When you partner with the right B2B marketing agency, you’ll be able to create a coherent content management strategy and maximize your SEO campaign results.

In today’s digital world, you have to be seen or you may be forgotten. Companies that sell to other businesses need to stay in front of their customers and prospects. Creating great content and improving your website ranking keeps you visible and in demand, and the right B2B marketing agency can help drive success.

The importance of search engine optimization (SEO)

You may have the best products or services, but if the market doesn’t know about them, it is hard to gain traction. SEO helps you rank higher on search engine results pages.

When customers or prospects are looking for a specific product or service, they often turn to a search engine for their answer. In fact, 53% of all web trackable website traffic comes from organic searches like these. Ranking in the top tier of search results can provide the perfect sales lead funnel for your business.

Your SEO ranking can make or break visibility

Creating a great website and optimizing your ranking is not an easy task. Many companies find that it’s best if they focus on their core business competencies, and partner with a B2B marketing agency for content development and SEO.

When you have SEO success, you will find that your visibility and audience engagement increase, propelling more readers to visit your page and learn about how you can help them. This forms the basis of a prospect relationship, as people who find your content helpful will likely return to your page and view you as a thought leader they can trust.

If your company has a high listing for a Google search, between 26.9-32% of mobile and desktop users (respectively) will click through to your page. By contrast, some 90% of pages are so poorly ranked that they never get any Google traffic at all.

What is B2B marketing and why is it essential for your business?

If your company sells to other businesses, then B2B marketing is critical to your success. Your marketing has to build your company image, create the ideal positioning and increase your brand awareness. Unlike impulse consumer purchases, most business sales are the result of creating long-term relationships.

When you create a B2B marketing plan, you want to be sure that it delivers. Everything must be letter-perfect if you hope to turn prospects into customers and customers into repeat buyers. For that reason, businesses often choose to work with a proven B2B marketing agency that has the expertise to produce professional content and implement a sophisticated lead generation program.

The main goals of an effective B2B marketing campaign

Business buying decisions are very complex, and sales likely emerge as a result of long-term relationships and trust. An effective B2B marketing campaign must focus on key elements, ranging from establishing thought leadership to crafting a powerful story and building brand awareness. Future customers must come to know your business and understand why you are different and better than your competitors. This all ties to SEO, as people will only learn about you if they know you exist.

If you work with the right B2B content marketing agency, they can help you create a campaign that is compelling and brings prospects and leads to you. The marketing campaign can also help remove roadblocks to future sales and get your prospective customers excited about doing business with you. Buyers want to do business with companies that they truly respect and trust. With the combination of content marketing that showcases your authentic brand and an SEO strategy that enhances visibility into that authenticity, you can reach more potential customers.

Why SEO is an important part of a marketing strategy

The global events of 2020 ushered in an even deeper reliance on digital resources and content. In their quest for answers, businesses found that their customers gravitated toward a search for expertise, authoritativeness, and trustworthiness. Search engines, rather than in-person meetings, became the new place where knowledge was gained and trust was developed.

Optimized SEO can boost your company and its message to the top level of the search results page. This translates to more click-throughs, more time spent on your site, and more qualified leads. The key to a successful SEO strategy is a great content marketing plan. It’s important to remember that you are writing not only for your customer but also for search engines.

The hidden complexities and lost opportunity costs of keeping all marketing in-house

While in-house marketing has a certain appeal, in reality, the decision to keep all of these activities in-house is riddled with hidden complexities. First, it’s extremely expensive to fully staff a marketing department with top-caliber professionals. The cost rises dramatically when you factor in benefits and training in addition to salary.

An in-house marketing department is almost always fully booked. It’s nearly impossible to add content management and SEO duties to their already long list of tasks. It’s not cost-effective to staff up to meet peak demands. This highlights the issue of lost opportunity cost. When the CEO or VP of Marketing comes up with a truly brilliant campaign, the in-house team rarely has the luxury of dropping everything to work on this new, highly profitable strategic plan.

How a B2B marketing agency can help save money

When you partner with an outsourced B2B content marketing agency, you’ll find that they have the specific skills and expertise to get the job done quickly and correctly. They will have experienced professionals who can augment your staff and offer the exact, proven talent that you need when you need it. These efficiencies will save your company money.

Producing content in-house can be very costly. Your B2B marketing agency can help reduce turnaround times and give you the flexibility to tackle more demanding strategic projects. They can also bring years of top echelon creative and technical expertise to the table. With the right agency, you’ll be able to leverage your partner’s skills so that your firm can not only lower costs but also reach higher levels of profitability.

Strategies your B2B content marketing agency can use to improve SEO

In some ways, SEO is like an endless puzzle that needs to be solved constantly. Yet core elements remain the same. Your content partner can implement a few key strategies (that they can tailor to your unique business) to start optimizing for SEO:

• Choose the right keywords. It’s important to choose the best keywords for your website, including a mix of both search and buying terms. You may also want to explore long-tail keywords that have less traffic but more opportunity for top ranking. Incorporating keywords and long-tail phrases on your landing pages will also help with SEO.
• Write personalized content that meets audience needs. By understanding what your audience’s pain points and goals are, you can get a solid idea of what type of information they are searching for. Paired with keyword research, you can determine what topics your audience is most interested in and tailor your content (and keywords) to address those needs.
• Use natural language while also optimizing for SEO. Search engines can tell when a page is manipulated to rank well on results pages. Tactics like keyword stuffing, where pages are overly filled with keyword phrases at the expense of clarity and conciseness, are penalized. It’s important to insert keywords naturally into normal language so users can still find value in the content.

Your B2B marketing agency can create quality content, which is critical when it comes to SEO. It’s important to follow the guidelines for formatting content for SEO. When a customer clicks on your link, you want them to stay on your page and not bounce back to the search listing. Highly relevant content will draw the customer or prospect further into your site, and you can begin creating your relationship with them.

If you want to make your company rank higher in search results, leverage the skills of a B2B content marketing agency. Contact Tempesta Media today and find out how you can maximize your SEO results and get more leads and customers for your business.