Is your website currently getting zero traffic or sales? Maybe at first you thought it was just a glitch or fluke, but as days rolled on, still your total number of hits remained at zero. This is a problem. Fortunately, there are many new ways for you to get the word out about your website, to find potential customers and convert these leads into sales.
These days, there is a vast array of online marketing methods available. Many are also affordable and easy, improving a business’ ROI. One of the easiest ways to assess whether your online marketing techniques are working or not is to see how much traffic your website is receiving. You can look at the number of visitors, pageviews, or other variables to assess this.
Now, if you aren’t seeing an increase in website traffic despite your best marketing efforts, it might be time to try something new. There are several ways to increase your B2B website traffic, such as blogging, SEO techniques, social media, and targeted content.
Remember, B2B marketing is business to business marketing. This means you are looking for the decision makers of other companies who may want to use your business’ services or goods. You are not targeting the individual consumer here – that marketing cycle looks different, as individuals are likely to make impulsive purchases and businesses are likely to take a more calculated approach.
B2B buyers want helpful and information-based content to push them to buy from you, you need to meet their needs and show them you’re the best, but how? Here are 4 easy ways you can start driving more traffic to your B2B website immediately.
Get in the SEO Game
SEO stands for Search Engine Optimization, and if you don’t know about it yet, it’s time to learn! SEO marks your website out from the competition and makes it easier for potential leaders to find you. How does it do this, you might ask? Well, by optimizing your website, it will rank higher in search engines like Google, Yahoo, and Bing. To get your web page higher in the search engine page results (SERP) you need to know about your customers, what they are searching for and specifically, what keywords they put into Google to conduct these online searches.
You don’t just want to boost your traffic, you want to boost high quality, relevant traffic. You want to be upfront about what your website offers, because you want to get the right people to find it. And SEO greatly helps you with this.
SEO may seem out of your realm and just plain scary, but here is a useful Beginner’s Guide to SEO Success.
Blogs are twofold – they can be used for SEO (what we just mentioned above) by placing a few valuable keywords within them (beware of ‘keyword stuffing’, the act of writing ‘blog posts’ that consist entirely of commonly-Googled phrases in an ill-advised attempt to boost traffic - this will get you nowhere and might even get your site removed from Google).
Blogs can also be used to answer questions that current and potential customers are asking. Imagine a blog post that acts as a Q&A for all potential queries and worries, putting your B2B buyers’ minds at ease and showing up high in the SERP. Win win!
If you are in a less competitive industry, it might be cost effective for you to use tools like pay-per-click. This is if hardly anyone else in your industry is using these tools. This is a useful article to Learn the Basics of Pay-Per-Click (PPC) Marketing.
But if you are in a saturated market, blogging alone should prove highly profitable. If you don’t know what to blog about, try using customers’ frequently asked queries from social media and phone as your blog post titles.
Also, try working calls-to-action into your blog posts. When talking about a problem in your post, try casually linking to one of your relevant products, saying something along the lines of, ‘Our product, which you can buy here, solves this.’ Many readers prefer the non-commercial, less in-your-face tone of this subtle marketing.
After taking a look at your competitors’ blogs, if you identify a topic that most of them forget to or are too afraid to talk about, get in there! A unique blog post that addresses what your customer really wants will bring the best traffic to your site for a very long time.
But one thing you’ve got to do is keep your blog on the same domain as your main website. This is a good way to build up internal links through calls-to-action, greatly boosting the ranking of your entire website. If this is overwhelming or you just don’t know where to start here is an article we’ve found to best learn how to write a blog.
Before you start creating content, always consider your audience. Consider who the audience of a video, blog, or infographic is, and consider crafting some buyer personas.
Making your content appeal to multiple personas is key to having it shared and read by B2B buyers!
Think about where your dream customers typically spend their time online. What questions do they ask when using search engines and which social media networks do they prefer? As well as this, what industry events do your ideal customers attend and what kind of gaps do your competitors leave in your industry?
Social Media is Your Friend
Use social media to drive B2B traffic to your site – it’s easy and can be done on a low or big budget (the nice thing is you get to decide). Either utilize organic social media posts on sites like Instagram – for casual, friendly businesses, as well as a business who wants to sell items directly through their social media and Facebook for businesses who still have a strong following but who need more tools and richer posting options or pay for advertising so that your posts reach beyond your followers!
With the right social media marketing strategy, you can increase brand awareness and visibility, connect with your followers, build a community and of course, drive traffic to your website. Are you still wondering which social media tool to focus your efforts on or just try? This article will cover What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content.
Remember that simply putting up a link might not work as well as you think – you need to learn how to use social media effectively, for example by providing some incentives for people to click on the link to your webpage. What’s more, sites like LinkedIn are definitely better for finding B2B buyers than more casual sites like Facebook.