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Why B2B Companies Need Search Engine Marketing
When there is a need to plan the marketing initiatives, you need to take the view that SEM is the most crucial aspect in the B2B environment for generating leads. It is mainly because 71% of B2B researchers start with the generic search, and about 90% of the B2B researchers prefer to do online research for business purchases. Most of the B2B purchasers don’t prefer to speak to the salesperson until they have conducted their own research regarding the business.
Search engine marketing for the manufacturing and B2B companies is all about getting in front of the clients at the moment when they research for your products or services on Google and other search engines. However, you need to know how you can take complete advantage of the search engine marketing and outshine the entire competition with the appropriate strategies. Check out the seven steps that will provide the right path for the success of B2B search engine marketing –
Step 1 – Define an Effective Strategy
The B2B and manufacturing companies often dive into search engine marketing without a consistent strategy but avoid falling into this trap. You need to be on the relevant track while defining your target audiences thoroughly, identifying their requirements and motives, and highlighting how your product can be the solution to your customers' needs. You need to examine your company's situation in the marketplace, look for the top competitors and your company's competitive advantage to grab the opportunity. Finally, you need to identify the specific goals that include the search rankings, the increments in website traffic, sales lead volume, and other ROI metrics that allow you to measure your search engine marketing campaign's success. The strategy forms your campaign's foundation and provides you with a path leading to the business's success.
Step 2 – Choose the Best Keyword Phrases
The essential step in search engine marketing is to choose the most important keyword phrase for your company strategically, but if you are not performing this step appropriately, your search engine marketing campaign can fail. When choosing the appropriate keywords, it is essential to choose the phrases relevant for your business and get research more often by your target customers, for which you need to stand in the shoes of the customers. You need to ask your salespeople and customer service people regarding the phrases that people use while making purchases that can best fit for doing research. You can use the keyword research tools provided by Google Ads, Moz, SEMrush, HubSpot, and others when you need to create a list of highly searched terms that will drive targeted traffic to your website.
Step 3 – Optimize Your Site for Organic Search
When you become aware of the keywords throughout the buyer's journey, you need to put them to work, so you need to make sure that your B2B website content is optimized to take advantage of those important phrases. You need to begin with your site copy - to provide the information that people are researching for their queries. You need to be sure that you are skillfully working on your site copy to successfully market your business while using the important keyword phrases in an efficient manner. Further, you need to focus on your website structure, the code that is given under the hood of your website that the search engines see when they crawl your website, but you need to make sure that the website is crawlable to ensure that all content gets indexed with the top search engines Google and Bing.
Step 4 – Manage an ROI-driven Paid Search Campaign
Pay-per-click advertising in the advertised links search results provides a compelling ROI-driven marketing opportunity, and same as the traditional advertising, where you are paying for the exposure regardless of the results; with PPC, you are not paying to get listed for the search results. When you need to manage an ROI-driven paid search campaign, you need to bid on the most relevant keywords, but avoid picking terms depending on their popularity alone. You need to make sure your product offerings can deliver the interest to the searchers, and you can tie your bidding strategy to your business results. Instead of just considering cost-per-click, you need to think about the cost-per-lead and cost-per-sale as in various cases, even an ad at a lower position produces the higher ROI.
Step 5 – Measure Success
With all marketing activities, it is essential to measure the success to know how appropriately you were performing in the past, as well as identify suitable strategies to improve the results in the future. Since B2B is all about attracting the targeted traffic, you need to begin with leveraging web analytics to monitor the traffic increase from searches, as well as time-on-site, visitors analysis, and more. When you need to make sure that the targeted visitors' volume is increasing continuously, you should monitor your position or ranking on the search results. You should check your position in Google and Bing for the most important keyword phrases to check how well you are trending upward towards a top 10 ranking.