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If you’re working in a B2B industry, how you develop your website and digital marketing strategy is different from that of B2C companies for three reasons: price of product, number of decision makers, and length of buying cycle. Because prices tend to be higher, there are more decision makers involved, and the buying cycle is much longer than B2C transactions, a B2B organization faces a more competitive search engine results page (SERP). You need a trusted B2B SEO agency on your side to help you navigate the complexities of digital marketing for B2Bs.
AIS Media has over 20 years of experience working with companies of all sizes to get them the traffic and leads they need to grow.
For a B2C business, the buying cycle is fairly straightforward. One individual identifies a need, researches and compares their options, then makes a decision and purchases. However, for B2B markets the second step of research and comparison is multiplied by each decision maker in the organization. This lengthens the buying cycle because it makes the final decision harder to agree on when the accounting department, IT department, and marketing department all have different concerns to evaluate.
B2C businesses can focus their marketing efforts on optimizing their website to reach the top of the SERPs. For those markets, this is the best strategy. For a B2B organization, this is only the first half of the equation. Searches for B2B products/services are using keywords such as “best [keyword]”, “top [keyword]” and “[keyword] reviews”. The type of websites that will appear for these searches is more likely to be third-party review sites, directories, publications, and the like.
It may be more challenging for your website to rank among these high-authority sites and, as the saying goes, if you can’t beat ‘em, join ‘em.
If third-party websites are the results on page one for your highest-intent keywords, see what you can do about being featured on those sites. You may need to submit your business for consideration, pay a fee to be listed, or create a unique blog post that serves the third-party publication’s audience. The advantage to this is brand awareness. People searching for B2B products/services don’t start at the source. They do research to see what their options are, and then go to those contender’s websites. If you’re not showing up on the third-party sites, you don’t stand a chance.
In a 2016 survey from Demand Gen Report, 47% of responders said they consume three to five pieces of content before they engage with a sales representative, and 10 pieces of content before they make a purchasing decision. It’s important to make sure that you have various types of content to meet these buyers no matter where they are in the buying cycle.
Partnering with a B2B SEO agency is the key to ensuring your digital marketing efforts aren’t wasted. At AIS Media we have a full-time staff of analysts, strategists, content specialists, and expert SEO professionals to help you position your brand in the places your buyers are searching. You’ll also receive a dedicated Client Success Manager whose primary concern is your success. Reach out to AIS Media today online or call us at 404-751-1043 to learn more about how we can help you generate more rankings, traffic, leads, and conversions.
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