“Customer experience is the new marketing battlefront.” – Chris Pemberton
In order to provide a superior experience to customers, businesses acquire relevant information to understand their experiences, as well as the buying journey.
By mapping your customer journey, you get a complete picture of how prospects and customers are interacting with your business.
However, the buyer’s journey can be complex and long, and mapping it is critical to drive an effective marketing campaign.
In this blog post, we look at effective B2B SEO strategies to enable you to drive business growth.
Let’s get started!
Which Strategies Should I Follow For Effective B2B SEO?
1. Create Detailed Buyer Personas
If you’re familiar with your target audience and their needs, you’ll be better prepared to plan marketing strategies.
Writing buyer personas in detail is crucial in order to develop a successful B2B SEO strategy.
Did you know that 44% of B2B marketers use buyer personas?
Tools such as ‘Make My Persona’ are helpful in creating detailed personas for your target audience.
Once you are done, build a phased strategy that targets different types of buyer personas.
This is because a standard approach doesn’t work for B2B SEO.
2. Understand Your Sales Funnel
Approximately 73% of leads aren’t actually sales-ready.
Without an effective sales funnel, it’s not possible to convert leads and prospects into sales.
A thorough understanding of your sales funnel will enable you to find buyer keywords.
This means that your marketing team needs to engage with leads and move them down the sales funnel.
Collaboration between the marketing and sales team will enable you to understand the working of the sales funnel and answer questions such as:
a. How did customers find out about our business?
b. Which are the most successful touchpoints of our sales funnel?
c. Key statistics:
i. Customer Lifetime Value
ii. Customer Retention Rate
iii. When and Why Leads Chose to Opt-Out
3. Conduct Keyword Research
Did you know that 39% of B2B marketers find keyword research to be one of the top challenges in implementing effective SEO?
Keyword research in B2B marketing revolves around buyer personas and targeting buyers at different stages of the sales funnel.
Digging deeper and targeting buyer personas by looking for business-related search queries will enable you to drive organic growth.
Categorize keywords aligning with every phase of the sales funnel under different types of search intent, followed by a strategy to target those keywords.
Building topic clusters is also an effective B2B SEO strategy.
Topic clusters begin with robust pillar pages, and include related web pages.
Topic clusters will enable you to target buyers at different stages of the sales funnel and keep content resources organized.
4. Optimizing Landing Pages
The average conversion rate for landing pages is 9.7%.
Optimizing landing pages for conversion requires a methodical approach.
Here are four tips to enable you to build SEO-friendly landing pages:
a. Use unique and long-form content
b. Place keywords in headings
c. Go for simpler forms-to-fill
d. Use targeted calls-to-action (CTAs)
5. Craft a Scalable Content Strategy
When it comes to content creation in the B2B industry, it all boils down to providing your target audience with a myriad of content formats.
These include blog posts, podcasts, case studies, webinars, videos, and more.
Publishing high-quality content will draw your audience and people will link to your content pieces.
Consequently, you’ll start ranking higher on SERPs.
6. Earn Backlinks
Once you’ve created top-notch content, marketing it is essential.
Along with sharing and promoting content on your social media handles, link it to other websites, as well.
This is because backlinks have a huge impact on search engine rankings.
Follow these B2B link-building strategies:
a. Target industry-related influencers for the digital PR of your content.
b. Use simple tools that people can link to. For instance, Freightos, an SaaS enabled marketplace model, introduced a free Freight Rate Calculator to calculate air and sea shipping rates. They earned over 200 backlinks.
c. Work with strategic partners on their partner pages. B2B companies sometimes have a separate page with links to partner websites.
In this blog post, we looked at effective B2B SEO strategies to enable you to drive business growth. Focus on customer pain points, and convey to your target audience that you have the answer to their queries.
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