“Is SEO for B2B really that different to SEO for B2C?” we often get asked here at Tech to Market. Our answer? Yes it is! But, we know it can be a struggle to put in place what is needed. So, here are 3 steps that are key to getting your SEO for B2B just right. It’s the fail-safe way to secure the best leads.
As a B2B marketer, your focus should be on gathering the best, high-quality leads rather than just a large number of low-quality ones. Nevertheless, we see that a common pitfall is to focus on lead generation only: the total number of leads is what counts.
How then to measure the true effectiveness of your SEO? Simply by keeping close contact with sales. In this way you can keep tabs of your MQL-SQL conversion ratio. But there’s more to be gained. By staying aligned with your sales team, marketing can acquire valuable insights regarding prospects and customers. Such information can, in turn, be used to fine-tune your SEO.
In fact, by having in place lead qualification upfront, you can save costly sales time otherwise wasted on low-quality leads. Knowing your audience inside out, having a deep understanding of the niche market and being able to speak the same language, are key to attracting the leads that are most valuable to the organization.
So before starting with lead generation, make sure your inbound processes are in place. The low volume, high-quality leads generated by marketing in this way will – in the end – pay back your Return on Marketing Investment.