As a b2b marketeer, you are always looking for ways to get more clients and exposure. Generating traffic to your website is probably one of your top priorities. Or even your #1 priority! Getting the word out, after all, is one of the best practices of B2B marketing. So how do you increase your website traffic? In 2020, the game has changed and naturally, there are new tips and tricks to be shared. This blog will give you 6 helpful steps on how to increase B2B website traffic in 2020, so you can become an absolute pro!
Before you even start designing an online marketing strategy, set up a Google Analytics account and a Google Search Console! Mastering analytics is important to any SEO strategy and there are plenty of resources that can help. You can set up both tools within Google Webmasters and they will have different assets that are helpful in uncovering useful information about your site. Google Analytics will give you data points about the performance of your website and Search Console is used to improve and optimise your website. It provides information on who is linking to your site, it signals any technical errors and offers intel on keyword queries. Along with these two tools, you have to set up an Ubersuggest account as well.
Ubersuggest is a free SEO tool that specializes in generating new keyword ideas. Originally created as a tool that scraped Google Suggest terms, it goes hand in hand with your Google Analytics and Search Console accounts. This tool will become one of your favourites in setting up a SEO strategy. (Pro tip; if you are willing to spend some money and see your SEO in real time, try out ContentKing)
After setting up your SEO strategy with the help of the previously named tools, you have to start looking into advertising options. It might sound obvious, but it is still the #1 way to increase your online visibility. It’s a great way to build your brand and attract visitors and we recommend you take a multi-channel approach. Think long and hard before you come up with the right channels though, as it all depends on your customers’ behaviour. LinkedIn advertising is popular among B2B marketeers for the simple fact that almost all businesses have a profile and it is easy to reach your customers there. Facebook might be a good second, but once again, do your research!
Social media is obviously a great way to reach your potential customers. But are you making the most of your social media accounts yet? You can produce all the content you want, but if people are not finding it, you have to get proactive. Start using your social media channels to promote your content and do this frequently. We always recommend creating a content calendar that helps you structure and schedule all of your posts. Twitter is ideal for short quotes, but Google+ can help your site show up in personalised search results, which has proven extremely effective for B2B niches.
On Linkedin you can start searching for specific content or you could check out Quora what people are looking for. With social media it is key not to keep pushing content, start engaging with your target audience and traffic will follow. It will also help you to build your Thought Leadership which will be covered more in step 5.
As we described earlier, you have to get your SEO strategy in order. After you have used tools like Ubersuggest to perform keyword research, you have to start implementing everything you have learnt. Optimise your website and content in such a way that search engines will rank you higher and you will see your traffic increase too. Are you making the most of your image alt texts? And are your meta descriptions spot on? Take some time to optimise your on-page SEO and you will see the results after a few months. After all, SEO is still a long-term strategy.
Pro tip: Want to track your SEO performance in real-time? Check out: ContentKing
Have you heard of guest blogging? Have you tried it yet? Guest blogging is a great way to get more exposure, as the person who will blog about your product or services, will get the word out to all of their followers. Guest blogging is a two-way street, though. You can write a blog post for them as well, to make it a mutually beneficial transaction. That way, you will both share the guest article, resulting in more traffic to your website. This seems more of a B2C strategy, but there are enough companies that will write something positive about another, after having used their products or services. One thing you do need to watch out for is the fact that the standards for guest blogging have changed during the past months. Spammy tactics could result in stiff penalties, so be warned!
Your company is striving to be the best, so why don’t you start interviewing thought leaders in your specific field? They might want to put in a good word for you and you can gain a lot of credibility by posting their ideas on your specific subject. You might be surprised to find out how many people are willing to talk to you if you just ask them. Send out a couple of emails and publish the results of the interview on your blog. This will boost your credibility and give more depth to your content. And, just like with guest bloggers, the interviewee will probably share the content too, further expanding its reach.
On a more technical note, the use of lead forms and tracking software will help you generate more traffic. It’s great to have high-quality content on your website, but it’s even better when this content specifically, will get you high-quality leads. Make sure you install lead forms (Unbounce) on your site, so visitors can leave their details, helping you target more specifically. With tracking software like Leadfeeder, you can see exactly which companies have visited your website and what they have read. This will help you know which sections of your website you have to optimise for a higher conversion rate.
Of course, there is much more to B2B marketing than these steps, but we are confident these six will get you well on your way. Make sure you keep updating your knowledge and we will get back to you with many more tips.