— October 9, 2017
In my consulting practice, I often run into clients who are frustrated with the amount of traffic their website is receiving. They’ve invested in a professionally designed website that is home to informational content but can’t seem to generate enough traffic – and traffic is the first step to generating leads.
In our modern era, websites are an integral marketing piece of any company who wants to grow and reach as many potential clients as possible. To increase traffic to your B2B website, implement these four proven strategies to get your website working for you.
1 – Search Engine Optimization (SEO)
Solid SEO starts with the development of web page content that helps your visitor answer their questions. Search engines such as Google, Bing, Yahoo, and others use specific algorithms to display specific web pages that are most related to a search. In order to create SEO content, you must address the questions a visitor seeks to answer. Pay attention to keywords that are specific to your company and the content that your web page is producing. Create article and website titles around these keywords, and ensure that they are inserted into your content in the first paragraph, URL, and throughout the entire article.
2 – Pay-Per-Click Advertising
These advertisements or “sponsored links” typically appear at the top of search engine results pages. According to Wordstream (2016), 64.6% of people click on Google Ads when they’re looking to purchase. What does this statistic mean for your B2B website? That when a potential client is searching for specific services, your website may be their first click if your keywords match their query and your ad is crafted to get their attention. PPC isn’t just for B2C. Below are three ads that come up when searching for the term management consulting.
3 – Social Media Marketing
Social media marketing is the ultimate form of personalized marketing to specific businesses. In the past two years, content consumption on Facebook has increased 57% (HubSpot, 2016) and content marketing on social media platforms doesn’t seem to be slowing down anytime soon. You can utilize multiple social media platforms to increase traffic to your website by maintaining an active, professional, and personal presence online.
Social media accounts allow you to connect directly with potential clients and build an engaged online relationship with existing clients. Try posting your latest blog post on Instagram, or share a direct link to an educational offer on Twitter. Don’t forget to use hashtags to reach new people as well. Play around with various platforms, and use analytics to see what platform works best for driving traffic to your B2B website. Be where your potential customers are – and don’t make assumptions about where they are. Do your research.
4 – Email Marketing
Email is the pioneer of online communication and is still the most utilized base for communicating with leads and driving traffic to your website. Sixty-four percent of people prefer rich text emails (HubSpot, 2014), meaning your company can develop long-form content to send to email subscribers, driving them to your website. Run newsletters campaign to existing customers, and high-quality leads, such as subscribers brought in through landing pages. An effective email marketing campaign will have content that drives recipients back to your website and encourages them to take a specific action.
These are just a few of the methods to increase traffic to your B2B website so that you can showcase your company’s mission and skillset.