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BK Blog Post
Posted by Laura Callisen.
Laura Callisen is a freelance blogger and internet marketing consultant for many businesses. She is also passionate traveller and photographer. Currently, Laura works for Grab My Essay. You can talk to her on Twitter as well.
E-commerce has greatly diversified the current scenario of sales and marketing. That is an undoubtedly true. With the onset of such enterprises as B2B, B2C, and the likes, brick and mortar stores are likely to be phased out in the near future. Resultantly, there has been an uncontrollable growth in these e-commerce enterprises leading to high competition for consumers. This competition for the available consumers drives the need for search engine optimization so that more consumers may land into your page and not your competitor’s. Unlike the B2C enterprises, B2B (Business to business) enterprises have unique goals that target huge transactions between any two businesses. As such, they need a larger presence online for easier detection after search queries. B2B marketers need to come up with well-outlined strategies for site optimization so as to rank better on search engines such as Google, Bing or Yahoo. This post is well-designed, researched and compiled with some tips you could use to fully optimize your B2B site for better rankings.
1. Content Is King
I can barely stress enough the need for high-quality content. This content should target your specific business personas (which again mean you should fully understand them) and definitely add value to your relationship with them. It should be fresh, epic, unique, exciting, purely awesome and of high quality. In B2B models, you’re dealing with fellow businesses. These individuals are well established and are informed decision makers. You don’t expect to find these guys just surfing in popular B2C platforms. This means you also have to do your homework well and target the exact sites where they hang.
You also need to develop a content strategy for your campaign. According to Elisa Gabbert, your first step is defining and redefining your goals as a business. These determine the type of content to focus on. Now, there are various types of content that you can choose from. These vary from plain texts of product pages, articles, blog, forums, lists, and guides to sophisticated videos, infographics, images, slide shows and so on. After redefining your business goals, it’s time to think about your clientele. A clear understanding of the human aspects of running a B2B business is what distinguishes successful relations from poor ones. And you can be sure of a successful business when you have long healthy relations. Analyzing your clients will enable you understand their needs and segment them into manageable groups that you can effectively communicate with. After this, you need to create an editorial calendar. This keeps you and your marketing team abreast of any upcoming posts, helps you generate topics and so on. You can now publish your content and assess its impact by using such tools as Google Analytics to measure your metrics. Don’t forget to promote and market your content in the various social media platforms, other related blogs, and forums.
2. Relevant Keywords
Keywords are necessary for better optimization. A landing page with many keyword phrases and their corresponding synonyms has a better chance of higher rankings than that without. Additionally, keyword phrase research is of paramount importance when it comes to SEO optimization. You could always use a keyword finder in case you get stuck along the way. B2B businesses are less predictable when it comes to keyword choices compared to B2C businesses. Choose keyword optimized categories and topics. That way, you remain relevant and increase your chances of being found online. Just as a precautionary measure, learn about the appropriate use of keywords (when and how to place them). Avoid keyword cannibalization as it may detach you from the main topic. Instead, use keyword grouping after researching for the relevant keywords to use. You can optimize your site by inserting the keywords in the title-page, the URL, Meta tags, image paths and as the anchor text in links from other sites. Needless to say, you also need a keywords strategy for your site. Assaf Dudai from eTraffic demonstrates that a B2B keyword strategy entails a keyword pyramid that’s shorter with a wide base. This is unlike a B2C keyword strategy that’s tall with a narrower base. The wide base of the B2B business model is as a result of many keywords and terms with small search volume.
3. Social Media Integration and The Appropriate Use of Hash Tags
Social media has undeniably grown into wider spheres than we could imagine a few decades back. Now, the good thing about Google is that they use social media to rank websites. That is to mean social media presence is a MUST have for a B2B business campaign. Regardless, social media has grown into being a powerful marketing tool. It would be remiss for you to lack some social media integration. You can share your content on the relevant social media platforms. This is where understanding client needs and behaviors comes in. Your B2B clients are informed decision-makers so you’re likely to find them in professional social media forums and platforms. LinkedIn would be the perfect place to start your campaign. This does not mean you should not share it over other platforms such as Google +, Facebook, Pinterest, Instagram or Twitter. The trick is just knowing where your clients spend most of their time online and making your content shareable. For instance, you might have bumped into Volvo’s commercial featuring Jean-Claude Van Dame or one of the resulting memes that went crazy viral. The content could easily be photo-shopped resulting to those memes that went viral thus enticing people to go back and watch the original clip. Make good use of hashtags both online and in offline campaigns to maximize your presence online.
4. Review and Redesign Your Website
Websites are a good way to either encourage visits or discourage them. Continuous assessment and review of a website are necessary to improve user experience. A fast loading and responsive site is likely to attract more users, likes, and sharing. The homepage should capture a wide variety of search terms/ keyword phrases. Again, take care to link the critical pages to your main homepage. If it comes to redesigning your website, do not do away with the important keywords that contribute to better rankings. Instead, assess the pages that rank better and those that don’t then improve on the poor performers by adding some keywords wisely.
5. Put Some Money into Email Marketing
Remember what we said about segmenting your customers? Segmenting your clients depending on certain attributes or personas will come in handy when it comes to email marketing. The manageable groups can be informed via email than purely monthly newsletters that most of them do not even read. These emails are sent to the relevant contacts depending on their interests so you’d want to tailor each of them to specific groups of customers. Additionally, you’d want to make use of automation software to make the work easier for you and reduce the error rates.
The competition is really heating up so you want to stay ahead of your competitors. It’s time to adapt the simple strategies outlined above. Invest in high-quality content, social media integration, keyword research, refining your website and finally email marketing. I guarantee you a considerable return on investment.