Business to business marketing is a strange animal compared to business to consumer marketing. Among other differences, B2B markets are smaller, have a much longer sales cycle, and deal with complex services and products.
Understanding the difference between the two can help you effectively reach your target audience and create more sales. In Web terms, it means you must develop targeted B2B SEO that will attract the right customers to your site who are interested in buying your product.
Business to consumer marketing is straightforward, most consumers know what they want or need when they go out looking for it. With business to business customers, it gets a little more technical. They may know what the problem is, but don’t know the exact solution they need to fix it. B2B marketing should be implemented with a full understanding of your customer’s needs, problems and the solution that will fit.
While B2C customers may do some research before making a purchase, it usually doesn’t compare to the lengths B2B consumers must go through to find the information they need. Your website content should contain all the information B2B consumers need when making a purchasing decision. Quality SEO starts with quality content.
The biggest step to targeting the right customer is developing the right keyword strings. Don’t be afraid to approach existing customers for help. Ask them to describe, in concrete words, their problem and the solution they’re looking for. Knowing the keywords existing customers would use can help you attract potential customers with the same problem. This strategy will help you get a great head start on keyword research.
Remember, you’re not always going to hit a home run on the first swing. SEO is a long-term effort that takes endless research and tweaking to get it right.
There are tons of tools out there to help and most won’t cost you a penny to use. Jump on over to the Search Engine Journal where Ann Smarty has compiled the most ultimate collection of free online SEO tools known to man.