“There are many ways to skin a cat”; so the saying goes. It is the same with promoting businesses in the market today. Effective marketing strategies include Business-to-business (B2B) and Business-to-Consumer (B2C) but their primary goal would be to generate high web traffic to boost sales and profits.
Hence, every business would want to discover the best of SEO strategies which could boost its market position and achieve its goals and objectives quickly. But there are certain differences between B2B SEO and B2C SEO campaigns which could change the business bottom lines at the end of the day.
1) Marketing Campaign Goals
In general, search engine optimization companies are inclined towards B2C marketing where an e-commerce environment is created. But businesses today cannot ignore the strong influence of search engine rankings, which B2B marketers recognize and stay alert to for better outcomes. This has prompted many companies to implement effective B2B SEO strategies for higher rankings.
B2B companies gravitate towards intangible technology sales that include software and services as well as engineering and industrial products. Their online marketing campaigns establish goals focused on higher targeted traffic and more sales besides increase online visibility that would establish the company in local searches. The business must also be reputable in favorite social media networks through online management reputation tools and dynamic SEO.
On the other hand, B2C companies incline towards tangible products and services with marketing campaign goals focused on securing more leads to increase sales and to build brand awareness that would grow its market share. There is a concern on launching new products or services regularly to captivate targeted new customers and to push through to new markets while improving stakeholder relations as well as customer relationships.
In summary, the ultimate campaign objectives of a business today are contained in the term ‘SMART’; goals that are specific, measurable, achievable, realistic and timely.
2) Keyword Strategies
Every vibrant SEO marketing strategy begins with the right keyword research which identifies the best of keyword or keyword phrases that are commonly used by web users in their online searches. This would help business owners or marketers decide the best of keywords to target.
Hence, it is common for B2B campaigns to indulge in industry-specific keywords. This may take on a longer keyword analysis as most of B2B audience search specifically on features, value, benefit or performance. In B2B SEO, understanding the search terms thoroughly helps to identify the objective of the prospect in various buying cycle phases.
However, in B2C business, consumers are firmed up on their purchase items as they seek the best source. A B2C search often involves the application of generic terms in the first phase; so there is less variance in the terms used. B2C campaigns use ordinary keywords that are generic and not complex.
The purchaser focuses on researching specific issues linked to the product or service in the evaluation stage of the purchase cycle. Just before the purchase decision is made, most consumers would activate one last search to confirm what is desired using different search terms.
3) Content Strategy
It is known that good contents formulate a dynamic content strategy for the company to communicate new information on its product, service or brand. Good contents allow the company to present itself favorably in the market to generate leads for higher sales.
In a B2B SEO marketing approach, content strategy serves to target specific audiences that are familiar with the company or brand. This could include market professionals or industry experts who could distinguish the product highlights over competitors. A dynamic B2B content strategy would include a brief company blog, LinkedIn groups, landing pages, online forums, industry publications and white paper publishing. These serve to educate the targeted niche markets for a greater awareness of the brand or company.
A B2C content marketing works to promote backlinks for better page rankings. This serves to expand the outreach efforts in online marketing for the company.
4) Link Building
This involves the facilitation of links created in third-party websites which point back to the company site to boost market presence. A consistent B2B messaging includes good customer interactions and focus on conversions which may be challenging for inexperienced marketers.
B2B SEO campaigns serve to boost leads as a strong performance indicator. The Active link building helps to drive more organic quality traffic to the company website for better site ranking by top search engines like Google.
B2C campaigns focus on quick wins and fast conversions that would bring in more sales and profits quickly. These campaigns could be activated in shorter sessions for quick returns.
5) Conversion Metrics
The conversion metrics refer to the sales life cycle where long considered sales are paced against short impulse purchases.
A B2B SEO campaign does not usually generate site visitors via a specific conversion channel. Hence, the focus should be geared to encourage visitors in attempting deeper market research based on quality content. The primary B2B purchase decision motivator is the risk of making the wrong decision. Thus, there is a tendency to evaluate the company and its offerings objectively. An average B2B transaction may be time consuming with a time frame of 3 to 24 months based on product/service and quantity of decisions made during the buying process.
In the B2C environment, conversion ratios would be measured in terms of the percentage of organic click-throughs coming from a sale. Detailed analysis is also activated in conversion ratios due to a short and extremely narrow sales funnel adopted by the B2C SEO. The impact of optimization could be assisted to be easy and quick where a B2C transaction could happen within minutes or delay until several weeks depending on the quantum of decision makers which is normally very low. Hence, the buying process is more straightforward to cope.
Every modern business would understand the importance of appropriate SEO strategy for success in a highly competitive market today. If required, trusted SEO companies should be hired to assist in the proper implementation of SEO marketing campaigns based on B2B SEO or B2C SEO.