B2B Brands traditionally in the past have always been slow to adopt new marketing strategies and channels compared to their B2C counterparts. This slow adoption is real, even with SEO. Although most B2B Brands today recognize that SEO is essential, some still seem hesitant.
The relevance of B2B SEO, though, is telling:
- 61% of all B2B Decision-Makers begin their B2B Buyers’ Journey with an online search
- 71% won’t communicate with a sales team member until they have done their research
As the B2B Buyers’ Journey continues to shift online, old marketing strategies are becoming obsolete. This shift is real for all companies, whether they are B2B or B2C, and all industries. However, this shift is particularly glaring in B2B environments where B2B Decision-Makers are using search more and more to assist in their decision-making process.
Here are four reasons why B2B SEO is essential for B2B Brands:
1. Search Results Aren’t Crowded…Yet.
While SEO competition in B2C industries is at its height right now, the slow adoption of SEO in B2B sectors has created a strategic advantage. B2B Brands with better SEO are, without a doubt generating more revenue today. B2B Brands that deploy Content Marketing and SEO generate 67% more leads consistently every month than those who don’t. B2B SEO could be your most cost-effective marketing channel for lead generation because it isn’t a crowded space yet.
You can find out what the competitive landscape looks like in your industry by doing a simple search. Make a list of about ten terms related to your industry, company, and products/services. Then, search these terms to see what type of content your competitors are putting out and what kind of content your ideal prospects are engaging with the most. Another easy thing you can do is ask your sales team what questions they get the most from B2B Decision Makers.
Search those questions. If there isn’t an answer already out there, or if you think you can provide more value, create content around these questions. Use what you find to SEO and Content Marketing Strategy! Suppose you would prefer to outsource this work or want a more in-depth look. In that case, we offer an Industry Landscaping and Competitor Analysis Report in all of our SEO Campaigns.
2. You Can Increase the Value of Your Content.
The best way for B2B Brands to utilize SEO is to partner their efforts with a strong content marketing strategy. Your brand’s content should help position your brand as a thought leader in your industry and, more specifically, in the minds’ of your ideal prospects and clients. Suppose you’re already creating content materials online or offline (pamphlets, brochures, handouts, case studies).
In that case, SEO can substantially boost the value of each piece of content you are already creating and the potential reach.
3. Mobile Reach for B2B Brands Is Growing.
Mobile SEO can and does convert, even at times indirectly, and mobile site visitors are spiking. 60% of B2B Decision Makers report that mobile played a significant role in a recent purchase. B2B Decision-Makers are beginning to use mobile devices in the workplace more regularly. Mobile use at work has increased to three hours a day. By not optimizing for mobile, you are leaving money on the table.
How does mobile optimization vary from searching on a computer?
Long-tail keywords are even more crucial on mobile. B2B Decision-Makers on mobile are much more likely to search via voice, using an entire sentence that’s conversationally structured. If you used the above exercise, you’ve already worked out what these long-form questions are and worked the right responses to these questions into your content where possible.
Other factors that go into capturing B2B Decision Makers on mobile are fast load times and mobile-friendly user experience. Mobile is crucial for B2B Brands today, and its reach is day and night, no longer just business hours. Without mobile optimization, you could miss out on B2B Decision-Makers, who’re searching at work and during off-hours.
4. SEO Supports Your Sales Process.
SEO’s most critical aspect for B2B Brands is Thought Leadership and creating insightful content used during the B2B Buyers’ Journey or your current sales process. For example, suppose a prospect has a discovery call with a sales team member and does an internet search afterward. Will they find SEO spam, meaningless discussion board remarks, and articles that were copy and pasted and gently rewritten from another web page?
The prospect will find themselves gravitating towards your competitors if they see no significant Thought Leadership. Furthermore, the spammy content (or lack of content) will leave a lasting mark in their mind of your brand. On the other hand, if B2B Decision-Makers see you’ve written numerous industry-related articles, which gives a unique perspective or new statistics.
They will start to see your B2B brand as a thought leader and be more inclined to hop on the next sales call. Content Marketing and B2B SEO go hand in hand. Your brand’s focus should be on creating content that provides enormous amounts of value to your prospects and clients and, by doing so, increases your brand awareness and visibility. A person who is familiar with your industry ought to lead you B2B Brands content marketing strategy.
Suppose you don’t have the human resources internally to dedicate to the task. In that case, your B2B brand should partner with a B2B SEO Agency that takes the time to collect thought-provoking statistics and provide you with content that is significant to your prospects.
It’s time to add B2B SEO to your marketing strategy! B2B SEO isn’t yet as saturated as B2C SEO has become, so seize this opportunity for your brand’s advantage! If you haven’t already, create a content marketing strategy and optimize for mobile search. If you miss out on mobile SEO, your competitors who take on the opportunity will earn more brand awareness and visibility.