The biggest challenge for B2B marketers is generating targeted SEO traffic. Selling to companies is perceived to be a difficult task as the investment is significant and the buyers are not likely to rely on search results. Matters are further complicated by the following factors that pose hurdles in generating qualified traffic for B2B businesses.
When Your Niche Becomes Your Biggest Obstacle
If your business sells specific products and services that cater to highly specific problems, the chances are that your target audience is a small number and this may have you struggling for leads. For example – If I am an HR consultancy selling software solutions, I am likely to receive some solid leads, but if I narrow down my niche to precise features and functionality, it will bring down my target audience to a small chunk.
Apart from a limited reach, the next big challenge is your competition. SEO has expanded its reach to every business and it is quite possible that your competition is trying hard to tap your prospects by updating title tags and checking the box. Every business big or small is trying hard to rank high and this will again impact your search volume.
The Ever-Evolving Google Algorithms
Gone are the times when you could create a page that bragged about your sales and your high-quality services and load up some low-quality links to the page you have created to rank well. Google has started rewarding all types of listings based on what is the best for the user. This can actually make it a little too tough for you to push the page up on Google rankings. Even if you get the content to rank high, it is likely that it may not convert.
So how do you deal with a situation that has you trapped on every side? High competition, low rankings, and changing algorithms eventually leave you with lesser leads.
Take a look at these powerful B2B tactics you can capitalize to increase relevant traffic and generate qualified leads.
If You Want To Succeed Shift Your Focus From Keywords To People
Put your customers first and not your keywords. Identify the consumers who are proactively looking for your services and don’t restrict your research to high ranking keywords. According to my hypothetical example of an HR consultancy, my target audience will be HR professionals and I want them to visit my website. For this, I would have to identify their needs and ask myself the following questions:
What are challenges that HR professionals face every single day?
What is the type of content that engages most of them?
What can I do to solve the problems they face?
How can I reach out to my audience and create content that is actually beneficial to them?
When you answer these questions, you will get valuable insights into your consumers’ minds. The answers will open up new avenues that will make it easier for you to reach out to your target audience and rank well. Take a look at these five fantastic ways to get you started with a compelling B2B marketing campaign:
Get in touch with the people you are targeting
Connecting with your customers and prospects can give you valuable insights into their problems, preferences, and priorities. You can use surveys to identify their needs and accordingly improvise your products and services to meet their requirements and attain your sales goals.
Take a look at the seminar agendas to identify opportunities
Identify the events, workshops, and seminars that your target audience is likely to attend. In my case, I would look for the events that would interest an HR professional. Having studied the different seminars and symposiums my target audience participates in I will come up with a few common topics which can be used in preparing fresh and informative content.
Find out blog forums that offer solutions
Having a support forum on the company website is a great idea to staying connected with existing and prospective clients and resolving their issues. If it is not possible to create a support forum on the website, you can use different Q&A sites to study the problems faced by your niche segment and cater to their common issues through an onsite blog. You can address similar issues in your help section and plug the subdomain into a competitive keyword research tool like SpyFu or SEMrush to identify the typical terms that can drive traffic to your website. Digging into the content marketing strategy of your competitors will help you come up with engaging topics.
Know the content your audience is actively consuming
Get to know your prospects well by knowing where they spend most of their time online. Identify publications, newsletters, and blogs that interest your prospective consumers. BuzzSumo will help you discover the most frequently shared content which can be effectively used to write about topics that appeal to your specific segment.
Tap the tools your target audience is using
While it is unlikely that you can solve every single problem that your audience is facing, you can always find ways and means to solve these problems in an efficient and timely manner. Find out the best tools and techniques to serve your audience better and present them in an engaging manner through the medium of content. You can partner with companies that are not competitive but offer other solutions that can aid you consumer when combined with your offerings. Helping your audience find some free tools and easy solutions will improve your credibility and make you a trusted resource that ranks well. So consume relevant content and share it with your prospects.
It is definitely not an easy task to generate high-quality B2B leads, but the right content marketing approach can boost your sales. Employ the above-mentioned techniques and drive relevant traffic to your website. These techniques are an excellent value addition to any online marketing campaign.
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