As a B2B business owner entering the market, you would probably know the importance of setting up your online presence. However, the real difficulty lies in getting traffic to your website and having more and more orders.
What most people don’t realize is that B2B and B2C need a completely different approach from each other. B2B e-commerce will never be spontaneous like B2C. In B2B, there are many people involved in a thoroughly careful decision-making process where each and every option is reviewed meticulously, and a group decision is made on the best choice.
If you, as a B2B business owner, are struggling to get organic traffic on your website, read on to find out some useful strategies.
Table of Contents
Create SEO-Driven Landing Pages
Typically speaking, there are three stages to a B2B marketing funnel; top, middle and bottom. The bottom stage is where the deal is closed, and the sale actually takes place. As mentioned above, in B2B sales, there are a lot of factors to consider before finalizing a sale. Hence, your online website needs to have several landing pages with proper SEO implemented in them.
The top of the marketing funnel, which involves informational search queries, is equally important as the bottom of the sales funnel. Your target market will definitely search for relevant queries to make an informed decision on their purchase.
Write How-to Guides
How-to guides and queries are extremely popular and engaging as the audience stays longer on such pages. If a how-to query actually answers a customer’s problem, it can lead to conversions too.
You will need to optimize your keywords to make them relevant for the search queries. Google Search Console is a good option for evaluating your site’s ranking when it comes to how-to queries.
Look for “People Also Ask” and “Suggestions”
Both these features are extremely important as they show the type of keywords people are using and the information they are looking for. These will also help in generating more ideas for your keyword optimization.
Moreover, both of these features are dynamic. As people type in the search box, the suggestions and keywords will automatically change to provide the most relevance. You will need to do thorough research on what these suggestions are when you type in a specific keyword.
Stay Informed on Branded Search Queries
B2B customers want to make sure they have done all their homework before making their purchase. As such, they will evaluate all the options and compare alternatives before making their final decision. Your brand name will be searched a lot, and so will your competitors.
One strategy is to make your brand name a keyword itself and optimize your site around it. Since your competitors will also be doing the same, you will have to keep updating your website. Any search involving your brand name plays a vital role in the customer buying journey.
Analyze the Entire Buying Journey
Have you carefully mapped out what the customer buying journey should be? Supposing they do find your website interesting and click on it, what happens next?
This is where you need to direct your customers. You should have various conversion paths stemming from those information pages and guiding the customers down the sales funnel. You can do this by offering to schedule a demo with your customers or signing them up for a webinar or even a free trial of your products or services.
Lead Magnets and Lead-Qualifying Surveys
The term lead magnet is usually used for free usage of any item or service. The purpose of a lead magnet is to gather the contact details of the person and these details will be used in the future. Lead magnets can be samples, trial subscriptions, white papers, free consultations, and various others.
Lead magnets are most effective when they are used in a contextually relevant situation. You can add flowcharts or checklists to your how-to guides to make them not only visually attractive but also easier to understand and follow. When properly used, lead magnets can be a great tool for your marketing strategy.
Naturally, you want to give a lasting impression on your audience. While text can only go so far, it is visual content that stays much longer in memory. To drive conversions on your website, you should ensure that you give your best efforts to branding.
You can use your brand logo for watermarks for any images on your website. Even the colors should also reflect your brand personality not only on the website but across all social media platforms and forums, if any. Even your whitepapers, e-books, and other resources should have those distinct elements of your brand identity.
Get More B2B Leads with Online Advertising
One other way to increase B2B conversions is through paid advertising. This is a highly useful strategy where you can target your marketing campaigns to both new and existing customers.
Social media is an undeniably huge part of our lives, and as such, you can use it heavily to your advantage. With social media campaigns specifically targeting your intended audience and playing on their interests, languages, regions, and other factors, you will see a lot of positive results.
Common social media platforms like Facebook, Twitter, and LinkedIn offer paid advertising services that allow you to reach a much larger audience in one go.
Use Email Marketing
Email marketing is one of the simplest yet most effective strategies to generate B2B conversions for your business. However, there are some tips that you need to keep in mind.
Generic email marketing will only appear boring and may indicate a lack of effort on your part. If all your emails have a similar template, the recipients are going to quickly figure it out, leaving a negative impression behind. You must remember to personalize your emails so that they always hit home for the recipients. You may have to do some background research o your target audience first.
Another strategy is to upsell or cross-sell your products and services in your email marketing campaigns. By offering to sell related products or giving them as supplementary items, your audience will be more eager to visit your website. This strategy is particularly useful in retaining existing customers and bringing back old ones.
Use Content Marketing
Content marketing is perhaps the best way to generate B2B conversions and leads. It is highly cost-effective, easy to do, and has a fast yield rate.
Content marketing can include articles, blogs, guides, e-books, and various other media that will make your business stand out. Well-written content will make your business appear as an authority on the subject and will generate trust and relationships among your audiences. You can even create videos or infographics to give your audience something new for a change.
If you want to hire a content writing service for your content marketing campaign, visit our website for more information.
Get Customer Reviews and Testimonials
The power of third-party validation should never be underestimated. According to statistics, 88% of customers check the reviews of any product or service before actually making their purchase.
Positive customer reviews and testimonials will let others know that your brand is worth doing business with. These reviews can also provide useful insights for customers to know which product is best and which one would suit them the most.
Gather Data from Your Sales and Customer Service Team
More often than not, your own sales and customer service team has much better insight into the customer’s mindset. They know what the customer wants, sometimes even better than the customers themselves.
You can ask them for the type of inquiries they get and use this information in developing your B2B conversion strategy. Those inquiries can form the keywords that you can optimize for your website.
Your customer service department can also be of help here. They have a lot of experience in dealing with customer complaints which you can then address them beforehand. By already addressing those queries, your business will enjoy a stellar reputation and will have more B2B conversions.
B2B customers are rather trickier to deal with than B2C. However, with the right strategies, you can get a lot of B2B conversions from organic traffic. B2B customers need to be guided carefully through your sales funnel, and they have to be satisfied at every stage. Even a slight mishap may cause your conversion rate to fall. Hence, as a B2B business owner, you should always be on guard.
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