7 Steps to Search Engine Marketing Success for B2B Companies
At this time, somewhere, a potential B2B customer is looking for your products. But who will you find first: your company or your competitor?
Search engine marketing for B2B and industrial companies is about getting in front of customers at the moment they search for their products on Google and the other engines. But how to make the most of search engine marketing and eclipse your competition? The following seven steps will put you on the right track to the success of B2B search engine marketing.
DEFINE AN EFFECTIVE STRATEGY
All too often, industrial and B2B companies are submerged in search engine marketing without a coherent strategy. Do not fall into this trap. Start off on the right foot by thoroughly defining your target audience (s), identifying your needs and motivations and highlighting how your products can meet these needs. Next, check the position of your company in the market. Identify your main competitors and the competitive advantage of your company. Finally, identify specific goals and benchmarks, such as search rankings, website traffic increases, potential sales volume, and other return on investment metrics, so you can measure the success of your marketing campaign. Search engines. This strategy will form the basis of your campaign and put you on the path to success.
CHOOSE THE BEST KEYWORD PHRASES
The most critical step in B2B search engine marketing is to strategically select the most important keyword phrases for your company. If you do not do this step correctly, your search engine marketing campaign is bound to fail. When choosing the best keywords, it is essential to choose phrases that are not only relevant to your business, but also those that are most frequently sought by your target customers throughout the buyer’s journey. Start by getting inside your clients’ heads and brainstorm the potential terms that your customers use when they think of your products and capabilities through the stages of awareness, consideration and decision of the buyer’s journey. Ask your salespeople and customer service staff which phrases you think are the most important. You may even want to ask your best customers. Then, go to the keyword search tools provided by Google Adwords, Moz, SEMrush, HubSpot, etc. to create a list of highly searched terms that will drive the traffic to your website.
OPTIMIZE YOUR SITE FOR ORGANIC SEARCH
Now that we know your most important keywords throughout the buyer’s journey, let’s put them to work. You must ensure that the content of your website is optimized to take advantage of these important phrases. Start with the copy of your website: the information that people can read on your website. Be sure to skillfully write your website copy to effectively market your business, while using your important key phrases in a relevant way. Next, focus on the structure of your website: the code found under the hood of your website that search engines see when they visit your website. Make sure your website is “crawlable” to ensure that all content is indexed by the main Google and Bing search engines. Also, use your keyword phrases in a relevant way on page title tags, header tags, file names, alt tags and meta tags. Keep in mind that while the meta tag of keywords has been exploited over the years, the meta tag of description is very important. This description will appear in the search results below your link, giving you a great opportunity to attract the user to click on your website.
ATTRACT QUALITY LINKS TO YOUR WEBSITE
The creation of links involves obtaining links to your website from other websites that are frequented by your specific visitors. The more incoming links of quality you have, the more popular your site will be in the eyes of Google, Bing and other engines. And, these links can have a dramatic effect on your search ranking. A good place to start your link building efforts is to make the content of your website worthy of a link. Good content attracts links, so fill your website with interesting and informative content, such as a library of best practice articles, a blog about developments and trends in your industry, etc. Then, make your website appear in online directories and portals. Look first for important online destinations within your industry, and then focus on general purpose directories such as Better Business Bureau and aussiedigitalmarketing.com.au. You can also get links from suppliers, customers, business partners and business associations. Finally, you should take advantage of public relations online and distribute press releases and articles online. By constantly applying these link building strategies, you will have a dramatic impact on your ranking on Google and your popularity will increase online.
MANAGE AN ROI-DRIVEN PAID SEARCH CAMPAIGN
Pay-per-click advertising (PPC) in search results for advertised links offers a marketing opportunity driven by ROI. Unlike traditional advertising, where “pay for exposure”, regardless of the results, with PPC is not paying to appear in the search results. It only pays if someone clicks on your ad and visits your B2B website, which provides a compelling “pay for performance” advertising mode. To manage a paid search campaign based on the return on investment, first bid on the most relevant keywords. Do not choose terms based only on popularity. Make sure that your product offer is of interest to the search engine. Second, tie your bidding strategy to business results. Think about the cost per lead and the cost per sale, instead of just the cost per click. In many cases, a lower ad position will produce a higher ROI. Finally, include a convincing “call to action” in the ad and send traffic to a relevant landing page linked to the ad. A compelling and relevant offer will help raise the response and increase your ROI.
TAKE ADVANTAGE OF GOOGLE’S SERVICES FOR QUICK RANKING
In addition to the strategies mentioned above, Google offers a number of services that allow you to quickly increase your company’s exposure in search results. If you have a retail store, create a Google My Business page to show your location, phone number, opening hours, add and respond to customer reviews and connect with them. This list affects the way people see your business when they search Google.com, Google Maps, and Google+. Even if you do not have a retail store, you should take advantage of Google My Business for your office address. If you have products to which you can assign prices and photos, it would be wise to use Google Merchant to get on Google Shopping. With this tool, you can create a data source of your products to Google through a spreadsheet, XML or API access load. While the requirements and specifications are strict, an effort to create an accurate data source could pay big dividends.
As with all marketing activities, you should measure success to see how well you performed in the past, as well as identify feasible strategies to improve your results in the future. Since B2B search engine marketing is about attracting targeted traffic, start using web analytics to monitor traffic increases from search, as well as time on the site, analysis of new and recurring visitors and much more. . To ensure that the volume of targeted visitors continues to increase, you must also control your position or ranking in the search results. Frequently, check your position in Google and Bing to find the most important keyword phrases to see how well you are moving towards a ranking of the top 10. If you do not want to do it manually, see Aussiedigitalmarketing for a full-range tracker and report solution. Finally, to measure the success of your pay-per-click advertising efforts, take advantage of the measurable nature of the Web to track the cost per visit, the cost per lead, and the cost per sale of all your per-click ads.