You can’t increase sales or grow a B2B business without a steady supply of quality leads. So, what are the best ways to drive B2B traffic to your website? Here are our top three must-dos to boost inbound traffic:
Search engine optimization (SEO) is vital
When it comes to increasing your website traffic, especially if you operate in a specialised market sector or your company offers niche products or services, SEO is a must. By targeting your business and industry keywords and optimising your content for search, your website will rank higher on Google and other search engines.
If a prospect doesn’t know where to find a specific product or service, the first place they’ll search is online. Think about it, how far do you scroll when searching for something on google? It’s likely you look at the top results only. Your customers will be doing the same, rarely clicking beyond page one to find what they are looking for. By implementing a strategic SEO plan that complements other marketing activity, your company can gain higher organic positioning on key terms that are important to your business, putting your company, products, and services at the top of search results!
The below image shows the importance of being in the top three search results, with position one getting 37% of clicks whereas position three drops down to 13%, and results positioned nine to ten, Click Through Rates (CTRs) fall below 2%.
An SEO audit will identify areas of improvement for your website on a technical level but also opportunities for optimising keywords that have the potential to reinvigorate your organic website positioning. By optimising your website content and utilising SEO best practices by focusing on creating content that complements your business keywords, your website will be better positioned to drive traffic and generate leads.
Consider using long tail keywords in your content to give you a competitive edge, allowing you to rank well in search for more relevant key business terms. For example, a term like ‘flooring’ will be highly competitive in search, driving high volumes of poor quality traffic. Instead, target key phrases like ‘grey kitchen floor tiles’ which will get fewer search queries, but they will be of a higher quality, and more likely to convert. It’s more cost effective to target long tail keywords instead of expensive highly competitive terms that result in poor quality traffic.
Using Social Media for Business
Social media is an excellent channel to communicate directly with consumers and is a must for B2B companies. Buyers use social media sites too just like any customer, so you shouldn’t ignore this highly effective inbound marketing channel.
Facebook, Instagram, and Twitter are part of the everyday for shoppers of all ages. But how can you use these channels to drive traffic and sell unsexy products like components, fixings, or ventilation? Surely social media isn’t the place to market these products, right?
Wrong. When part of an integrated marketing strategy, social media marketing can be more effective for increasing B2B traffic than B2C! With an abundance of opportunities, our recommended platform for B2B clients looking to explore social is LinkedIn. LinkedIn allows you to directly reach influencers and decisions maker and target specific companies, job roles, and people, providing you the opportunity to get up close and personal with the people that really matter to your business.
Utilising content creation and blogging
To generate valuable B2B traffic to your website, one of the best inbound marketing tactics you can use is blogging. It’s an excellent way to position your company as a market leader while increasing credibility, brand awareness and most importantly driving leads.
If your business offers a niche service or product, buyers are likely to research features and benefits online prior to contacting you. By writing content that answers questions you can immediately show expertise, experience, and knowledge, placing your company as an expert in your sector and standing out from the competition. By writing unique, educational, informative content that is optimised for your readers and search engines, a blog is by far the most effective way of increasing the right kind of traffic to your site while complementing your company’s SEO strategy. By creating content using SEO best writing practices, focusing on business and sector keywords and phrases, your blog will rank well in search and ultimately convert more visitors and generate more leads.
But how much content should you be creating? Publishing fresh, regular, in-depth content on your blog helps a website win a position at the top of search engine results. Google loves sharing new relevant content with its users, and better search positioning puts you one step ahead of your competitors, meaning more leads.
By focusing on these three key strategies and linking all marketing activities into focused cross-channel campaigns that meet your business goals, your company will be best positioned to grow and succeed.
Here at Rose Media Group we collaborate with clients to reimagine and define B2B content strategy, working together to achieve business objectives with focused integrated multichannel campaigns and strategies. Contact us to discover how we can help you achieve your business dreams through implementing an integrated plan focused on search, social media, and content creation to excel market positions and generate more business.