At any given time, there are countless potential customers online, searching for a B2B solution just like yours. It’s up to you whether those leads find your website or your competitors’.
Search engine marketing is one of the best ways to make sure that your customers see you before they come across any other brand that claims to offer the same services or solutions that you do. With search engine marketing, you ensure that your ads appear on the pages of Google, where your customers are searching for answers to their most pressing questions.
So, how do you make the most of your B2B strategy for search engine marketing?
Step 1: Have a Plan
One of the worst things that any business can do is jump straight into search engine marketing without any solid plan. B2B companies frequently start working on their SEM campaigns without thinking of a strategy place, and this can lead to problems.
Fortunately, you can improve your chances of success by developing a strategy.
Start by defining your target audience and figuring out what motivates them to purchase from a company like yours. Once you know your customers, evaluate your company’s position in the marketplace, and how you compare to your competitors. What makes you a better option than the other companies in your industry? This research will form the foundation of your SEM strategy.
Step 2: Choose Competitive Keywords
One of the most critical steps in any B2B search engine marketing campaign is choosing the right keywords. You need to find a set of keywords that have plenty of high-volume searches. However, you also need to make sure that the phrases aren’t so competitive that they’re impossible to bid for. Look for words that are relevant to your business and your buyer’s journey.
Try to step into the shoes of your target audience by creating a user persona based on what you know about your ideal client. Ask your salespeople what people search for when they look for you, and what kind of questions they ask. Remember, you can improve your chances of finding a competitive keyword by adding defining terms like a location or a descriptor to a common phrase. For instance, instead of “Cookie company” try “Chocolate chip cookie company, London.”
Step 3: Optimize for Organic Search
Just because you’re investing in search engine marketing, doesn’t mean you should ignore organic search too. Once you’ve got an idea of the keywords and phrases that are most likely to drive traffic to your website, try to make sure that your website content is optimized for those terms. Go into your site copy and give each of your pages a “focus” keyword.
You can add your keyword terms to everything from the body copy for the page, to the headlines, URLs, and even the meta descriptions that show up underneath your URLs on the search engines. This will help you to drive better SEO results. It’s a good idea to make sure that the structure of your website is optimized for SEO too. Work with a technical expert to make sure that your sitemap is easier for the search engine bots to crawl when they’re looking for pages to index.
Step 4: Work on Your Link Strategy
Keywords aren’t the only thing that can affect your placement on the search engine result pages. Links from relevant and authoritative websites in your industry can also show the search engines that you’re a company worth taking seriously. The more you can gather high-quality inbound links from companies with the right background in your niche, the easier it will be to make your site appear popular in the eyes of Bing, Google, and other engines.
A good way to begin making your site more linkable is to ensure that you’re producing plenty of great content. Fantastic blog posts and articles will attract links naturally from other business websites. Focus on building content that answers the questions your customers ask about your industry most often. You can also list your business website on directory websites and forums. Just make sure that the directories you associate yourself with are high-quality. Finally, make sure that you spend time writing guest posts and contributing to other sites in the form of press releases and interviews. These are all great ways to get backlinks to your site.
Step 5: Manage Paid Search Campaign
Pay per click advertising is a great way to develop the ROI of your website and drive more traffic to your company. Unlike standard advertising where you simply pay for the exposure or “impressions” that your ads make on the search engines, pay per click only asks you to pay when someone clicks on your ads and goes to your B2B website. This means that you’re not wasting money on people who don’t check out your content in the first place. PPC is one of the core modules that is covered in the parallel profits training and can be completely outsource by their team.
The best way to boost your chances of success with a PPC campaign is to make sure that you’re bidding on the right keywords for your strategy. The keywords you choose will reflect the kind of customers you attract. Think carefully about the kind of things that your customers might search for when they’re ready to invest in your B2B solution. Remember to include a compelling call to action on the landing pages that your customers arrive on too so that they know which step to take next after they’ve arrived on your site.
Step 6: Make the Most of Google Services
Google can help to make your search engine strategy a little easier if you know how to use it to your advantage. This search engine provides a range of services that will help you to boost your search engine exposure. For instance, if you have a retail location that customers can visit, it’s a good idea to create a Google My Business page that shows off your phone number, location, opening hours and any other important data. Your listing will affect how likely you are to show up in search results for people in your local area.
You can also use things like the Google Keyword Planner to determine what kind of keywords and phrases you should be bidding for when you’re paying for your campaigns. The planner shows you the average volume that a search gets, as well as the level of competition it has from other companies in your industry.
Step 7: Constantly Measure your Success
Finally, as with any other marketing strategy, it’s important to keep track of your performance to see whether you’re having the results that you had hoped for. There are plenty of search engine marketing tools that you can use to figure out how much traffic you’re getting from your campaigns. However, it’s important to think about more than just traffic.
Find out if people are engaging with your content by clicking through to other pages, and make sure that you check your bounce rate. Your bounce rate will tell you whether people are clicking onto your website just to hit the back button straight away. If this is the case, then you might be ranking for the wrong keywords.