Source: https://unsplash.com/photos/KE0nC8-58MQ
The online market is constantly changing. Businesses are in
a rush to adopt new technologies so that they can not only remain relevant to
their target audience but also have an opportunity to outrun their competitors.
B2B companies that create products or services that will aid
other businesses on their journey know that the competition is fierce. They
also understand that their potential clients know what they want, and they
won't waste too much time browsing around.
So, how do you make sure that you have as many potential
leads as possible?
Simply put, you take them to your website, where they can
get all the information they need. However, that part is the tricky one because
you can't simply expect people to stumble upon your website.
Instead, you have to grab their interest and show them the
way. That's why it's important for your B2B company to develop an efficient
marketing campaign that will drive more traffic to your website.
With that in mind, here are a few important ways on how to
drive more traffic to your B2B website.
1. Create an effective landing page
Before you start working on driving more traffic to your
website, consider what your leads will do when they land on your pages, to
begin with. A high amount of traffic doesn't mean much if your bounce rate is
high as well.
Therefore, once you do start generating more traffic, you
want to ensure that your website visitors will actually remain on your website
to explore further. That way, you actually have increased chances of improving
your conversion rates.
This is why it's important to create effective landing pages. Their purpose is to capture the attention of anyone who lands there and
encourage them to stay. But what are the elopements of an effective landing
page? Here are a few examples.
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A unique selling proposition.
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A hero image or video.
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Well-designed layout of a page.
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The benefits of your product or service.
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Some form of social proof.
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A unique call to action (CTA).
If you don't know how to create such a landing page
yourself, you can always find an expert to do it for you.
If you happen to operate in Illinois, for example, you will
certainly be able to find agencies that specialize in web design in Chicago. It's recommended that
you work with a local company because you can communicate and collaborate with
them seamlessly.
2. Content marketing
Content is one of the most important marketing strategies
for every company. Moreover, content is one of the most efficient methods for
driving traffic to your website.
But what is so special about content that B2B marketers find
useful?
For starters, 91% of B2B marketers use content to spread the
word about their company. If anything can help your company gain the necessary
exposure, it is content. However, not just any content will do the trick.
Your content must be high-quality and highly relevant to
your potential clients. Otherwise, it won't have the necessary impact. So what
kind of content should you create for your target audience? Here's an example.
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Ensure that your content reaches key decision-makers.
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Write complete guides.
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Publish industry case studies.
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Send weekly newsletters to potential leads.
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Consider B2B video content.
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Try focusing on commercial intent keywords.
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Always be on the lookout for fresh topics.
B2B content may not be as popular as B2C content, but then
again, your target audience isn't average consumers.
So don't worry if your content doesn't gain much popularity
right from the start. The key is to reach a specific audience that is interested
in your products or services, not to ensure that your content goes viral on
social media.
3. Leverage social media
Speaking of social media, B2B content isn't all that much
popular on social media networks. B2C content is shared 9.7 times more than B2B
content. That's because B2B content lacks the necessary entertainment that B2C
content usually has.
But that shouldn't concern you because not every social
media platform is right for your business. Instead, try focusing on LinkedIn.
LinkedIn is the B2B social media platform, which is why 81% of B2B marketers
use this network.
Your efforts may be fruitful on other platforms, such as
Facebook or Twitter, but you shouldn't prioritize them over LinkedIn. The main
reason is that this social media platform has the organic reach that you're
looking for.
After all, other businesses and individual entrepreneurs are
present on this platform and they are the ones that are most likely to be
interested in what you have to offer. You can even create specific marketing
campaigns for LinkedIn alone. Here are a couple of examples.
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Publish articles.
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Use text ads or message ads for lead generation.
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Leverage sponsored content.
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Build brand awareness.
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Research potential clients
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Create buyer personas.
LinkedIn has the right tools and methods to help you boost
your B2B marketing and drive more qualified traffic to your website.
4. Create a blog
When it comes to content, B2B marketing differs from all the
rest. As a matter of fact, 70% of B2B customers tend to consume content
directly from a vendor's website.
Having a blog is an excellent way to provide additional
content to your target audience and drive more traffic to your website at the
same time.
That being said, B2B companies that have a blog tend to
generate up to 67% more leads than companies without a blog. So, what is it
about blogging that's so important in the B2B world? Here are a few things to
consider.
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Blogging improves your search engine rankings.
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Blogs provide means for 24/7 communication.
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A blog helps you attract more qualified leads.
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Blogging improves conversion rates.
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A blog is cost-effective.
However, a blog is not something where you'll cramp up all
your content. Your blog needs to be well-designed so that it will complement
your website.
Just like with your website, finding a local agency to
assist you is very important. Therefore, if you operate in California, for
instance, a company that's an expert on web design from Los Angeles can help
you out with your blog's design.
After all, you have to encourage potential clients to stick
around and explore your content. Regardless of how great your content may be,
no one will stay for too long if your blog isn't designed well enough.
5. Leverage SEO (Search Engine Optimization)
As mentioned before, the online market is very competitive
these days, and it's filled with all sorts of companies competing for their
place in the spotlight. The B2B environment is no different. There are many
competitors out there who are trying to snatch your potential clients right
underneath you.
That's why it's important to be creative and innovative to
drive more traffic to your website. That's where SEO comes into play. SEO helps
you rank well on search engines, such as Google. Unfortunately, many B2B
companies disregard SEO because it's a long-run strategy.
In other words, SEO takes some time to produce viable
results, but once it does, the results can be quite impactful. That's why you
shouldn't be so quick to neglect this cost-effective marketing strategy. Here
are a few things SEO can help you with.
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Improving online visibility.
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Increasing brand awareness.
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Ranking high on SERPs (Search Engine Result Pages) for
related keywords.
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Improve your domain authority.
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Boost your company's credibility
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Drive more organic traffic to your website.
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Acquire more qualified leads.
It all comes down to properly optimizing your website and blog so that
search engines can crawl and index your pages. Here are a few ways you can do
that.
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Technical SEO - Improves your website functionality and
performance, thus improving customer and browsing experiences.
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On-page SEO - Helps you optimize your website and
individual pages for search engines.
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Off-page SEO - Allows you to generate exposure for your
company and your content through activities, such as link building and guest
posting.
If you dedicate enough time to create a great SEO strategy,
you can easily outrun your competitors.
The more visible your B2B becomes, especially on search
engines, the more traffic your website will favor. More importantly, it's not
just any traffic but organic traffic. That means that all the website visitors
that come your way are already interested in what you have to offer.
Driving more traffic to your B2B website isn't easy.
Moreover, it's not something that can happen overnight. That's why it's
important to create a truly effective marketing campaign that will help your
B2B company send the right message to the right audience.
Once you've established enough exposure for your businesses, more traffic will start coming to your website from various relevant sources.
Author bio
Ellie Northcott is a long-time marketer, currently working as a
freelancer in Miami, Florida.
Editor at Digital Strategy One.
She is also a passionate writer and loves to explore new, innovative and
digital news.
In her spare time, she is an eco-activist.
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