If 49% of marketers say organic search delivers the highest ROI of any other digital marketing channel, then every business should adopt a content strategy to ensure search engines can find content easily.
It’s also worth remembering that when customers search for a product or service, they might not be looking for your company. They will want to view a selection of similar businesses to yours so by providing targeted and highly informative content you increase your chances of turning B2B prospects into buyers.
But how do you optimise your B2B content to a) set your business apart from your competitors and b) ensure you get more followers, engagement and sales?
Let’s set out 5 easy steps to make your content visible on search engines and help buyers find your company.
1. Buyer/Role Persona
A successful B2B marketing plan first requires developing a buyer persona so that you better understand who your customer is and how best to communicate with them by creating content that will address their specific wants and needs. In B2C, these persons tend to focus on highly individual characteristics while in B2B it can be better to focus more broadly on characteristics of a broader range of individuals that might the same role.
TPM offers an excellent approach to creating an ideal B2B customer profile and you can build several different profiles to represent the types of customers requiring the product or service you offer.
Remember, the art is in the detail (😉) so when building buyer profiles add
the industry they work in,
their role and organisation,
Their goals and objectives,
and the social channels they are most likely to use.
This all helps inform who your customers are so your team is not marketing blindly and can create targeted and detailed content that will leverage more opportunities for engagement.
Here is a great example of one Buyer Persona to demonstrate the precise detail that goes into building profiles to represent your target customer base.
2. Keyword research
In the SEO sphere, much noise was made about the launch of Google’s Helpful Content Update which aims to prioritise quality content written for human consumption over content written primarily for searchability and bots. But the fact remains that keywords are still crucial in helping you rank in search engine results pages.
And utilising relevant keywords in well-crafted blogs and on your website will inform search engines about the content of your page. However, you don’t need to overload on keywords. Well-placed keywords used in titles, headings and intros will suffice.
Keyword research tools like Answer The Public and SEMrush will help you identify the keywords and maximise your chances of getting your content seen.
3. Paid Advertising
You can fast-track your content strategy by investing in Pay Per Click, where your business will be charged only when a user clicks on your ad or Pay Per Impression, where charges are applied based on the number of impressions, or views, your ad receives.
Paid advertising is beneficial if you want to increase your exposure and expand your reach. It can generate high-quality leads much faster than an organic content strategy and support your digital strategy by allowing you to analyse in real-time how your campaigns are performing and which ads are driving conversions.
4. The power of a CTA
With a clear call to action, you are simplifying the decision process for the prospect or customer. A good CTA will guide your prospect through the buying journey with ease and a simple directive like Buy Now will tell the prospect exactly what to do next mitigating the risk of the visitor clicking off your page.
5. Track and measure your performance
Tracking how your content performs will impact the future content you create. And Google Analytics is a brilliant resource tool that will provide valuable insights to understand and optimise your content based on performance.
Understanding your traffic, whether it is organic, direct from visitors going straight onto your site without any search activity, or from paid advertising will provide valuable information on the type of content that is yielding the best results and the social channels your content is performing optimally on.
A robust digital presence is everything!
For many businesses, online visibility is an important factor in driving business success. So it makes sense to continually optimise and produce freshly updated content that will make your pages more discoverable, improving your SEO and driving more traffic to your website.
Consider updating, or adding, testimonials and case studies on your website to illustrate the quality of your product or service and the positive experiences your customers have of working with you. Nothing builds trust faster than a customer heaping praise on your company and once you have a potential buyer’s trust you’re on track to building a long-lasting relationship.
Content optimisation is something that needs to be part of every digital marketing strategy. It will help improve your rankings, supercharge your marketing efforts and ultimately drive an increased number of sales, and engagements. 😉