Over the course of the last two decades, digital marketing in the world of B2B sales have exploded.
Now, it’s almost impossible to run a successful business if you don’t have a basic understanding of digital marketing and the most effective strategies within it.
In such a fast moving, largely digital industry, staying on top of the best strategies to use isn’t always easy.
There are new tips, tricks and innovative ideas that are tested on the market every year, and others that disappear just as quickly as they arrived.
However, one strategy that has stood the test of time and proved to be a powerful strategy for B2B marketers everywhere is search engine optimization.
This strategy involves optimizing web pages using a number of different methods to make sure you rank high in search engine results for specific keywords.
Most marketers have heard of this strategy, but the reality is that it takes hard work to implement and see the results you’re looking for (aka, it does NOT happen overnight).
With that being said, we definitely think it’s worth the time to invest in SEO, which is why we’re naming it the most powerful strategy for B2B businesses in 2019.
Here is everything you need to know about how re reached this conclusion, and why you should implement SEO for your B2B business today.
Search Engines Bring The Most Organic Traffic To Websites
One of the most powerful tools in B2B marketing is online traffic to your web property. The more qualified traffic you have, the more successful your marketing efforts will be.
Some B2B businesses have found success on social media platforms like Pinterest and Instagram, but it’s absolutely essential that most of your attention is focused on SEO.
In fact, SEO is a key strategy for most successful marketers because it allows you to drive organic traffic directly to your website.
You might not think this is a big deal, but when you consider that there were over 63000 searches per second on any given day in 2018, it’s something you need to take advantage of.
Using researched keywords, both longtail and short phrases, can prove invaluable in the world of online digital marketing.
SEO Provides Targeted Traffic
You shouldn’t be focusing on SEO just because it brings organic traffic to your website.
SEO is also great for B2B companies because the traffic you receive will be targeted, with your web pages being found by those genuinely interested in your industry, products or services.
Obviously with so many searches being made every second, there may be some curious website visitors, but the vast majority will be visiting your website because they want to learn more about what you’re talking about.
This is extremely important to consider when, according to Moz, the average search session lasts less than a minute, giving you a minute amount of time to catch the attention of your target audience.
SEO In B2B Marketing Can Profit From Low Volume Keywords
One of the ways SEO is powerful to B2B marketing efforts in particular is that it allows you to profit from low volume keywords.
This is different from B2C companies, where competing for high volume keywords is the main goal, and one that even many B2B companies needlessly chase.
Instead of doing this, stop fighting things and go for the more specialized keywords. You need to find out what your audience are really searching for.
Having this information will allow you to provide real value towards those that need them, even when you aren’t appearing in the best search results.
Better yet, with less competition, it’s far easier to appear at the top of search results, which is always a bonus.
It Has A Long Term ROI
Digital Authority Partners explains that the priority of B2B companies should lie with the ROI a specific product, tool or service can bring to an organization.
The good news is that SEO can provide extremely high ROI, in the long term as well as the short term.
This is because the weeks and months of effort you put into practicing SEO will build up your authority with search engines, allowing you to gain more traction as time goes on.
In fact, using SEO is far more successful than other advertisements, with Website Magazine suggesting that SEO brings in 6 times the number of leads that SEM does.
If you continue to update your content over time to make sure it relates to the keywords you are using and is still the most informative thing in your industry, you are likely to reap even more ROI benefits.
This is because your article will remain high up in the search results for longer periods of time, and you will be labeled as a front-runner in your industry in the eyes of search engines like Google.
Gives You Access To A Larger Market
SEO definitely isn’t the only way to gain access to a larger market if you’re operating within the B2B market.
Things like social media are also used by a number of businesses throughout the world, and can go some way into helping you gain networking connections.
With that being said, many social media websites have restrictions that mean they don’t work in certain countries.
One such instance of this is China, which has a booming B2B market but no access to many traditional social media websites used in the western world.
Despite this, they account for 3.6% of Google visitors, making them one of the top visitors from across the globe.
By using SEO to target these B2B customers, you are giving your business the best possible chance of getting in front of some of the biggest markets in the world.
If you’re looking for a B2B marketing strategy that will provide you with instant results, SEO may not be the right option for you.
Given the patience and nurturing this strategy needs, however, SEO could land yourself with significant conversions that continue bringing you results for a long time after you’ve optimized a webpage.
Considering B2B businesses are all about calculating the best ROI possible, we definitely recommend giving this a go and seeing if you can make it work for you today.
This article is contributed by Codrin Arsene @ Digital Authority Partners