As a B2B brand, you’ve probably noticed the competition for customers is becoming stiffer with each passing day. To stay ahead of the competition, you must know your way around B2B marketing.

However, with ever-changing trends, technologies, and techniques, B2B marketing can be quite complicated.

That’s why it may be time to consider outsourcing to people who live and breathe B2B marketing.

 

What is B2B Marketing?

B2B marketing refers to any marketing strategy to attract and convert other businesses (or organizations) into your customers. This kind of marketing focuses on targeting the needs, interests, aspirations, and challenges of individuals (B2B buyers) tasked with making purchase decisions on behalf of the organization. This makes the organization the customer, and not the individual making the purchase decision.

 

The Top Critical Component of B2B Marketing: Data-Backed SEO

It’s impossible to talk B2B marketing (or any type of marketing) without including search engine optimization (SEO) in today’s digital world.

That’s because the way B2B buyers make purchase decisions has significantly changed over the past few years. Before, it was a matter of visiting a local store (or calling) and talking to a sales rep concerning their purchase. 

Today, things are different. 

And the biggest difference is that SEO plays a more significant role in the B2B buyer journey than before. Here’s why:

  1. According to research by Gartner, relevant and helpful information can 2.8X increase purchase ease and 3.0X the size of purchases.
  2. B2B buyers are increasingly choosing to research products online before settling on a solution.
  3. 75% of B2B purchases are made online.

As you can see from the data above, inbound marketing plays a critical role in B2B marketing. That’s why you must focus on creating SEO-optimized content.

There’s no denying it, B2B brands must invest in attracting organic traffic from Google and other search engines. The only way to acquire quality leads in today’s digital-first environment is to invest in attracting quality website traffic. 

 

How to Boost Your B2B Marketing with SEO

One common thread between B2B and B2C marketing is that you’re still marketing to people at the end of the day. The only difference is that in B2B marketing, you’re trying to reach people who make decisions on behalf of their organization.

So how do you leverage SEO to boost your B2B marketing?

Start With Keyword Research

Keyword research is the pillar of all SEO activity. It involves finding keywords and phrases B2B buyers in your niche use to look for your product/services.

When conducting keyword research for B2B SEO, you must target low-volume, high-value keywords. This is because the B2B space is small, and therefore you shouldn’t expect to find high-volume keywords. However, the keywords most used by your target audience are of high-value as one deal could bring in a lot of revenue for your business.

Besides using a keyword research tool to find keywords you can rank for, other keyword research strategies include:

  • Check out the competition. Note what keywords are bringing in traffic and revenue. Your competitors are the best source of keywords as you can see the results they’re getting.
  • Spy on complementary businesses. Complimentary businesses are those in the same industry but not direct competitors. Because their customers could also be your customers, check out the keywords they are ranking for.

Uncovering the right keywords will make a world of difference to your marketing. That’s because the right keywords will help you increase your website traffic.

Determine Search Intent

Search intent simply means the reason behind the user’s search. Understanding search intent helps you create content that will satisfy your target audience’s quest for finding a solution to their problem. Depending on which stage of the buyer journey users are on, their search intent will fall under one of three:

  • Navigational intent. Buyers with this type of search intent already know which web page they’re looking for. 
  • Informational intent. B2B buyers with this type of search intent are on the research stage. They want as much information as possible to help them move to the decision stage of the buyer journey.
  • Commercial intent. These users are planning on purchasing soon and are checking out their options.
  • Transactional intent. At this stage, buyers are ready to make a purchase.

Armed with your keywords and search intent, you can now go ahead and create your content.

Create SEO-Optimized Content

Content marketing has become one of the pillars of B2B lead generation strategies. Remember, most B2B buyers prefer to research products online before making a purchase. Leverage this to create content that attracts, engages, and converts B2B buyers.

Some of the content types you must create to boost your B2B marketing include:

Cornerstone Content

Cornerstone content, also known as pillar content, is evergreen content designed to rank for broad keywords in your niche. Its primary focus is to capture top-funnel traffic and educate them about a particular topic in your niche.

Product Reviews

One stage most B2B buyers pass through on the buyer journey is the comparison stage. They want to know how your solution stacks up against the competition. So give them what they want and create product reviews that compare your product to competing products.

Tactical/How-to Content

This type of content dives deep into how users can solve a problem using your product. It shows buyers that your product delivers on what it promises.

Case Studies

Case studies and customer stories are great for showing your product in action. These are effective as bottom-of-the-funnel content where search intent is transactional. Case studies are also great for building trust with prospects.

Product Demos

As with case studies, product demos are great for converting prospects into customers as they showcase how your product works to solve customer problems.

For your content to be effective, design a content strategy that includes different kinds of content that meet each type of search intent. 

Build Backlinks to Your Content

A B2B SEO strategy can’t be complete without link building. That’s because backlinks:

  • Help with rankings. Backlinks (other websites linking to your content) are like a vote of confidence from other websites and show that your website has valuable content. Because of this, search engines will rank your content higher. 
  • Drive traffic. When other websites link to your content, you tap into their traffic.

To build relevant and quality backlinks, you must publish guest posts on relevant publications. Another way is to run link building outreach campaigns.

 

Thinking of Outsourcing Your B2B Marketing? Here’s Why You Should

It’s a lot of work. That’s the honest truth. A lot of time and energy goes into running a successful B2B marketing campaign. 

If you’re thinking of outsourcing, you’re taking a step in the right direction. Here are a few reasons why:

Cut Costs

One of the main reasons you should consider outsourcing your B2B marketing is that it can save you a lot in staffing expenses. Take, for example, the fact that the average annual salary of a marketer is $65,834. And it would take more than a single marketer to handle a comprehensive B2B marketing campaign.

Outsourcing your marketing to an agency will cost you less than the annual salary of a single marketer. And you get an entire marketing team. The savings you make from outsourcing your B2B marketing alone are worth it. 

Get Expert Talent and Up-to-date Tools

Another good reason to outsource your B2B marketing is you get access to expert talent. This is important as the marketing world is always changing, and keeping abreast can both be expensive and time-consuming. These changes apply to both the talent and the tools needed to execute successful marketing campaigns.

Outsourcing your B2B marketing means you don’t have to upgrade your tool-stack. You also don’t have to invest in continually educating your in-house marketers. As a result, you save the time and the resources required to do so.

Frees Up Your Time So You Can Scale Your Business

One of the most significant advantages of outsourcing your marketing is that it frees up your time so you can focus on other activities at the core of your business. Most importantly, it frees up your hands so you can scale your business. Consequently, it also becomes easier to scale your marketing when you leave it in the hands of a dedicated agency.

Improves Lead Quality

Another reason to outsource your B2B marketing is that you get consistency and an improvement in the caliber of your campaigns. This is because agencies have better insights into markets, marketing strategies, and marketing platforms. This insight lends itself to creating more personalized and targeted campaigns. The result is that the quality of your leads will improve.

 

Outsourcing Your B2B Marketing — Good for You (and Your Sanity)

Outsourcing your B2B marketing is probably the best decision you can make for yourself and your business. Sure, you can do it yourself in-house. But why should you when you can partner with a team of dedicated marketers?

If outsourcing sounds good to you, then get in touch. We’re more than happy to help you take your business to the next level.