B2B SEO helps industrial product companies.
Search is one of the most important customer acquisition channels for B2B companies. Traditional outreach focused on trade shows, catalogues, trade magazines, direct mail, and similar outbound marketing channels.
Then came social media marketing. Every marketing agency insisted that your company show the human side of itself and employees. Show community support, participate in what matters to your customers! Meks sure you Tweet something every day!
Then came create an audience and send them newsletters, announcements, reminders that your company is there for them.
I’m sure we might find a purchasing agent, engineer, project manager or business owner reading his email, tweets, hanging out on social media platforms. But will we find them looking for industrial products on Facebook, Youtube, or Pinterest? Probably not.
How are they finding industrial products and machinery? They are searching online and 94% of the time via Google Search.
Search engines provide the shortest way to solutions
Your business, your products, your services provide solutions for thousands of search queries each and every day. Unfortunately if your products and services don’t appear on the first page of search results you might as well not exist.
This is where SEO, search engine optimization comes to the rescue. When someone searches they are already part way down the traditional sales funnel. They have identified a problem and have started researching how to solve it.
They may even be at the point where they know the part or the machine they need but don’t know who sells it. They may be a buyer ready to make a transaction. Wouldn’t be great if your product or service is the first one to appear at the top of Google’s search results! Even better your company shows up in what is called the knowledge block along side the results.
Most searchers make the assumption that you must be a knowledgeable source if your information appears at the top of the page. After all Google knows best or at least we have come to assume that Google is providing the best results.
It isn’t about the best, it’s being ranked above others in B2B results.
B2B search results work the same way as B2C search results except many industrial product companies haven’t shifted their thinking to online search as have consumer companies. It is actually easier to compete and outrank B2B competitors due to the lack of interest and effort most companies put into their online lead generation. I still hear clients booking industrial trade show booths at $50 - $100,000 or more for an event. Only to hear the owner’s frustration after the show that the sales leads aren’t qualified.
The business cards collected are from other salespeople searching for the same customers! The salespeople just can’t understand why they don’t have any good leads after a 4 day show, but they do have an email list!
When is the last time you were looking for a part or a machine you sat down in front of your computer to review all the emails sent to you in the past year. It is like winning the lottery if one happens to show up at the right time offering just the product you need!
You only have to appear above your competitor in search results.
Have you heard the story about two campers being chased by a bear? One camper asks “do you think we can outrun the bear?”. “The other camper says all I have to do is outrun you!”
You just need to do a better job of satisfying Google’s search criteria for ranking results than your competitor to get more leads and sales.
How do you get better results in B2B SEO?
According to Semrush one of the foremost companies in search engine optimization, there are 4 main pillars of success.
Technical SEO
Content
On-page SEO
Off-page SEO
Each of these bring unique challenges for industrial products and services. It is important to understand your market, your audience and the unique challenges of marketing YOUR products and services. Purchasing agents, engineers, project managers and business owners all have their own perspective on what is important to them when searching.
Your team needs to understand those differences and create a strategy that puts your company in front of the buyers as they start down the sales funnel. That is where we come in.
It is about data analytics and competitive intelligence.
We understand the tools like Semrush that can provide you with the edge to appear before your competitors do in search results. Let us help you analyze your online visibility and develop a marketing strategy to out perform your competitors.
We guarantee it will be less expensive than the last trade show and will better ROI.