The main objective of Business2Business (B2B) and Business2Consumer (B2C) marketing is to generate traffic, increase sales and improve revenue.
Read on to discover the main SEO strategies that will help you in your goal:
1. Objectives of the marketing campaign: In general, the majority of search engine optimization clients have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search engine rankings, many organizations are looking for ways to implement an effective B2B search engine optimization strategy. However, you must understand the critical differences between B2C and B2B SEO and their implications.
B2B companies generally sell intangible technology, software and services, industrial and engineering products, intermediate and bulk products to sell to wholesalers, exporters, etc. Online marketing campaign goals should focus on increasing targeted traffic, increasing sales, increasing online visibility, establishing your business on local search, establishing your business on social media, increasing online reputation through of online reputation management and improve SEO.
B2C companies sell more tangible products and services. The goal of your marketing campaign is to get more leads, increase sales, build brand awareness, increase market share, launch new products or services, target new customers, enter new markets, improve relationships with parties. stakeholders, improve customer relationships, improve internal communication and increase profits.
Final campaign goals should be SMART: specific, measurable, achievable, realistic, and timely. Some examples of B2C are restaurants and retail stores.
2. Keyword Strategies – The starting point of every SEO strategy is keyword research, as keyword research helps you decide which keywords to target.
B2B campaigns typically have industry-specific keywords (to understand the questions your potential customers are asking and break them down into search queries) that require intelligence to extract. A B2B SEO campaign requires much more time of keyword intelligence and analysis to set up. The B2B audience is looking for experience. Searches based on B2B purchases are very specific, such as specs, features, performance, value, profit, ROI, product cost, and running costs, such as maintenance, support, troubleshooting. In B2B search engine optimization, it is important to thoroughly understand the search terms that your potential customer may be using in the different phases of the buying cycle.
In the B2C business, people already have a firm idea of what they want to buy. They want to find the best source for it. In the first phase of B2C search, people often use generic terms. There is often less variation in the terms they use. Therefore, B2C campaigns focus on keywords that are used or considered every day, that is, generic and not so complex. In the evaluation stage of the purchase cycle, the buyer’s focus shifts from researching potential suppliers to investigating specific questions related to the product or service, such as performance, efficiency, maintenance, etc. Just before the purchase decision, a final round of searching will likely ensure confirmation of the buyer’s intended address, and again, different search terms can be used.
3. Content Strategy: Content strategy means communicating new information about your company, a new product or feature. In simple words, content intended to present you in a favorable position to generate leads and drive sales.
For B2B, the content strategy is to target an audience of experts and industry professionals who are familiar with your company or product, highlighting its advantages over your competitors. Your B2B content strategy should consist of a company blog, industry posts, white papers, LinkedIn groups, landing pages, forums, and communities. So, it is meant to educate a person.
The main strategy for B2C content marketing is to drive backlinks and increase rankings. Therefore, it is generally intended for disclosure.
4. Link building: it is the process of facilitating the creation of links on third party websites that point to your own site and therefore increase your web presence.
Consistency in B2B messaging and customer interactions fundamentally means patience. B2B campaigns are still focused on conversions, they are not easy to achieve. B2B SEO campaigns generally tend to generate low volumes of leads as a key performance indicator.
B2C campaigns tend to focus on quick conversions and earnings. Therefore, link building in B2C focuses more on sales and revenue per month and sales are made in shorter sessions, usually from visits of one or several sessions in days and weeks.
5. Conversion metrics: it is the sales life cycle: long sale, considered vs. Short and impulsive purchase.
Directing site visitors through an established conversion channel is not applicable in B2B. So your focus should be on getting visitors to dig deeper into other relevant trust-building content. Usually the main motivator in B2B buying decisions is risk or fear of making the wrong decision. Therefore, one of the key objectives of B2B search engines after clicking on your site is to evaluate both your business and your offerings. An average B2B transaction can take anywhere from three to 24 months, depending on the product or service being sold and the number of decisions made within the buying process.
Conversion rates in the B2C environment are generally measured as the percentage of organic clicks that resulted in a sale. Detailed analysis goes into conversion ratios. Because the sales funnel in B2C SEO is very narrow and short. It can help to measure the impact of optimization quite easily and immediately. An average B2C transaction can occur from minutes to weeks, with the number of decision makers generally less than 2 people and the buying process is much simpler.
SEO strategy is crucial to the success of all businesses. Therefore, a reliable SEO company can help you understand the differences between B2B SEO and B2C SEO campaigns.