business’s competitive advantage. Identify specific benchmarks and goals such as website traffic increases, search rankings, sales lead volume, and other ROI metrics to allow you to determine the success of your search engine marketing strategies. The first strategy will form the foundation of your campaign and put on right on the path towards success.
Step 2: Use the Best Keywords
The most important step in B2B search marketing is to choose the most appropriate and relevant keyword phrases for your company. If you don’t perform this step right, your search engine campaign is destined to fail. When choosing keywords, you need to choose those that are not only relevant to your business but also are searched by your target customers throughout the buyer’s journey.
Start by getting inside the heads of your customers and brainstorm about keywords your customers use when thinking about your products. Ask your customer service and salespeople what words they think are most important. You can even ask your best customers.
Don’t forget to use keyword research tools provided by Moz, Google Ads, SEMrush, Hubspot, etc.
Step 3: Optimize Your Website for Organic Search
Now that you know the most important keywords, let’s put them down to use. At this point, you need to make sure your website content is perfectly optimized to take advantage of the keywords.
Start with your website copy – the information people read on your website. Make sure you write your copy to market your company while using your keywords in relevant order. Focus on your website structure and make sure that your website is crawlable so the content can get indexed by Google, Bing, and other search engines. Use your keyword phrases in page title tags, file names, heading tags, alt, and meta tags.
Step 4: Attract Quality Links To Your Site
Link building includes gaining links to your website from other sites that are visited by your targeted customers. The more inbound links you have, the more popular your website is in the eyes of search engines.
These links can have a dramatic effect on the search ranking. A good place to start is to make your site content link-worthy. Keep in mind that good linking attracts links, so make sure to fill your website with informative and interesting content such as a blog about trends and developments in your industry, a library of best practices, a helpful guide or instructions, etc.
Next, get your website listed in portals and online directories. First, look to popular online destinations within your niche and then focus on general directories such as Business.com and Better Business Bureau. You can also get links from customers, vendors, business partners, and trade associations.
Step 5: Manage Paid Search Campaign
PPC or Pay-Per-Click Advertising in the advertised links search results offers ROI-driven marketing opportunities. Unlike other types of advertising, with PPC you aren’t paying to be listed on Google. You pay if someone clicks on your ad and visits your website, providing “pay for performance” mode of advertising.
To manage one such campaign, you need to bid on the most relevant keywords. Don’t choose terms based on popularity. You need to make sure your product offering will be of interest to the customer. Then, tie your bidding keywords to business results. Thunk cost-per-sale and cost-per-lead instead of cost-per-click. Sometimes, a lower ad position may produce a higher ROI. Include an attractive “call to action” in the ad and send traffic to a landing page tied to the ad.
Step 6: Take Advantage of Google’s Services
Google offers many services that allow you to boost your business’s exposure in Google. If you’ve got a physical store location, you can create Google My Business page to share your location, opening hours, phone number, and respond to customer reviews to connect with them.
This page affects how people see your company when searching on Google, Google Maps, Google +, etc. Even if you don’t have a retail location, you should still take advantage of Google My Business for your office address. If you’ve got products that you can assign photos and prices to, you would be wise to use Google merchant on Google Shopping.
By using this tool, you can create a data feed of all of your products to Google via XML, spreadsheet, ad API-accessed upload. While the specifications are strict, an effort to create data feed could be worthy.
Step 7: Measure Results
As with other marketing activities, you must measure success to see how bad or good you performed in the past and identify strategies to improve your results in the future.
Since B2B search engine marketing is about attracting targeted traffic, start by using web analytics to monitor traffic increases, new vs returning visitors, and more. You should also monitor the position of your website in the search results.
If you don’t want to do it manually, you can check Pro Rank Tracker.
To measure the success of your pay-per-click advertising efforts, use the measurable nature of the web to track the cost-per-lead, cost-per-visit, cost-per-sale, for your PPC ads.
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